Episode 27 of the AI Locker Room explores the rise of synthetic media and deepfakes in sports, from cloned player voices and manufactured highlights to posthumous recreations. Hosts Guy Branston and Ashley Barratt discuss how these technologies threaten authenticity, fan trust, fairness, privacy and the economics of sport.

The episode also covers the potential upsides—enhanced analysis, immersive replays and training tools—and industry responses like verification tech, transparency and consent. It’s a call to stay informed, demand accountability, and balance innovation with integrity.