WSC Sports Uses AI to Create Personalized Sports Content and Kids’ Shows with NBA
Ittai Epstein, Vice President of New Ventures at WSC Sports, discussed the company’s AI-driven sports content innovations during the Microsoft AI Tour Tel Aviv 2026 event. WSC Sports produces highly personalized and localized sports content that viewers can access anytime and anywhere. Epstein highlighted their partnership with Israeli broadcaster Kan 11, which uses WSC’s technology to generate live Instagram stories and game highlights for the World Cup, all created automatically without human editing.
Epstein also detailed WSC’s collaboration with the NBA through their WSC Studios division, which uses generative AI models to create digital animated series for children. The series features original characters, Eli and Hop, who teach kids about NBA players, teams, and the game while traveling across the US in a magical bus. Unlike the fully automated World Cup content, these children’s programs involve a small creative team supported by AI tools, significantly reducing production time and costs.
The company also employs AI-generated voice cloning of real players for narration, compensating the players for their participation. Epstein noted that AI allows WSC to produce complex shows with far fewer people, enabling sports organizations to create engaging content for younger audiences more efficiently.
Beyond sports, WSC is expanding into news automation and exploring other media sectors. The company serves over 700 clients worldwide, including major leagues like the NBA, NFL, NHL, and broadcasters such as ESPN. Their AI analyzes live and archived sports content, including interviews and crowd reactions, to generate digital content for apps and social media.
WSC’s partnership with Microsoft aims to enhance AI capabilities in sports, enabling rights holders to transform live and archived content into searchable, personalized experiences that deepen fan engagement and streamline workflows. Epstein emphasized that AI-driven agents can now build content campaigns, analyze trends, and produce automatic content, empowering human teams and enabling scalable, personalized sports content delivery.
