T20 World Cup: AI tool launched to protect players from toxic social media content

At the Women's T20 World Cup, the International Cricket Council has come up with a first-of-its-kind initiative to protect players from toxic online content. As many as 60 players have already signed up for the tool, which will monitor and moderate comments on social media platforms.

In Short

• ICC launches first-of-its-kind AI tool to protect players from abuse on social media
• The tool is designed to identify and conceal toxic content
• The ICC said over 60 players have already signed up and onboarding was ongoing

As the anticipation builds for the ICC Women’s T20 World Cup 2024, the International Cricket Council (ICC) has announced an innovative social media moderation programme aimed at fostering a more positive and inclusive online experience for teams and players. With over 60 players already signed up and onboarding ongoing, this initiative reflects the ICC's commitment to creating a safer digital environment in the lead-up to the tournament.

In a proactive step to safeguard the mental health of athletes and fans alike, the ICC has introduced advanced software designed to protect the cricket community from toxic online content. This initiative is part of a broader suite of digital products that the ICC is rolling out for the tournament, aimed at promoting healthier interactions within the cricketing community.

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To implement this social media moderation programme, the ICC has partnered with GoBubble, leveraging a blend of artificial intelligence technology and human resources. This collaboration will enable the monitoring and moderation of comments across the ICC's official Facebook, Instagram, and YouTube channels, as well as on the social media platforms of participating players who opt into the service. The state-of-the-art technology is specifically designed to identify and conceal toxic content, including hate speech, harassment, and misogyny, effectively creating a safer and more welcoming space for fans to engage with the World Cup.

Participating players can choose to utilise this service, which will automatically hide harmful comments from their social media feeds. This allows them to promote themselves and the sport in a much safer environment, free from the detrimental effects of online negativity.

Finn Bradshaw, ICC’s Head of Digital, expressed his enthusiasm for the initiative, stating, "We are dedicated to fostering a positive and inclusive environment for all participants and fans of the ICC Women's T20 World Cup. It’s been great to see so many of the players and teams embrace our new initiative."

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South Africa cricketer Sinalo Jafta shared her perspective on the importance of social media protection for players. “For me, social media protection takes a lot of weight off players, especially during World Cup campaigns, as that is when the pressure is the highest,” she remarked. “There is nothing worse than opening up your phone after a loss—or even after a victory—and seeing degrading comments about your personality.”

Jafta further highlighted the challenge young players face in dealing with online criticism. “With the youngsters coming in, you tell them 'please don't look,' but what are they going to do? It is literally their thing,” she said.

“That protection is very big because players get to share their lives with the world without the fear of being judged or criticized. I am looking forward to seeing the changes, where people can just be free and players can show the world who they really are.”

The ICC’s social media moderation programme signifies a pivotal step towards prioritising mental well-being in sports, especially as the dynamics of social media continue to evolve. By fostering a supportive online community, the ICC not only enhances the experience for players but also for fans who follow their journeys.