By Guardian staff reporter
Publication Date: 2026-06-12 14:49:00
Does qualifying for the World Cup mean you’re now rooting for the Knicks?
From World Cup promos to NBA Finals ads, AI imagery is becoming increasingly common in sports advertising. Many athletes have contracts that allow their likeness to be used. But do new rules need to be introduced in the age of hyperreal AI?
Our reporter Mark Mcpartland takes a look.
