How The Australian Open Gained Traction Among Non-English-Speaking Audiences With AI

Problem

The Australian Open recognized that its primarily English-language content (which consisted of press conferences and player interviews) wasn’t resonating fully with international fans. 

Traditional translation methods, such as human dubbing and subtitling, were too slow and expensive to keep pace with the tournament’s rapid news cycle. 

As tennis viewership expanded in non-English-speaking regions, the Australian Open needed a solution that could deliver high-quality, real-time multilingual content without sacrificing authenticity or emotional nuance.

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Solution

Tennis Australia partnered with CAMB.AI (that's us) through its AO StartUps accelerator program. 

Our platform combines two core technologies:

• BOLI, which converts spoken English into accurately translated text.
• MARS, which transforms that text back into speech, preserving each player’s vocal inflexions and ambient sounds. 

Rather than relying on pre-recorded scripts, Boli and Mars work together to process live or near-live audio and produce synchronized, realistic dubs in multiple languages.

In January, a “demo day” showcased Spanish-language dubs of Novak Djokovic, Coco Gauff, and Daniil Medvedev press conferences. 

Our AI voice generation platform generated these videos, including lip-sync and background noise, within 12 hours, and then we published them to AO’s YouTube channel. 

Throughout the tournament, CAMB.AI's models operated on press-conference feeds to instantly translate player remarks into additional languages.

Results

Camb AI’s integration delivered several immediate benefits:

• The turnaround time shrank dramatically: from days or weeks for traditional dubbing to mere hours. International fans could access translated content almost as soon as it was recorded. 
• This speed helped AO’s social channels gain traction among non-English-speaking audiences. For example, AO’s Spanish-speaking viewer numbers increased notably after the Djokovic demo.
• By preserving lip movements, tone, and stadium atmosphere, the dubbed videos felt authentic rather than synthetic, which strengthened fan trust.

It was the combination of authentic voice tone, visible English transcripts, and direct player approvals that created a reliable framework for content release for the Australian Open.

As for the future, we'll be working with the Australian Open to expand AI-powered translations into additional languages and integrate them directly into the AO mobile app.