Skip to content
Saturday 8 August 2026London --:--Frankfurt --:--Zurich --:--
NewslettersSearchEN · DE
MorningWire

European business, markets and politics

FTSE 100
10,901.09
+0.31%
DAX
26,319.45
+0.69%
CAC 40
8,714.93
+0.17%
STOXX 50
6,523.86
+0.33%
  • Europe
  • Markets
  • Business
  • Economy
  • Technology
  • Politics
  • Opinion
More
GermanyFranceBankingAIEnergyFintechPropertyCapital Markets
  • Germany
  • France
  • Europe
  • Markets
  • Business
  • Economy
  • Technology
  • Politics
  • Opinion
  • DE
Thursday 09 November 2023 7:00 am  |  Updated:  Wednesday 08 November 2023 12:52 pm

Ed Warner: Could AI avatars replace boxers and Formula 1 drivers?

By: Ed Warner

Sports Business Columnist

Add as a preferred source on Google
AI avatars boxing? It would be safer and we already pay to watch Abba holograms play 'live'
AI avatars boxing? It would be safer and we already pay to watch Abba holograms play ‘live’

Ed Warner imagines a future in which Artificial Intelligence makes dangerous sports such as boxing and Formula safer by doing away with the human element altogether.

The Elon Musk vs Mark Zuckerberg cage fight never came off, so sparing the world the sight of two puffed-up egos moving from spewing bile about each other to spilling blood. That hasn’t stopped the founder of Tesla, owner of X, race-to-spacer and Rishi Sunak’s celebrity interviewee from reflecting on the essence of sport.

“Musk said that work would become like the Olympic Games,”  The Times reported, “something done only for pleasure but still likely to be enormously popular. ‘A machine can go faster than any human, but we still watch competitions,’ he said.”

He is right of course, but could the balance of our sporting interest tilt from man to machine? Could AI enable some sports to replace the human factor entirely, saving them from an illegal underworld existence in the process?

I rewatched the first Rocky movie on a recent transatlantic flight. I had only a hazy memory of the outcome of its climactic boxing match and so was able to wince and flinch with elevated heart-rate through the faked bout. If I’d had perfect recall of the detail, my enjoyment would have lessened to match a steadier pulse. The uncertainty was crucial.

What is the essence of boxing’s excitement? For me, it has much to do with imagination of what the pain and jeopardy in the ring must be like for the boxers, safe in the knowledge that none of it is coming my way. That and appreciation of skills I could only dream of possessing.

My own experience of pain facilitates this imagining, just as my ability to drive a regular car on public roads assists my appreciation of the skill and danger inherent in Formula 1.

Now that I can watch avatars of the four members of Abba perform “live” in concert, why couldn’t I get all the thrill of boxing without any individual risking their health in return for my ticket money or TV subscription? 

Let Eddie Hearn and Frank Warren harness AI and compete to build the most accomplished boxing avatar. Pit their creations against each other in the ring in an 80,000 seater stadium with an entirely uncertain sporting outcome. Think Rocky in the virtual flesh.

I can see the reassuring credits now: “Nobody was hurt in the making of this bout”. No less authentic than a scrap between a couple of influencers either, and just as likely to go viral.

This year’s F1 season rightly raises the question once again of the relative importance of man and machine. Max Verstappen runs away with the title; Sergio Perez is at risk of losing his seat for a poor record in the same Red Bull car.

Take away the expletives-deleted interaction between drivers and their pit motherships and what would we be left with, though? Might as well compete to build avatars to drive the cars. Give them artificial emotions with a propensity to profanity and maybe we can get just as excited (or not) about the racing as we are today. Might be harder to enthuse over Drive to Survive though – unless the scientists creating the avatars can come over all Dr Frankenstein on screen.

For now, we still want to see humans run as fast as they can – preferably without the aid of performance-enhancing drugs. Most of us know the sensations involved in running, sufficient to be able to imagine what a sub-10 second 100m might feel like. But as traditional athletics continues to slip in popularity it’s clear that, while necessary, spectator imagination alone is far from sufficient for any sport to survive.

Read more

Ed Warner: Why I’m optimistic about the future for Sussex Cricket

Financial graph with upward trend, symbolizing business growth and success.

Those sports that not only survive but thrive are likely to be the ones that harness AI, marrying man and machine – while preserving the allure of the frailty of the human condition – to take our enjoyment to new levels and into new dimensions.

Cancel culture ’55-’56

I stumbled on a fascinating exhibition of the art of Ben Shahn in Madrid’s Museo Nacional Centro de Arte Reina Sofia last week. One piece stood out as very different: an energetic scribbled baseball slugger and catcher titled National Pastime. Like much of Shahn’s work, context is all.

National Pastime formed part of a 1955-56 exhibition of sporting art that toured the US before heading to Australia to coincide with the Melbourne Olympics. This was the era of McCarthyism with its anti-communist purges. The views of Shahn and three other artists were deemed inappropriate by some and protests were staged against the exhibition in Dallas.

