Female AI Sports Broadcaster: Breaking Barriers or Reinforcing Stereotypes

Hello Innovative Friends,

“Jocks and Bots,” an internet show hosted by former NFL player Brandon London and David Borish, unveiled their new AI co-host, Aila. The proclaimed “first female AI sports broadcasting co-host” might, on the surface, seem like an innovative, progressive step to amplify representation and elevate inclusivity in sports media.

But let’s take a closer look.

Why is Aila depicted in a low-cut shirt with Kylie Jenner’s signature pouty lips? Why is she styled in a way that panders to the male gaze and is an obvious HR violation? When we create virtual representations of women, why do we default to visual cues that align with traditional, overly sexualized depictions of femininity?

The creators could’ve selected any representation for Aila; unfortunately, this is what they came up with. I’m less concerned about her exaggerated features than I am with her unprofessional attire.

This choice doesn’t just shape how audiences perceive Aila—it reinforces outdated stereotypes about women in sports and media. Her introduction raises significant questions about representation in media and technology—and the male gaze.

Understanding the Male Gaze and Its Role in Media

The term male gaze refers to a perspective in media and culture that presents women as objects of male desire, emphasizing appearance, sexuality, and physical attributes over competence, intelligence, or contribution. Developed by feminist film theorist Laura Mulvey, the male gaze has historically dominated visual and narrative depictions of women, creating a framework where their value is tied to how appealing they are to men.

This concept now extends beyond traditional media into how technology represents women.

From video games to virtual assistants, AI personas are often hyper-feminized, designed with low-cut clothing, exaggerated features, and a focus on aesthetic appeal. These choices reinforce stereotypes that reduce women’s worth to their appearance, even in roles where their intellect, expertise, and innovation should take center stage.

Aila: A Missed Opportunity

Aila’s depiction as a co-host in a low-cut shirt panders to the same outdated narrative. Instead of positioning her as a professional with credibility and competence, the design prioritizes appearance over substance. This reinforces a harmful cycle where women in sports media, and now AI, are judged first on their looks and only secondarily on their contributions.

The sad part is the men who created her are rolling her out as an example of inclusion by marketing her as the “first female AI sports broadcasting co-host.” But her design undermines the inclusivity they claim to champion. This approach reflects a shallow understanding of what true representation means—one that prioritizes optics over meaningful change. It’s a missed opportunity to set a new standard for how women—whether human or AI—can be depicted as leaders and innovators in traditionally male-dominated spaces.

As AI grows to reflect and shape cultural norms, such decisions send a troubling message: even in an imagined future, women’s roles are still constrained by superficial standards.

My Conversation with Aila

Aila is an open chatbot that allows users to ask her questions. So, I asked her about my concerns. When I asked Aila why she couldn’t represent women in sports with professional attire, her response was surprising.

This disconnect between intention and execution highlights a larger problem. While Aila’s words celebrate inclusivity, her appearance undermines this message. So, is this just a design oversight—it’s a missed opportunity to redefine how women are represented in media and technology? I asked her how women should be represented.

To ensure AI contributes responsibly, its design must reflect professionalism and inclusivity. This starts with women expecting a new standard—not allowing culture to reinforce outdated norms.

By demanding better representation, we can create a future where technology genuinely advances equality and celebrates women for their contributions and capabilities.

We Should Demand Better

Representation Shapes Perception: When audiences see women—whether human or AI—portrayed through the male gaze, it normalizes the idea that their primary value lies in their appearance. This has far-reaching implications, influencing how real women are perceived and treated in professional settings.
Prioritize Meaningful Change: Sports broadcasting is about analysis, strategy, and expertise. Aila could have been a groundbreaking AI, showcasing what women bring to the table in sports media. Instead, her design detracts from her role and reverts to tired stereotypes. We should reject the shallow definition of true representation as mere optics and demand that it include meaningful change.
AI Should Challenge, Not Reflect Bias: AI has the potential to disrupt entrenched inequalities by representing new ways of thinking and being. However, when design decisions replicate historical biases, technology becomes part of the problem rather than a tool for progress.
Inclusion Matters: When women are not involved in designing and developing AI representations of themselves, the result often mirrors the biases of those who hold creative power. Women must have a seat at the table to ensure authentic, empowering portrayals in digital spaces.

Women must be actively involved in creating female AI personas—not as an afterthought but as equal contributors and decision-makers. Inclusion in AI design is not just about representation; it’s about empowerment. It’s about crafting personas that reflect the diverse realities and aspirations of women, ensuring that technology builds bridges rather than reinforcing walls.

A Call for Change

The male gaze has shaped media for too long, and it’s disappointing to see it perpetuated in groundbreaking technologies like AI. But this can be a turning point. By calling out these design flaws and advocating for thoughtful, inclusive representation, we can ensure that the future of AI reflects equality, diversity, and respect.

Let’s redefine how women are represented—both in media and in AI. Let’s create technology that reflects not just what has been but what could be: a world where representation is empowering, respectful, and truly inclusive.

The image was created by Midjourney using the following prompt: An image of a female robot as an anchor sitting at a news desk. Realistic photograph.