Artificial intelligence has officially made its way into the commentary booth.
According to a recent BBC interview, EA FC is using generative AI to recreate the voice of long-time commentator Guy Mowbray for certain in-game lines. EA wants to simplify the most demanding part of voice acting: reciting thousands upon thousands of player names in different intonations.
Mowbray Authorizes EA To Use AI For His Voiceline
Mowbray, who has been part of the EA FC franchise since 2023, explained that recording commentary is far more demanding than most fans probably realize. Every year involves reading the names of more than 20,000 players in different tones and inflections. From the commentator reacting to an injury, to the tense moment before a goal, every time the name is recited in a different tone. It leads to repetitive work that stretches across months.
To make this process less time-demanding, Mowbray has allowed EA to use generative AI to reproduce his voice for some name recordings. This makes the entire system less dependent on Mowbray’s presence in the booth. He doesn’t need to be there whenever a player is added or updated.
Plus, both EA and Mowbray think of this as more of a collaboration than a replacement. EA reportedly described the approach as “always a collaboration with our talent, not a replacement,” emphasizing that longer commentary lines and more nuanced delivery still come directly from Mowbray himself.
This sounds like a good route to take when it comes to using AI to generate game content. Authenticity is everything in sports games, so by limiting it to simple name pronunciations and short phrases, EA is aiming to reduce the workload without losing that authenticity.
Still, the move raises broader questions about the future of voice work in gaming. Even when used with permission and collaboration, generative AI in creative roles remains a sensitive topic across the industry.
For now, EA Sports FC’s use of AI seems targeted and controlled rather than sweeping. Guy Mowbray’s voice is still very much at the heart of the broadcast experience.
