Paris Saint-Germain faces Olympique de Marseille this Thursday in the Trophée des Champions, a match broadcast on Ligue 1+. In a unique twist, the French commentary will be translated live by artificial intelligence for the Italian audience, an innovation spearheaded by LFP Media, as revealed by L’Équipe.
“This AI, in addition to translation, will be able to mimic the tone of voice of the French commentators.”
“A major first this Thursday for the Trophée des Champions. Broadcast on Ligue 1+, the clash between Paris Saint-Germain and Olympique de Marseille (at 7 p.m.) will feature simultaneous commentary translated into Italian by artificial intelligence (AI) for Italian subscribers of the LFP Media platform. Since September 19, the Professional Football League’s streaming service has been available by subscription in Italy (the Championship is also broadcast on Sky Sport).
” This AI was developed by the Dubai-based company CAMB.AI, which, in addition to translation, will be able to replicate the voices of the French commentators (Xavier Domergue and Benoît Cheyrou) during the match played at the Jaber Al-Ahmad International Stadium in Kuwait City.
Testing artificial intelligence on a PSG vs OM match is no small matter, and that’s precisely where the problem lies. Translating live commentary by cloning the voices and intonations of the commentators, thanks to CAMB.AI’s technology, is less about playful innovation than about the industrialization of sports storytelling. Under the guise of international accessibility, Ligue 1+ is experimenting with a production where emotion becomes a reproducible, modifiable, and standardized product.
The line between providing a service and losing authenticity is thin. The commentary is no longer an immediate human reaction, but a processed, recalibrated, and re-injected stream. Ultimately, the question is not technological but editorial: if voice, tone and rhythm can be simulated, what still distinguishes a great match from just another optimized piece of content? Football may gain in reach, but it risks losing some of its essence.
