ESPN Pulls AI-Generated Images From NBA Finals After Public Backlash
ESPN has stopped using AI-generated animated images during NBA Finals coverage after the graphics drew widespread criticism online.
The network debuted the "moving portraits" during Game 1 of the championship series between the New York Knicks and San Antonio Spurs. The animated images distorted the facial features of NBA legends including Tony Parker, Bill Russell, and Kobe Bryant, prompting social media users to question why ESPN used the technology at all.
"Why use AI when they literally have the pictures?" one viewer wrote on X, referencing ESPN's access to decades of NBA footage and photography.
The graphics were absent from Game 2 and will not appear in remaining Finals games. ESPN management quietly discontinued the experiment after the initial broadcast.
What Went Wrong
ESPN created an animated version of a classic photo showing Parker celebrating after the Spurs' 2003 championship win. The result appeared distorted enough that viewers questioned whether the image was supposed to represent Parker at all.
The backlash was swift. Social media users described the animation as an "uncanny-valley nightmare" and criticized the network for choosing AI generation over using existing broadcast footage or photography.
A network resource confirmed the graphics were created using AI tools and said management was evaluating whether to continue using the technology in future broadcasts.
Lessons for Communications Teams
The incident serves as a cautionary case study for PR and communications professionals considering AI implementation. The technology's limitations became immediately visible to millions of viewers, damaging ESPN's credibility rather than enhancing it.
Organizations deploying new technologies should test them thoroughly with their actual audience before rolling out at scale. ESPN had access to superior alternatives - existing footage and photography - yet chose the unproven option.
The decision to pull the graphics quickly likely prevented further reputational damage. Public perception of AI tools remains cautious, and visible failures reinforce skepticism about the technology's readiness for high-stakes applications.
Your membership also unlocks:
