NBC is turning to artificial intelligence to revive a legendary voice from its sports broadcasting past. When the network resumes its NBA coverage in October, fans will once again hear the iconic Jim Fagan’s voice this time, generated by AI.
Fagan, who passed away in 2017, was the unmistakable voice behind NBA on NBC promos from 1990 to 2002. Known for his powerful narration and dramatic flair, Fagan introduced some of the league’s biggest stars, including Michael Jordan, Shaquille O’Neal, and Hakeem Olajuwon. His deep, booming tone became synonymous with the golden era of 1990s NBA broadcasts.
Now, with permission from Fagan’s family, NBC Sports is using artificial intelligence to bring his voice back for a new generation of fans.
A Legacy Reimagined with AI
According to NBC’s announcement, Fagan’s AI-generated voice will be featured in select title sequences, show openers, and promo videos during the 2024–2025 NBA season. The move aims to celebrate Fagan’s legacy while blending nostalgia with new technology.
“His voice perfectly captured the magnitude of the heavyweight matchups and stars that he was introducing,” said Rick Cordella, president of NBC Sports. “It’s been a joy to work with Jim’s family to recreate his voice and honor his legacy.”
NBC emphasized that the use of Fagan’s AI-generated voice will supplement traditional voiceover work from current artists, not replace them. This hybrid approach allows the network to respect tradition while embracing innovation.
AI in Sports Broadcasting: A Growing Trend
This isn’t NBC’s first venture into AI-generated audio for sports. Last year, the network experimented with AI voiceovers for the 2024 Paris Olympics, offering personalized recap videos narrated by a synthetic version of Al Michaels. That initiative gave fans the ability to hear highlights read in a familiar voice — powered by artificial intelligence.
The use of AI-generated voices in sports broadcasting is part of a broader trend. Networks are exploring how to create immersive and personalized viewing experiences while preserving the voices that have defined past decades. However, it also raises questions about ethics, creativity, and the role of human voiceover artists in an AI-driven media landscape.
By working closely with Fagan’s family, NBC aims to strike the right balance between respect and innovation. The company has already released its first NBA promo using Fagan’s AI voice, giving fans a preview of what to expect in the upcoming season.
As NBC prepares to air NBA games once again — its first since 2002 — the familiar sound of Jim Fagan’s narration is expected to stir emotions among longtime fans. For younger audiences, it’s a chance to experience one of the most iconic voices in basketball history, recreated with cutting-edge technology.
