Is Fifa allowed to make AI athletes? – video

Does qualifying for the World Cup mean you now support the Knicks? From World Cup promos to NBA Finals ads, AI imagery is becoming more common in sports promotions. Many athletes are under contracts that permit the use of their likeness, but in an age of hyper-real AI, do new rules need to be put in place? Our reporter Mark Mcpartland takes a look. Continue reading...

This story was reported by Business | The Guardian. EUROPES curates Europe's most relevant coverage — read the full report at the original source.