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Flashscore is making AI presenter AILA a permanent part of its content operation after testing the synthetic host during the 2026 World Cup. The sports data and news platform plans to use AILA for original shows, product updates, editorial content and partnerships across multiple languages. Good to Know Flashscore says it reaches more than 155 million users each month. Fameplay created AILA with a synthetic face that does not copy any identifiable person. Flashscore plans to use AILA alongside its existing journalists and studios rather than replace them. World Cup Test Leads to Wider AILA Role AILA first appeared during the 2026 World Cup, presenting Route 48, a player data profile series, in Spanish and Brazilian Portuguese. Flashscore also used the AI presenter in app campaigns across Latin America, Spain and France. The test gave Flashscore a way to turn the same sports data into presenter-led video for different markets without filming a new host for every language. AILA will now work across three main areas. Flashscore plans to use the presenter for product and internal announcements, appearances in new original TV formats and football data videos created with Opta. Alan Záruba, Chief Digital Content Officer at Livesport, said: “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.” Flashscore already had much of the infrastructure needed to scale content before adding AILA. Its news operation began in 2022 and now publishes editorial and data-led sports content in 13 languages across 31 markets, according to the company. Livesport also says Flashscore has developed beyond scores and statistics into original news and multimedia content. Flashscore Owns the Synthetic Face Fameplay developed AILA during 2025 using a different model from many AI avatars. A real actress provided licensed movements, expressions and on-screen performance, while Fameplay created the face synthetically from scratch. The setup means no identifiable real person provides the face used by AILA. Flashscore also holds unlimited-use rights for the digital presenter. Lukáš Záhoř, Chief AI Producer and Co-Founder at Fameplay, said: “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.” Záhoř said the structure gives Flashscore more freedom to reuse the presenter across languages and formats. “That means there is no real person who can claim ownership of it, and nothing limits what it can do. AILA can speak in dozens of languages, across any format, at any time, without being constrained by the availability or limitations of a human performer.” Flashscore says human journalists will remain at the center of its editorial operation. AILA instead adds another production layer to an operation that already uses semi-automated multilingual match previews, broadcast studios, podcasts and virtual formats. That distinction carries extra relevance as sports media companies experiment with generative AI while dealing with questions around likeness rights and synthetic presenters. Flashscore has tried to address part of that problem at the production stage by separating the licensed human performance from the fully synthetic face. FAQ What is AILA? AILA is a multilingual synthetic AI presenter developed for Flashscore by Fameplay. It turns sports data and editorial material into presenter-led video. Did Flashscore use AILA at the 2026 World Cup? Yes. AILA presented the Route 48 player data series and appeared in app marketing across several international markets. Will AILA replace Flashscore journalists? No. Flashscore says AILA will complement its existing newsroom, studios and editorial teams. How was AILA created? Fameplay licensed the movements and performance of a real actress but created the AILA face synthetically without basing it on an identifiable person.

Flashscore

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