The Paris Olympics will be a showcase of generative AI for American viewers but European audiences won't see a similar approach, a contrast that reflects how global media companies are deliberating over the use of the technology.

Comcast's NBCUniversal is diving into AI for its US broadcast of the Games, including re-creating the voice of a legendary sportscaster, while Warner Bros. Discovery's sports division in Europe said the tech is still too nascent for roles such as sports commentating.

Warner Bros. Discovery, which will stream the Games on its Max and discovery+ streaming platforms across Europe, received demos from tech companies to translate speech into other languages but the demos have lacked the emotion that comes with heart-racing sports moments, said Scott Young, senior vice president at Warner Bros. Discovery Sports Europe.

"In every part of their (demos), it feels like yes, you've translated the words correctly, but you haven't translated or narrated the feeling," he said.

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