LeBron James Legal Team Targets AI Firm Over Unauthorized Betting Ad

NBA superstar LeBron James has taken legal action against the AI company Bron AI, demanding the immediate removal of an advertisement that used an artificial intelligence-generated likeness of him to promote a betting application. According to US reports, James' legal team issued a cease-and-desist letter on Wednesday following the release of the controversial video on social media.

The commercial featured a virtual basketball player wearing a jersey bearing the number 23 and the nickname 'Bron', depicted using the app to place wagers on NBA games. Although James' actual face was not shown, the visual similarities and identifying details on the uniform made the reference unmistakable. Lawyers for the star emphasized that he never authorized the commercial exploitation of his name or image.

Beyond the unauthorized use of his likeness, attorneys highlighted a significant commercial conflict. James maintains an exclusive sponsorship agreement with the Polymarket prediction platform, making the Bron AI promotion a direct violation of his commercial partnerships. Furthermore, legal representatives noted that featuring an NBA-associated figure gambling on league games could constitute a severe breach of NBA regulations.

LeBron James is reportedly not the only prominent athlete targeted in the campaign. Luka Doncic also reportedly demanded the removal of his likeness after his actual photograph appeared in promotional materials. The advertisement also allegedly invoked or depicted figures such as Giannis Antetokounmpo, Jayden Daniels, Christian McCaffrey, and Donovan Mitchell. Following the legal pressure, Bron AI promptly deleted the advertisement from its X account, reigniting debates over the boundaries of artificial intelligence and celebrity rights in advertising.