Do you like kicking back and watching some sports after a long day? Do you like AI? Would you like more AI-generated content in your sports? You might not have much of a choice — at least if Itai Epstein, vice president of new ventures at WSC Sports, has anything to say about it.
At the Microsoft AI Tour Tel Aviv 2026, Calcalist reports, Epstein bragged that his company is blazing new territory by churning out World Cup-themed AI slop for sports broadcasters all around the world.
“With AI, you can create much more personalized, local sports content, where everyone can see only what they want, when they want, where they want,” the VP boasted, referring to the firm’s handling of live- and post-game video content.
Epstein was particularly proud of his work with Kan 11, an Israeli-state owned broadcaster which partnered with WSC to provide AI-generated material centered around the World Cup in North America.
