By John McCarthy, Opinion Editor

February 24, 2023 | 2 min read

Football fans often dream about their teams making the final, Oddset took that one step further using artificial intelligence (AI).

The Swedish activation follows the nation’s progress in the European tournament. The ‘Dreams of Europe’ audio service was created with the help of Stockholm-based communication agency Perfect Fools.

Amid a flux of interest in AI tools aiding creativity (something Activision’s CMO Fernando Machado was just talking to us about), there are 32 AI-generated radio commentaries that allow football supporters to dream about how their team wins the cup and secures a place in European play.

OpenAI’s GPT-3 was trained on data related to each team's lineups and instructions to write simulated commentaries for 192 matches. Some 2.9m words and 17,280 minutes of audio content were generated. Text-to-speech synthesis was then used to interpret the AI-generated texts.

The brand says this “would have been impossible for human copywriters and voice-over actors to produce within the given timeframe.”

“The Swedish Cup is a unique opportunity for teams from the entire league system to make it all the way to a European adventure. Every supporter’s dream is to see their team play in Europe and with the help of technology, it has now been possible to put words to that dream,” says Jonas Nilsson, PR manager at Svenska Spel Sport & Casino.

You can choose a Swedish team and follow them to glory here.

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