NBC is bringing back Jim Fagan (the iconic voice of NBA on NBC). Literally. With the blessing of his family, NBC Sports will use an AI-generated version of Fagan’s voice to narrate promos and title sequences when the network resumes NBA coverage this fall.
Fagan passed away in 2017. His unmistakable delivery defined an era of NBA greatness from 1990 to 2002. NBC’s goal is clear: tap into nostalgia, evoke emotion, and remind viewers of a time when the league felt larger than life.
Technically impressive. Emotionally resonant. But somehow … strange.
This isn’t the first time NBC has used AI to generate voiceovers. During the Paris Olympics, they offered personalized highlight recaps narrated by an AI clone of Al Michaels (with his full participation).
Synthetic media is here to stay. We’ll see more of this. It will get better, more convincing, and more normalized, which makes now a good time to ask: Is this cool or creepy?
As always your thoughts and comments are both welcome and encouraged.
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.
