Maker.ai is Helping Sports Properties Affordably Scale Content Production

Maker.ai is Helping Sports Properties Affordably Scale Content Production

Visual content drives fan engagement. So, sports marketers eager to develop stronger, more authentic connections will perpetually seek out innovative ways to produce high-quality programming without breaking the bank.

Maker.ai is a tool that can help teams and leagues to affordably scale their content strategies. It reliably delivers engaging visuals in a matter of minutes, as opposed to months (among the limitations with traditional production methods).

And unlike other AI-powered content generation engines, Maker.ai produces studio-quality, brand accurate photo and video assets capable of being used in professional marketing campaigns. The imagery produced by competing platforms, like MidJourney and DALL·E, lack the realism and precision required to replace costly product shoots.

That gives Maker.ai a real chance to upend the sports marketing industry. Imagine being able to instantly generate elaborate photo or video content, in various cultural contexts, and never having to leave the office.

Retailers are already widely using the product.

Learn What Generative AI Can Do for You

Text-to-image, text-to-audio, text-to-video—how does it impact sports and how can you keep up?

WSC Sports, the pioneer in automation and AI for sports content, is here to help guide the industry through the next frontier of generative AI products and solutions. With a sole focus on sports, WSC Sports understands the needs of sports organizations and is dedicated to helping those companies innovate.

Applications of the new area of technology are being developed for leagues, teams, conferences, broadcasters, and more.

Reach out today to learn how you can become an early partner in generative AI with WSC Sports and help shape the future of sports for fans around the world.

Maker.ai enables users to create theoretical scenes or scenarios from traditional product shots. To showcase its capabilities and test platform functionality we trained the model on Lamar Jackson’s number 8 Ravens jersey.

We began with six images of the jersey. Four were stock product shots.

The platform returned the action shots below inside a stadium. However, its output could be as basic as converting the product shots into simple AI models (it is all customizable).

We then prompted the platform to feature Jackson’s jersey in a series of unique settings and storylines, each featuring culturally significant landmarks. The goal was to make the team’s presence in each photo feel genuine and relatable, and ultimately to foster a deeper connection with the local audience than a generic backdrop would.

The theoretical examples referenced below demonstrate how a rights owner might leverage the emerging tech to cost-effectively deliver targeted marketing campaigns.

Note: The images are for demonstration purposes only and not affiliated with or endorsed by the team. Proper licensing and compliance with league and player association regulations are required when utilizing player likenesses or branded elements for commercial purposes.

Family Reunion in Baltimore

We generated a multi-generational portrait, featuring ten family members—from toddlers to grandparents—all wearing Jackson’s jersey in front of a familiar Baltimore landmark. This kind of imagery conveys a sense of community pride that can ultimately lead to ticket sales and/or local sponsorships.

Wedding Day in Paris

We created a wedding scene in Paris where a bride and groom, who is wearing a Jackson jersey, are posing in front of the Eiffel Tower. The images suggest Ravens fandom transcends cultures and lifetime milestones. As sports properties work to cultivate audiences abroad, their need to create localized social content will grow.

Race Day

Finally, we depicted what a cross-sport marketing campaign might look like by simulating an image of a race car driver wearing a Jackson jersey. Cross-promotional content can help teams expand their brand footprint and tap into the enthusiasm fans have for different sports, fostering opportunities for new partnerships and engagement.

But each of these dynamic scenarios has the potential to be more than just static imagery. Maker.ai has powerful video creation capabilities that enable users to turn their photos into on-brand clips for social media use (where video consistently outperforms pictures).

What sets Maker.ai apart from other AI-powered image creation tools is its ability to protect brand integrity and product accuracy across contexts and markets. 

The platform maintains consistency by using exact color palettes in line with brand guidelines. And it ensures that any/all text or logo elements, like player or sponsor names, are rendered clear/legible and styled professionally.

Note: While errors with logos and branding elements do occur, the product is materially better than any other solution on the market. It is assumed that over the next few months, as Maker.ai models improve, imperfections will become less frequent.

Well, that and the campaign-ready print and digital assets it produces.

The tangible benefits of Maker.ai are clear:

• Reduce Production Costs: Eliminate the need to purchase costly stock photos and diminish reliance on Photoshop work, saving as much as 90% of the time and money you used to spend on content creation in the process.

• Optimize Resources: Reallocate those funds and the associated personnel to other strategic initiatives, like driving new sponsorships.

• Support Sales: Marketers can use the tool to help prospective partners visualize an activation.

But having the ability to quickly create fresh content also allows sports properties to efficiently respond to market trends and events, and to experiment with different types of programming and messaging. That latter has become necessary in a data-driven marketing landscape, where understanding audience preferences can significantly impact campaign success (or lack thereof).

Maker.ai should make it easier for rights owners to expand their presence into new geographies too. While most leagues have limitations on broadcast rights and active marketing outside the home market, there is little holding up non-sponsored social media or fan engagement content. 

The introduction of a revolutionary new tech solution is often accompanied by a painful learning curve and/or compatibility issues. But that shouldn’t be an issue here. Maker.ai has a user-friendly interface that any marketer can quickly adapt to.

And the platform was designed to work alongside existing tools and workflows. Sports properties should be able to seamlessly integrate its content into existing asset management systems, social media channels, and marketing campaigns. 

The tech also makes it easier to share images and videos across departments, which can streamline approval processes.

While Maker.ai opens up a world of new possibilities, it’s critical to remember to obtain proper licensing and permissions before getting started. You don’t want to run afoul of league regulations or intellectual property laws. 

Make sure to clearly label any AI-generated content too. No upside is worth damaging the fans’ trust in the brand.

The 4th annual ESPN Edge Innovation Conference is set for November 14 and will be hosted by Tony Reali, ESPN’s Host of Around the Horn. 

Highlighting the work coming out of the ESPN Edge Innovation Center and ESPN at large, our event brings together accomplished leaders across sports, technology, and business for impactful conversations focused on strategic ways to champion innovation and push the boundaries of sports storytelling with cutting-edge technology.

Tune in virtually November 14 from 4:00-6:30pm EST at espnedge.com/conference and engage with us on social using #ESPNEDGE