Women's T20 World Cup 2024: ICC launches AI tool to protect teams from toxic content

The International Cricket Council (ICC) announced a social media moderation programme to promote a more positive and inclusive online experience for teams and players ahead of the Women’s T20 World Cup 2024, with more than 60 players already opting in as onboarding continues.

As part of the ICC’s suite of digital products for this tournament, the ICC has rolled out new software that will help protect the cricket community from toxic content with the aim to safeguard the mental health of individuals and ensure a safer, kinder and healthier online community for the sport.

Alongside this new programme, the ICC’s official website and apps will also have the following exclusive features:

• Live and free radio commentary from the ICC Audio World Feed available globally for every match via the ICC match centre.
• In select territories, including south-east Asia, continental Europe and the Pacific Islands, fans will be able to watch the matches live and free on ICC.tv through the ICC website and app. The full list of countries is available on ICC's official website.
• Fans will be able to win prizes by predicting the Player of the Match

Fans will also have access to the usual array of content including highlights, behind-the-scenes content, live scores, stats, schedules as well as the standings. The official hashtag for the event is #t20worldcup for those wanting to join the fan community.

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For the social media moderation, the ICC has engaged GoBubble to provide a combination of AI technology and human resources to monitor and moderate comments on the ICC's official social media platform channels, as well those of players who elect to sign up to the service. The cutting-edge technology is designed to identify and hide from public view toxic content such as hate speech, harassment, and misogyny, helping to create a safer and more welcoming space for fans to engage with the World Cup.

Players participating in the World Cup can opt in to this service to have harmful comments hidden from their social media channels, allowing them to promote themselves and the sport in a much safer environment.

ICC Head of Digital, Finn Bradshaw said: “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.,” ICC Head of Digital, Finn Bradshaw said.

Social media protection takes a lot of weight off players: Sinalo Jafta

“For me with social media protection I think it takes a lot of weight off players, especially at World Cup campaigns as that is the worst of it, South Africa's Sinalo Jafta said.

“There is nothing worse than opening up your phone after a loss - or after a victory - and regardless of what side you find yourself there is always some degrading comment about your personality.

“With the youngsters coming in you tell them 'please don't look', but what are they going to do? It is literally their thing.

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