Czech-based AI production company Fameplay has developed AILA, an AI-generated presenter that is being used by Flashscore to bring football fans the latest news and results.
Developed by Czech media company Livesport, Flashscore delivers sports news in 13 languages across 31 markets. The platform deployed AILA as a proof of concept during the World Cup, with the fully synthetic multilingual AI presenter hosting Route 48, a player-by-player data profile series, in Spanish and Brazilian Portuguese.
AILA also fronted an app-download campaign across Latin America, Spain and France—speaking each market’s language natively.
Fameplay developed AILA over the course of 2025. The AI presenter is based on the movements and gestures of a real actress, paired with a fully synthetic face. “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,” said Lukáš Záhoř, chief AI producer and co-founder, Fameplay.
“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. For Flashscore, we created an asset that will only become more valuable over time, not a deepfake that lasts only until the first lawsuit.”
Flashscore plans to use AILA in a number of areas, including breaking down stats for fans who want to understand more of what’s happening on the pitch.
“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, chief digital content officer at Livesport.
“We already had a 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.”
