EA Sports FC Commentator Agreed to AI Generated Voice Replication

AI and gaming are sort of like oil and water in conversation lately. Many gamers don’t want to see AI move into their favorite franchises, even though developers have been using AI tools for years, including for programming environments, characters, and systems to shore up in-game performance. A recent admission by a commentator for EA Sports FC shows that the use of AI in gaming might not always be a non-starter, even when the voice talents of a performer are generated. Here’s why that matters.

In an interview with the BBC, EA Sports FC commentator Guy Mowbray shared that he has given Electronic Arts permission to keep up with the growing roster of players by “involving AI replicating his voice with his permission for some of the names.” “AI has long been part of our development pipeline – from animation to gameplay systems – and continues to support our teams in making better, more responsive football experiences,” EA said. “But when it comes to commentary and content, it’s always a collaboration with our talent – not a replacement.”

I sort of love this story coming out, because it brings up an interesting nuance in the AI in gaming conversation. Artificial intelligence has been a staple in gaming for years now. Many of us who have gamed for decades have often taken on the “computer AI” player when we’re playing solo in a competitive game. Part of the backlash with gamers in response to AI comes from how it is used. For example, generating art assets without utilizing actual artists’ work is a big point of contention for a lot of players and developers alike.

Even the phrase “using AI in game development” led to Larian having to recontextualize their use of the technology at the end of 2025. A major issue is also the use of AI-generated voices without the voice artist’s permission, as we saw with Aspyr’s recent Tomb Raider remakes for 4-6, which used AI-generated voicework from Françoise Cadol, the French voice of Lara Croft. Aspyr, the maker of the remade games, used a hotfix to remove these lines from the game after backlash.

Unfortunately, AI is here to stay for now, which means we’re going to be debating its ethics and efficacy for years to come. Barring a global economic collapse from its posturing by major tech companies, inflating their own value, or the already-occurring shortage of parts putting stress on product-makers, the major issue here seems to be the loss of artistic value and performance in games. For Mowbray and EA Sports FC, player names receiving a generated AI delivery are fairly low on the list of pressing concerns as to why AI could threaten much of what we love about gaming. Any thoughts on the use of Guy Mowbray’s AI voice, or AI in general? Let us know in the comments.