The International Cricket Council (ICC) has introduced a new AI-powered tool as part of its social media moderation programme for the Women’s T20 World Cup 2024. This initiative is aimed at protecting players from harmful online content such as hate speech, harassment, and misogyny. The ICC’s statement, released on the tournament’s opening day, emphasized that the programme seeks to create a more positive and inclusive online environment for both players and teams.
Sixty participating cricketers have already enrolled in the programme, which combines AI technology and human moderators to monitor comments posted on the ICC’s social media platforms. The tool, developed in collaboration with GoBubble, is designed to identify and remove toxic content before it becomes publicly visible, ensuring a safer online space for engagement throughout the tournament.
In the statement, ICC’s head of digital, Finn Bradshaw, expressed enthusiasm over the adoption of this initiative by players and teams. He highlighted the council’s commitment to fostering a welcoming digital space, stating, “We are dedicated to promoting a positive and inclusive atmosphere for both participants and fans of the ICC Women’s T20 World Cup. It’s been encouraging to see so many players embrace this new tool.”
Players have also welcomed the initiative, with many expressing relief at the added protection it offers. South African wicketkeeper-batter Sinalo Jafta shared that the mental strain caused by negative online comments is particularly heavy during World Cup tournaments. “For me, this kind of protection is very significant,” Jafta said. She explained that after matches, whether the team wins or loses, players often face degrading comments, which can be distressing.
Jafta acknowledged that while it is challenging to advise younger players to avoid social media, as it is an integral part of their lives, this AI tool will provide a much-needed buffer against online negativity.
This initiative marks a significant step forward in safeguarding athletes from the growing threat of online abuse during major sporting events.
