Following Successful 2026 World Cup Debut, Synthetic Avatar to Front Product Updates, Original Shows, and Opta Partnerships
Live-score and sports data platform Flashscore has officially integrated AILA, its fully synthetic multilingual AI presenter, as a permanent brand asset. Following a successful proof-of-concept rollout during the 2026 World Cup, the AI avatar will now be deployed across editorial announcements, original shows, product updates, and brand partnerships.
During its initial debut, AILA anchored Route 48, the platform’s player-by-player data profile series, in Spanish and Brazilian Portuguese, while also fronting high-visibility app-download campaigns across Latin America, Spain, and France.
Scaling Media Operations and Multilingual Reach
The permanent adoption of AILA builds upon Flashscore‘s ongoing media expansion, which has been actively developed since 2022. The platform’s sports news service currently publishes content in 13 languages across 31 markets, engaging upwards of 20 million users monthly with data-driven journalism and editorial features. Additionally, select video formats, such as match previews, are generated semi-automatically across languages and published directly to match detail pages simultaneously.
Developed in collaboration with Fameplay throughout 2025, AILA was engineered by combining the physical movements and gestures of a real human actress with a completely synthetic, custom-built face that is not modeled after any identifiable individual. Flashscore holds an unlimited-use license for the asset.
Executive Commentary
Alan Záruba, Chief Digital Content Officer at Livesport, emphasized the strategic vision behind the technology:
“Our newsroom reaches millions of people, and we built our own studios to enhance our content the way we want it. AILA is an extension of that, not a departure from it. We want to stay in the forefront of the current digital development and AI powered stream. When we briefed Fameplay on how to handle the concept of AI digital avatar which can radically change the way how we would scale our content, we wrote a single line to define future AILA: she’s built from numbers, but she speaks in stories.”
Lukáš Záhoř, Chief AI Producer and Co-Founder at Fameplay, detailed the technical creation process:
“AILA was created by deliberately separating two distinct elements. The performance itself, the movement, facial expressions, and on-screen presence, was licensed from a real actress. The face, however, was built entirely from scratch: fully synthetic and fully owned.”
Next Phases of Deployment
Flashscore has outlined three primary focus areas for the first phase of AILA’s expanded integration:
- Product & Territory Communications: Delivering product announcements and internal updates across various regional markets.
- Original Programming: Serving in a “smart visitor” capacity across upcoming original TV show formats.
- Statistical Narration: Fronting a specialized digital narrator format in partnership with Opta, centered around advanced football analytics and statistics.
