NBC Revives Jim Fagan’s Voice with AI for NBA Coverage

NBC is innovating its NBA coverage by incorporating an AI-generated voice of Jim Fagan, a renowned sports narrator who passed away in 2017. This move marks a significant advancement in how artificial intelligence is used to preserve and honor iconic voices in sports media.

Jim Fagan was the voice behind NBC’s NBA promos from 1990 to 2002, famously narrating segments featuring legends like Michael Jordan, Shaquille O’Neal, and Hakeem Olajuwon. His voice became synonymous with the excitement and grandeur of NBA broadcasts during that era.

With the consent of Fagan’s family, NBC has utilized AI technology to recreate his distinctive voice for select promos, openers, and title sequences in the upcoming NBA season starting October. This AI-generated voice will supplement traditional voiceover work, blending nostalgia with modern technology.

Rick Cordella, NBC Sports president, emphasized how Fagan’s voice captured the "magnitude of heavyweight matchups and stars," and expressed enthusiasm about collaborating with the family to honor his legacy through AI. This initiative reflects a broader trend of integrating AI in sports broadcasting to enhance storytelling and fan engagement.

NBC’s use of AI voices is not new; the network previously employed AI-generated narration for the 2024 Paris Olympics, allowing personalized recaps using the voice of sportscaster Al Michaels. These advancements demonstrate how AI can personalize and enrich sports media experiences.

The ethical use of AI in recreating voices, especially with family permission, sets a precedent for respectful AI applications in media. It opens opportunities for broadcasters to preserve iconic voices and connect with audiences in innovative ways while maintaining authenticity.

Broader Implications for AI in Sports Broadcasting

The integration of AI-generated voices in sports media offers several benefits:

• Preserving iconic voices and legacies beyond their lifetime
• Enhancing fan engagement with nostalgic and authentic audio experiences
• Allowing broadcasters to supplement traditional narration with AI-generated content for flexibility and innovation
• Setting ethical standards for AI voice use with family consent and transparent practices

As AI technology evolves, its role in sports broadcasting will likely expand, offering new ways to personalize content, honor sports history, and create immersive experiences for fans worldwide. NBC’s initiative with Jim Fagan’s voice exemplifies how AI can bridge past and present, enriching the cultural fabric of sports media.