NBC to Use AI-Generated Voice of Late Sports Narrator Jim Fagan for NBA Coverage

NBC will be using the AI-generated voice of Jim Fagan for its NBA coverage. A beloved sports narrator who passed away in 2017, Fagan’s distinctive voice was a staple of NBC’s NBA broadcasts from 1990 to 2002. Known for his compelling "NBA on NBC" promos, he also narrated introductions for the league’s iconic stars, including Michael Jordan, Shaquille O’Neal, and Hakeem Olajuwon. In a press release on Tuesday, NBC announced that with the consent of Fagan’s family, his voice would be recreated using artificial intelligence. This AI-generated voice will feature in select title sequences, show openings, and promotional spots when the network resumes its NBA broadcasts in October. Rick Cordella, the president of NBC Sports, expressed delight at this initiative: “Jim’s voice perfectly captured the excitement and significance of the games and the players he introduced. It’s been a pleasure to work with his family to recreate his voice and pay tribute to his legacy.” The network has already debuted its first promo featuring the AI-generated voice of Fagan, which can be heard in the embedded video below. NBC emphasizes that Fagan’s AI voice will complement, rather than replace, the traditional voiceover work provided by other artists. This innovative approach to honoring a cherished figure in sports broadcasting highlights NBC’s commitment to blending nostalgia with modern technology. It not only preserves the essence of Fagan’s contribution but also offers a unique listening experience for viewers, bridging the gap between the past and the present in an engaging way. Disclosure: Comcast, the parent company of NBCUniversal, is also an investor in Vox Media, the parent company of The Verge.