WSC Sports VP of New Ventures Itai Epstein, speaking with Omer Kabir of Calcalist at the Microsoft AI Tour Tel Aviv 2026, said that 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.” Epstein noted a partnership with Kan 11 to create content for World Cup coverage, where “everyone who watches sports content in Israel also receives Stories through us that are updated live during the game, as well as summaries of the matches.” He stated that AI analyzes the game in real time, identifies what is interesting, and produces content for digital, television, and every platform. Regarding a collaboration with the NBA, Epstein said WSC Studios created brand-new characters, Alley and Oop, who teach kids about the NBA in an illustrated digital series. For children’s programming, Epstein explained that unlike the fully automated World Cup content, the studio has content writers, animators, and designers, but generative tools allow them to do much more in much less time: “A show that used to take a year to produce can now be produced in a few weeks or months, in weekly episodes.” He added that they used voice-to-voice cloning of real actors, who are paid and benefit from the show’s success, using text-to-speech models based on cloned versions of the actors’ voices. Epstein concluded that the team is “a lot fewer people” working on