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WSC Sports Claims AI-Generated Content Powers World Cup Coverage and Kids Programming
At the Microsoft AI Tour Tel Aviv 2026, Itai Epstein, vice president of new ventures at WSC Sports, revealed that the company is producing AI‑generated World Cup content for broadcasters worldwide. According to a Calcalist report, Epstein explained that WSC’s platform can create personalized, local sports stories that viewers can access on any device.
Epstein highlighted a partnership with Kan 11, the Israeli state‑owned free‑to‑air channel. In that collaboration, live‑updated stories and match summaries are delivered to every viewer of World Cup coverage on Kan 11. “All the World Cup content you watch comes from WSC Sports,” he said.
When asked whether the content is produced automatically, Epstein confirmed that AI analyzes the game in real time, identifies highlights, and produces material for digital, television and other platforms. The platform is already in use by more than 500 organizations, including the NBA, ESPN, YouTubeTV and LaLiga.
WSC’s new division, WSC Studios, launched two years ago to apply generative models to text, audio, image and video. The division produced a children’s series for the NBA called “The Alley & Oop Show.” The show follows two animated characters who travel the United States in a “Hoopmobile” and teach kids about NBA players, teams and the game.
Epstein said the studio’s output is largely automated. Voice for the kids’ series is generated by text‑to‑speech models that clone the actors’ voices. For adult sports series, the platform requires fewer people to produce content.
The company’s AI platform also offers multi‑language voiceovers. The NBA has used the technology to serve a global audience, with 75 % of its viewers located outside the United States.
Despite these claims, a January 2026 study by AI risk‑management firm Alethea found that generative AI systems still struggle to accurately index, label and analyze sports events. The study suggests that while WSC’s platform can automate many production tasks, the quality of the generated content may vary.
WSC’s business model centers on transforming live and archived sports footage into searchable, personalized experiences. The platform claims to enable broadcasters to deliver tailored highlights, summaries and commentary to individual viewers.
The company’s statements have not yet been independently verified. The effectiveness of the AI‑generated content in engaging fans, and whether it meets broadcasters’ quality standards, remains to be seen.
WSC Sports continues to expand its AI‑driven offerings. In 2024 the company announced a partnership with video‑intelligence firm vi to scale automated content creation and monetization for sports broadcasters.
The platform is available on the AWS Marketplace and is used by more than 500 organizations worldwide.
In summary, WSC Sports claims that its AI platform can produce personalized, real‑time sports content for broadcasters, including World Cup coverage on Kan 11 and a children’s NBA series. The company also asserts that AI reduces production staff and offers multi‑language voiceovers. However, independent research indicates that AI still has limitations in accurately analyzing sports events. The industry will need to observe how WSC’s technology performs in live broadcasts and whether it delivers the promised quality and engagement.
Epstein highlighted a partnership with Kan 11, the Israeli state‑owned free‑to‑air channel. In that collaboration, live‑updated stories and match summaries are delivered to every viewer of World Cup coverage on Kan 11. “All the World Cup content you watch comes from WSC Sports,” he said.
When asked whether the content is produced automatically, Epstein confirmed that AI analyzes the game in real time, identifies highlights, and produces material for digital, television and other platforms. The platform is already in use by more than 500 organizations, including the NBA, ESPN, YouTubeTV and LaLiga.
WSC’s new division, WSC Studios, launched two years ago to apply generative models to text, audio, image and video. The division produced a children’s series for the NBA called “The Alley & Oop Show.” The show follows two animated characters who travel the United States in a “Hoopmobile” and teach kids about NBA players, teams and the game.
Epstein said the studio’s output is largely automated. Voice for the kids’ series is generated by text‑to‑speech models that clone the actors’ voices. For adult sports series, the platform requires fewer people to produce content.
The company’s AI platform also offers multi‑language voiceovers. The NBA has used the technology to serve a global audience, with 75 % of its viewers located outside the United States.
Despite these claims, a January 2026 study by AI risk‑management firm Alethea found that generative AI systems still struggle to accurately index, label and analyze sports events. The study suggests that while WSC’s platform can automate many production tasks, the quality of the generated content may vary.
WSC’s business model centers on transforming live and archived sports footage into searchable, personalized experiences. The platform claims to enable broadcasters to deliver tailored highlights, summaries and commentary to individual viewers.
The company’s statements have not yet been independently verified. The effectiveness of the AI‑generated content in engaging fans, and whether it meets broadcasters’ quality standards, remains to be seen.
WSC Sports continues to expand its AI‑driven offerings. In 2024 the company announced a partnership with video‑intelligence firm vi to scale automated content creation and monetization for sports broadcasters.
The platform is available on the AWS Marketplace and is used by more than 500 organizations worldwide.
In summary, WSC Sports claims that its AI platform can produce personalized, real‑time sports content for broadcasters, including World Cup coverage on Kan 11 and a children’s NBA series. The company also asserts that AI reduces production staff and offers multi‑language voiceovers. However, independent research indicates that AI still has limitations in accurately analyzing sports events. The industry will need to observe how WSC’s technology performs in live broadcasts and whether it delivers the promised quality and engagement.