“The more you try to find the subject in the paintings, the fuzzier you get in the head, and this is the way the communists want you to feel, for when you are fuzzy in the head, you are ready for infiltration,” said one objector to the Sport in Art exhibition cited in Cold War Economics: A New Battlefront in Psychological Warfare, 1948-1956 by Harry Blutstein. 

The show never made it to Australia, for reasons that remain opaque. Shahn’s picture has outlasted the misguided zealotry of the time. I like to view the furore it provoked as an enduring reminder of the dangers of censorship, not just of artists but of our sporting stars also. 

There are too many forced apologies today for opinions honestly held and expressed. Crank up the virtue-signalling and you crush the essence of debate, and lose something of the authenticity of sport in the process. Might as well hand it all over to the avatars.

Curiouser and curiouser

I’ve often plugged articles from the insidethegames website in my columns. It has long been a valuable source of information on Olympic and Paralympic sport: part regurgitation of press releases from small sports, part investigative journalism, part opinion. 

Out of the blue last week came an announcement that the founders had left and the majority shareholders had taken full control. Key journalists are said to have departed.

I’d (naively) assumed the founders and owners were one and the same. Clearly not. A trawl of Companies House shows three directors aside from the departed founders. One a Ukrainian living in Greece, plus a Russian and a Hungarian. Curious, and makes me wonder about some of what I’ve been reading down the years.

And then up pops an article on a website called The Inquisitor suggesting links between the new owners of insidethegames and the Kremlin. Curiouser. On Tuesday insisdethegames issued a statement in which it and its owners “maintain no affiliation with any individuals or governments of any countries”.

I hope the departed insidethegames hacks find a new home from which to hold sporting bodies to account very soon. I’m missing their work already.

Ed Warner is chair of GB Wheelchair Rugby and writes his sport column at sportinc.substack.com

Read more

Cristiano Ronaldo on Mars: Where will sport take us in the next five years?

Cristiano Ronaldo smiling in his white and yellow Al Nassr football jersey during a match

Share this article

  • Facebook
  • X
  • LinkedIn
  • WhatsApp
  • Email

Similarly tagged content:

Sections

  • News

Categories

  • Sport
  • Sport Business

Related Topics

  • Artificial intelligence (AI) and robots
  • Boxing
  • Formula 1
  • Motorsport
  • Olympic Sport
  • Sport business
  • Sports marketing
  • Sports money

Trending Articles

  • WPP slashes jobs as revenue continues to fall

  • Liverpool owners tipped to sell – but not to Amazon boss Bezos – by former CEO

  • Revolut founder’s wealth set to balloon amid talks of share award at $500bn valuation

  • Starling plans to ‘come out swinging’ in diversification bid

  • As it happened: Stocks rise despite new tensions in Strait of Hormuz; Oil price climbs

More from Morning Wire

  • Ed Warner: Why I’m optimistic about the future for Sussex Cricket

    Sport Business
    Financial graph with upward trend, symbolizing business growth and success.
  • Cristiano Ronaldo on Mars: Where will sport take us in the next five years?

    Sport Business
    Cristiano Ronaldo smiling in his white and yellow Al Nassr football jersey during a match
  • Sport expects true fan Andy Burnham to take a leaf out of John Major’s book

    Sport Business
    Getty Images logo on a vibrant background, representing a leading visual media company in the news and business industry.
  • Ben Stokes bombshell shows how power has swung to sport’s players and coaches

    Sport Business
    Business professionals discussing strategy in a modern office setting with laptops and documents on a wooden conference ta...
  • Commonwealth Games must prove crises are thing of past

    Sport Business
    Josh Kerr winning an athletics race at the London Stadium, with cheering crowds in the background.
  • Fifa crisis: Is it possible to defend Infantino’s World Cup sell-off plan?

    Sport Business
    Gianni Infantino speaks near the FIFA World Cup trophy as Donald Trump sits, wearing a red Trump Was Right About Everythin...
  • Competition watchdog clears Paramount Warner Bros acquisition

    Media
    Paramount, Netflix, Warner logos; media giants intensifying streaming competition and strategic industry shifts
  • Formula 1’s governing body wants more races in China and Asia

    Sport Business
    GettyImages 2284466488 shows a significant business event with professionals networking in a modern conference setting.
MorningWire

Independent European business, markets and political news for decision-makers.

Morning Briefing

Europe

  • Germany
  • France
  • Europe
  • UK & Ireland

Business

  • Markets
  • Banking
  • Technology
  • Energy
  • Property
  • Fintech

Editorial

  • Opinion
  • Editorial Policy
  • Corrections
  • Contact

Company

  • About Morning Wire
  • Privacy Policy
  • Terms of Use
  • Cookie Policy
© 2026 Morning Wire Ltd · Published by Morning Wire Media, Bahnhofstrasse 65, 8001 Zürich, Switzerland
Privacy · Terms · Cookies · Facebook