Driving fan engagement: AI is leveraged by sports channels, video games to elevate fan engagement

When in 2024 Australian cricketer Steve Smith appeared on Star Sports during the Indian Premier League season speaking in Hindi and Tamil, with a little switch at the bottom of the screen indicating that the AI translator was on — sports fans and netizens went wild on Instagram and X. Endless comments and appreciation pooled in for the AI translation feature, as Smith in front of the camera spoke in perfect Hindi with none of the Australian accent.