Enlarge / Al Michaels looks on prior to the game between the Minnesota Vikings and Philadelphia Eagles at Lincoln Financial Field on September 14, 2023, in Philadelphia, Pennsylvania. (credit: Getty Images)

On Wednesday, NBC announced plans to use an AI-generated clone of famous sports commentator Al Michaels' voice to narrate daily streaming video recaps of the 2024 Summer Olympics in Paris, which start on July 26. The AI-powered narration will feature in "Your Daily Olympic Recap on Peacock," NBC's streaming service. But this new, high-profile use of voice cloning worries critics, who say the technology may muscle out upcoming sports commentators by keeping old personas around forever.

NBC says it has created a "high-quality AI re-creation" of Michaels' voice, trained on Michaels' past NBC appearances to capture his distinctive delivery style.

The veteran broadcaster, revered in the sports commentator world for his iconic "Do you believe in miracles? Yes!" call during the 1980 Winter Olympics, has been covering sports on TV since 1971, including a high-profile run of play-by-play coverage of NFL football games for both ABC and NBC since the 1980s. NBC dropped him from NFL coverage in 2023, however, possibly due to his age.

Enlarge / A visual from the fake documentary Olympics Has Fallen produced by Russia-affiliated influence actor Storm-1679. (credit: Microsoft)

Last year, a feature-length documentary purportedly produced by Netflix began circulating on Telegram. Titled “Olympics have Fallen” and narrated by a voice with a striking similarity to that of actor Tom Cruise, it sharply criticized the leadership of the International Olympic Committee. The slickly produced film, claiming five-star reviews from The New York Times, Washington Post, and BBC, was quickly amplified on social media. Among those seemingly endorsing the documentary were celebrities on the platform Cameo.

A recently published report by Microsoft (PDF) said the film was not a documentary, had received no such reviews, and that the narrator's voice was an AI-produced deep fake of Cruise. It also said the endorsements on Cameo were faked. The Microsoft Threat Intelligence Report went on to say that the fraudulent documentary and endorsements were only one of many elaborate hoaxes created by agents of the Russian government in a yearlong influence operation intended to discredit the International Olympic Committee (IOC) and deter participation and attendance at the Paris Olympics starting next month.

Other examples of the Kremlin’s ongoing influence operation include: