Skip to main content TechRadar the technology experts Search TechRadar View Profile België (Nederlands) Deutschland North America US (English) Australasia New Zealand Tech Radar Pro Tech Radar Gaming Nintendo Switch 2 Best laptop NYT Wordle today Artificial Intelligence NBC resurrects legendary NBA voice Jim Fagan using AI Eric Hal Schwartz Nostalgia from a neural network When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Getty Images / Ezra Shaw) NBC Sports will use an AI-generated version of legendary announcer Jim Fagan’s voice in its upcoming NBA coverage The re-creation will appear in intros and promos with the approval of Fagan's family NBC hopes to evoke nostalgia for 1990s basketball with the AI voice The booming, baritone narration by Jim Fagan is as much a part of 1990s NBA games as Bugs Bunny selling shoes with Michael Jordan or the “Roundball Rock” theme song. Though Fagan passed away in 2017, NBC has his voice ready to go for the upcoming season thanks to AI voice cloning. NBC Sports announced the plan for when it regains broadcasting rights this October. Fagan’s voice won’t be narrating entire games, the current commentators don't have to worry about direct AI competition just yet. The plan is to use him selectively: show opens, promotional spots, maybe the dramatic lead-in to a playoff broadcast. The network is reportedly shelling out billions as part of a massive rights package shared with Amazon and Disney. What better way to brand its return than with the voice that defined the league’s TV glory years? NBC just hopes Fagan's phantom voice will remind people of the NBA's golden age three decades ago. You may like Gabby Petito murder documentary sparks viewer backlash after it uses fake AI voiceover Netflix tried to fix 80s sitcom A Different World with AI but it gave us a different nightmare I cloned my voice in seconds using a free AI app, and we really need to talk about speech synthesis NBC approached the project carefully to avoid a backlash from Fagan's fans. The company built Fagan's vocal doppelganger with the permission and cooperation of Fagan’s family. "He took great pride in his work with NBC Sports, especially in helping set the stage for some of the most memorable moments in NBA history. Knowing that his voice will once again be part of the game he loved – and that a new generation of fans will get to experience it – is incredibly special for our family," Fagan’s daughters, Jana Silvia Joyce and Risa Silvia-Koonin, said in a statement. "He would be so thrilled and proud to be a part of this." Slam dunk AI If this sounds like the echo of a similar idea, that's because NBCUniversal has dipped into its AI audio toolbox very recently. At the Paris Olympics last year, NBC recreated Al Michaels’ voice to deliver Olympic recaps on Peacock. There’s a trend in sports broadcasting to remix the past using futuristic tools. Whether it’s classic theme songs, throwback logos, or AI-generated recaps, the goal is novelty nostalgia, a feeling more than a strictly perfect recreation. And if it works, get ready for AI to resurrect Marv Albert next. Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. You might also like Google and NBC are using AI to try and stick the landing at the Paris Olympics The AI That Cried AAAAAAHHH! I tried the most realistic AI voice companion ever created - if ChatGPT or Gemini ever gets this good, reality is in trouble See more Computing News Eric Hal Schwartz Social Links Navigation Contributor Eric Hal Schwartz is a freelance writer for TechRadar with more than 15 years of experience covering the intersection of the world and technology. For the last five years, he served as head writer for Voicebot.ai and was on the leading edge of reporting on generative AI and large language models. He's since become an expert on the products of generative AI models, such as OpenAI’s ChatGPT, Anthropic’s Claude, Google Gemini, and every other synthetic media tool. His experience runs the gamut of media, including print, digital, broadcast, and live events. Now, he's continuing to tell the stories people want and need to hear about the rapidly evolving AI space and its impact on their lives. Eric is based in New York City. You must confirm your public display name before commenting Please logout and then login again, you will then be prompted to enter your display name. 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