AI avatar technology company Genies has formed a partnership with MLB Players Inc, the commercial arm of the Major League Baseball Players Association, to create interactive AI-based digital representations of professional baseball players, according to a company announcement.
The collaboration will focus on developing personality-driven AI characters that allow fans to interact with virtual versions of athletes across multiple digital platforms. The companies position the initiative as a way to strengthen fan connections beyond live games and traditional media, offering year-round engagement opportunities.
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Genies said it will rely on its proprietary technology to automatically generate interactive avatars that reflect individual player identities. The approach is intended to activate athlete intellectual property in new digital formats, shifting fan experiences from largely passive consumption toward more participatory interaction.
The company described the partnership as a significant step in redefining how athlete brands are presented online, arguing that advances in AI now make it possible to deploy large numbers of interactive digital personas at scale while maintaining consistency and authenticity.
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MLB Players Inc said the initiative fits into its broader strategy to reach a growing global fanbase through innovative digital products. The organization views AI-driven experiences as a way to complement existing forms of engagement while opening new commercial and cultural opportunities for players in the digital space.
Source: PR Newswire