BUZZ BEAT MEDIA

GMA Network unveiled the first Artificial Intelligence (AI)-generated sportscasters last Saturday, September 24, in line with the National Collegiate Athletic Association (NCAA) Season 99. Two AI-generated sportscasters namely “Maia” and “Marco” were already introduced on national television. 

“Named Maia and Marco, the newest Kapuso AI sportscasters are set to bring the biggest news on NCAA Season 99 as well as updates on local and international sports featuring Filipino athletes on the social media platforms of GMAIN, GMA Sports, and GMA Synergy,” GMA stated. 

It was reported that both “Maia” and “Marco” were developed using artificial intelligence, incorporating Image Generation, Text-to-Speech AI Voice Synthesis/Generation, and Deep Learning Face Animation Technology.

According to Senior Vice President and Head of Integrated News, Regional TV, at Synergy Oliver Victor B. Amoroso, the first AI sportscasters of GMA Integrated News are considered a “groundbreaking initiative” and demonstrate their commitment to innovation in journalism. “The introduction of the first AI sportscasters by GMA Integrated News is a groundbreaking initiative that significantly impacts our objective of ‘Mas malaking misyon, mas malawak na paglilingkod sa bayan.”

’It aligns with our mission to serve all communities within the nation and promote inclusivity in our reporting,” Amoroso said.

“GMAIN’s adoption of AI technology also demonstrates our commitment to innovation in journalism. We embrace emerging technologies to stay at the forefront of the media industry by providing our audience with a modern and engaging sports news experience. Through this initiative, we continue to fulfill our commitment to providing valuable information and enriching the lives of Filipinos worldwide,” he added. 

Assistant Vice President and Deputy Head for GMA Integrated News Social Media Aileen Rae Perez also expressed her excitement about the said project. “With the latest developments in generative AI, our team is always on the lookout for ways to deliver information in the most exciting and engaging manner. We’re glad that we also get the opportunity to collaborate with our partners from NMI Studios and GMA Synergy for this groundbreaking project.”

NMI Studios Head of Creatives Ramil Escarda, on the other hand, declared that AI is not replacing but rather enhancing “human ingenuity.” “The rise of generative AI not only transforms how we share news and information, but it also fuels our creative process and redefines the landscape of modern video production. It doesn’t replace human ingenuity; instead, it amplifies it, making our storytelling more powerful and accessible,” he emphasized. 

On the other hand, if executives of companies involved in this are eager, it doesn’t seem to be well-received by many netizens, especially college students majoring in Mass Communication and Journalism.

These were their reactions and comments:

“Wow what a way to indirectly discourage Mass Com students.”

“It’s not even a good idea. Sportscasting ang isa sa underrated field sa journalism.”

“Nothing to be happy about here. It’s actually alarming, scary, and sad. This isn’t even worth praising and I stand my ground. Technology should always be “just” an assistance to humans, not a replacement to humans.”

“At least ABS-CBN has not made an attempt to go with the AI hype but their digital presence is very much known and thriving. GMA’s marketing strategy is to create stir and they need it to somehow gain traction.”

“If people can do the job, then you should give it to them. Unemployment rate in the Philippines is already at an all time high. Technology should help you provide information, not replace jobs so that people can put bread on the table…”

“Baka mawalan na ng trabaho ang mga lehitimong broadcasters…”

Even the University of the Philippines (UP) Broadcasting Association has also expressed concern about the presence of AI sportscasters.

“The UP Broadcasting Association firmly believes that this move does very little to serve the people as it only sets an alarming precedent that would profoundly impact the future of broadcasting and those who aspire to be in this industry,” UPBA said in a statement. 

“While it is inevitable to adapt these kinds of emerging technologies in the practice of broadcasting, we should not forget that these technologies are mere tools to assist us and improve our work. They should not, in any way, replace and displace the people who have spent years in the study and practice of broadcasting,” they added. 

In addition, they said that before accepting “innovation and technological advancements,” it is said that the realities faced by media workers must first be addressed, such as contractualization, unfair labor practices, low compensation, and a lack of benefits.

“If GMA truly aims to promote inclusivity in their reporting, they should instead focus their efforts and resources on hiring and properly compensating talented journalists and media workers. They should provide more opportunities to people who aspire to be part of the media industry and are working hard to do so.”

“Technologies that do not put humans in the center are no innovation at all. Thus, in the pursuit of advancement and excellence, the true essence of serving the people should not be left behind,” they said. 

Aside from UPBA, the National Union of Journalists of the Philippines (NUJP) released their thoughts about it. They stated that using AI “in the context of stagnant pay, as well as layoffs and departures from the industry,” does not effectively address the concerns of media workers regarding job security.

The organization also expressed a desire for the network to have intentions of assisting media professionals in “upskilling” and “adjusting” to technologies like AI tools.

“There is no doubt that media workers need reskilling to adapt to changes in the industry and we hope that GMA Integrated News has plans for this alongside their announcement of their AI news presenters,” it said.

NUJP recognized that it could be an opportune moment for newsrooms to initiate conversations and formulate guidelines concerning the utilization of AI technology to assist media professionals, rather than replacing them. “We urge colleagues to start these conversations in their workplaces if they aren’t happening already and ensure that issues on ethics and accountability are threshed out before policies are rolled out,” it said. 

In the latest report of GMA News about it, Tuesday, September 26 through “24 Oras,” Amoroso explained that AI Sportscasters Maia and Marco are just additional elements and not replacements for the human aspect in NCAA coverage.

He said, “The special participation of our Al Sportscasters is just part of the exciting plans we have for NCAA Season 99. Maia and Marco were introduced to complement, not replace, the human aspect of our coverage.”

If there are netizens who oppose the idea of having AI-sportscasters, there are also netizens who agree with Amoroso’s statement, based on the comment section of the report.

“Big salute pa rin sa mga IT/computer technology personnels na gumawa niyan. Improving and nakikipagsabayan sa ibang bansa.”

“Plus, if you would think about it. GMA is actually opening new job opportunities for people in line with the industry of computers in relation to AIs.”

“Change and innovation are inevitable. We must live with it.”

“Embrace change and learn to adapt to it. Be a skilled journalist who knows how to use AI. Think about it, sino ba ang nag ooperate sa likod ng AI-generated sportscasters, isa rin bang journalist na marunong sa AI? Think about it.”

*Cover Photo/Thumbnail Photo from GMA Network’s FB page