Built From Numbers, Speaks in stories: Flashscore Unveils AI Presenter AILA
Developed in collaboration with creative high-value AI production studio Fameplay, AILA turns Flashscore's sports data driven features and narratives into localised presenter-led video.
Flashscore, one of the world's largest digital sports data and news platforms with more than 155 million monthly users, today announced that AILA — a fully synthetic multilingual AI presenter – is becoming a permanent brand asset after the debut during the 2026 World Cup. Developed in collaboration with creative high-value AI production studio Fameplay, AILA turns Flashscore's sports data driven features and narratives into localised presenter-led video.
The World Cup served as the proof of concept. AILA anchored Route 48, Flashscore's player-by-player data profile series, in Spanish and Brazilian Portuguese, and fronted an app-download campaign across Latin America, Spain and France – speaking each market's language natively. On the strength of that run, Flashscore is now ready to extend AILA across product and editorial announcements, original shows and partnerships. Meet AILA.
An extension of an existing newsroom – not a replacement for it
AILA sits on top of a media operation Flashscore has been building since 2022. Its sports news service is now published in 13 languages across 31 markets, reaching over 20 million users monthly with editorial and data driven content.
That content is produced in-house whether in the traditional newsroom, the state-of-the-art broadcast studio, or within its podcast and virtual spaces. Video formats such as match previews are prepared semi-automatically across languages in the data newsroom and are published directly to the match details pages across all markets simultaneously.
AILA applies the same principle to multimedia production in the studio. AILA does not replace human editorial teams or studios, but rather complements them effectively and adds an always-available,
Our newsroom reaches millions of people, and we built our own studios to enhance our content the way we want it
said Alan Záruba, Chief Digital Content Officer at Livesport.
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.
How was AILA built
Fameplay developed AILA over the course of 2025. Production involved filming the movements and gestures of a real actress which was paired with a fully synthetic face, not based on any real, identifiable person. This keeps AILA adaptable across markets and fully owned by Flashscore under unlimited-use licensing, with no real individual's likeness involved.
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,
says Lukáš Záho?, Chief AI Producer and Co-Founder, Fameplay and adds:
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.
Most synthetic presenters, by contrast, borrow a real person's face and simply hope no one asks who actually owns it. For Flashscore, we created an asset that will only become more valuable over time, not a deepfake that lasts only until the first lawsuit,
Záho? concludes.
Where AILA goes next
In the first phase Flashscore plans to use AILA in three areas: for product announcements and as an internal information tool across all territories, as a smart visitor in new original TV shows, and as a digital narrator in collaboration with Opta breaking down the statistics behind the game for football fans who want to understand the numbers beyond the score.The idea of AILA started as a concept for an innovative TV programme we’re currently working on and it ended up as a virtual face we can point at almost anything — editorial, campaigns, product, partnerships,
said Alan Záruba.
We already had a global pool – super effective AI powered newsroom to scale our sport news in 31 countries. AILA added a completely new space for us and a number of possibilities on how to scale our content even further beyond the horizon of our thinking.
Related News:
