NBC has announced that it will be using an AI-generated voice of late sports narrator Jim Fagan for its upcoming NBA coverage, starting in October. Fagan's iconic voice, which was a staple of NBC's NBA coverage from 1990 to 2002, will be recreated using artificial intelligence technology, with permission from his family.

Fagan was known for his distinctive voice and narration style, which added to the excitement and drama of NBA games. He was particularly famous for his "NBA on NBC" promos, as well as his narration of promos and openers for some of the league's biggest stars, including Michael Jordan, Shaquille O'Neal, and Hakeem Olajuwon. NBC Sports president Rick Cordella praised Fagan's voice, saying it "perfectly captured the magnitude of the heavyweight matchups and stars that he was introducing."

The use of AI-generated voice technology is not new to NBC, as the network used a similar tool during the 2024 Paris Olympics to generate personalized recaps using the voice of sportscaster Al Michaels. This latest development marks a significant milestone in the use of AI in sports broadcasting, and could potentially pave the way for other networks to explore similar technologies.

According to NBC, the AI-generated voice of Fagan will "supplement traditional voiceover work by other artists," and will be used across select title sequences, show opens, and promos. The network has already released a promo featuring Fagan's AI-generated voice, which can be heard in a video embedded below.

The implications of this technology are far-reaching, and could have significant consequences for the sports broadcasting industry. With the ability to recreate the voices of iconic narrators like Fagan, networks may be able to tap into nostalgia and create a sense of continuity with past broadcasts. Additionally, the use of AI-generated voices could potentially reduce production costs and open up new opportunities for creative storytelling.

However, some may raise concerns about the ethics of using AI-generated voices, particularly in the context of sports broadcasting. As the technology continues to evolve, it will be important for networks to consider the potential impact on the viewing experience, as well as the potential consequences for the voiceover industry as a whole.

For now, NBC's use of Fagan's AI-generated voice marks an exciting development in the world of sports broadcasting, and could potentially pave the way for new and innovative storytelling approaches in the future.