AI and the new threat to Sport

Images: XAshok Namboodiri

Many of us would have seen the viral video of Vaibhav Sooryavanshi responding to a question from Harsha Bhogle in a rude and cocky manner. The warning issued by Harsha about this clip stating that this is fake and AI generated should not be dismissed as just another social media nuisance. It is a glimpse into a much larger crisis confronting modern sport – the weaponisation of artificial intelligence to manipulate public perception. The victim is a young athlete’s reputation.

And that is what makes this especially dangerous. For decades, sporting reputations were built slowly and damaged slowly. Today, AI allows reputations to be destroyed in minutes. A 15-year-old athlete like Vaibhav is particularly vulnerable. Most fans will never see the correction. They will only see the viral clip. By the time the truth catches up, the damage is often done.

During the 2024 US election cycle, numerous AI-generated videos of athletes and celebrities endorsing political positions circulated online without consent. Football stars have repeatedly found their likenesses manipulated into fake advertisements and fraudulent cryptocurrency promotions. In tennis, fabricated audio clips have been used to create false narratives around player rivalries. Several NBA players have seen deepfake videos emerge on TikTok and Instagram that appeared authentic enough to fool casual fans.

Fans are emotionally invested and rivalries are tribal. A fake clip showing a player insulting another team can spread faster than a genuine interview. Once supporters emotionally react, facts become secondary. An AI-generated interview could portray an athlete as disrespectful to fans, sponsors or teammates.

So what can the BCCI do? First, the board needs a dedicated AI Integrity Unit. Just as anti-corruption and anti-doping units protect the game, digital integrity must become a formal responsibility. Second, all official player interviews should carry authenticated digital watermarks that allow broadcasters, platforms and fans to verify authenticity instantly. Third, the BCCI, IPL franchises and broadcasters should establish rapid-response mechanisms. The moment a fake clip emerges, a verified correction should be distributed across every official channel within hours, not days.

Fourth, there must be legal consequences. Deepfake creators who deliberately harm players should face copyright, defamation and impersonation actions. The deterrent effect matters.

Fifth, player education is essential. Young athletes entering professional cricket need media literacy training just as much as fitness training. They must understand how manipulated content spreads and how to respond.

Broadcasters also have a role to play. Every major network should maintain AI-forensics capabilities to verify suspicious content. Social media platforms need better detection systems and faster takedown processes. As far as the fan goes, the next time a sensational clip appears online, the first question should not be, “Is this outrageous”, but “Is this real?”

The Vaibhav Sooryavanshi episode is therefore not just a story about one young cricketer. It is an early warning signal for the entire sporting ecosystem. The technology will only become more sophisticated and the question is can we act now before the next fabricated clip doesn’t just damage a reputation, but alters a career.

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