Electronic Arts is using artificial intelligence to help build the commentary system in EA Sports FC 26, including replicating certain player names in commentator Guy Mowbray’s voice with his permission. The technology reportedly helps deal with the huge scale of the modern game, but the main match commentary is still recorded by human broadcasters.
“AI has long been part of our development pipeline–from animation to gameplay systems–and continues to support our teams in making better, more responsive football experiences,” EA said in a statement talking to BBC Sports. “But when it comes to commentary and content, it’s always a collaboration with our talent–not a replacement.”
Commentary in sports games has changed dramatically over the past 30 years. In sports franchises, from Madden to WWE 2K games, players are now immersed in every move, even blunt criticism.
“That’s a terrible shot,” Mowbray groans in one line. “What were they thinking!?” adds Sue Smith. Even though the commentators never see the matches being played at home, Mowbray said that he and Smith will need 10 different ways to say a line or a player’s name to add insight or color.
“We have not got anything to actually watch, so there is no frame of reference when we are doing it. Instead, I have to picture it in my mind’s eye and think: ‘What would I say?'”
Mowbray, who has led football coverage on Match of the Day since 2004, says producing commentary for the game is constant work. “It constantly needs updating with new names for all the new players, plus new terminology and new features in the game,” he said. “It’s an ever-evolving process, and it’s exciting to be part of it because it never stands still.”
Over the past year, several major releases have experimented with AI-generated or AI-assisted voices, reflecting a broader shift in how studios approach performance and dialogue. Just last year, Fortnite introduced an AI-voiced Darth Vader that responds to player prompts, recreating the voice of James Earl Jones with approval from his estate. Meanwhile, Arc Raiders has reportedly blended AI text-to-speech with traditional recordings for certain in-game dialogue, and The Finals has continued to draw attention for its use of synthesized announcer voices.