Flashscore makes AI presenter AILA a permanent brand asset

Flashscore has made AILA, its fully synthetic multilingual AI presenter, a permanent brand asset following the avatar’s debut during the 2026 World Cup. The company said AILA will now be extended across product and editorial announcements, original shows and partnerships.

Flashscore said the World Cup rollout served as a proof of concept. AILA anchored Route 48, the platform’s player-by-player data profile series, in Spanish and Brazilian Portuguese, and fronted an app-download campaign across Latin America, Spain and France.

The move builds on Flashscore’s media operation, which it said it has been developing since 2022. The company said its sports news service is published in 13 languages across 31 markets, reaching more than 20 million users monthly with editorial and data-driven content, and that some video formats (such as match previews) are prepared semi-automatically across languages and published to match details pages simultaneously.

"Our newsroom reaches millions of people, and we built our own studios to enhance our content the way we want it," said Alan Záruba, Chief Digital Content Officer at Livesport. "AILA is an extension of that, not a departure from it. We want to stay in the forefront of the current digital development and AI powered stream. When we briefed Fameplay on how to handle the concept of AI digital avatar which can radically change the way how we would scale our content, we wrote a single line to define future AILA: she's built from numbers, but she speaks in stories."

According to the release, AILA was developed with Fameplay during 2025 using the movements and gestures of a real actress paired with a fully synthetic face “not based on any real, identifiable person,” with Flashscore holding an unlimited-use licence. Fameplay’s Lukáš Záhoř, Chief AI Producer and Co-Founder, said: "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.”

Flashscore said its first phase of expanded use will focus on three areas: product announcements and internal information across territories, a “smart visitor” role in new original TV shows, and a digital narrator format with Opta focused on football statistics.