ICC Utilising AI Tool for Safer Social Media Ahead of Women’s T20 World Cup

As the ICC Women’s T20 World Cup 2024 approaches, the International Cricket Council (ICC) is taking significant steps to promote a safer online environment for teams and players through a new social media moderation programme. This initiative is part of a broader strategy aimed at ensuring a more positive and inclusive online experience within the cricket community.

More than 60 players have already opted into this programme, which is designed to protect the mental health of individuals by combating toxic content online. The ICC has engaged GoBubble, a company specialising in AI technology and human resources, to monitor and moderate comments across its official Facebook, Instagram, and YouTube channels. This cutting-edge software aims to identify and remove harmful content such as hate speech, harassment, and misogyny, creating a more welcoming space for fans to engage with the World Cup.

Finn Bradshaw, ICC Head of Digital, highlighted the importance of this 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.”

South African player Sinalo Jafta emphasised the value of social media protection for players, especially during high-pressure moments like World Cup campaigns. She noted that the scrutiny players face can be overwhelming, particularly following a match. “There is nothing worse than opening up your phone after a loss – or after a victory – and regardless of what side you find yourself on, there is always some degrading comment about your personality,” Jafta explained.

With the introduction of this moderation tool, players can choose to have harmful comments hidden from their social media channels. This development allows them to share their experiences and promote their personal brands in a safer environment, free from the fear of judgement or criticism. “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,” Jafta added. “I am looking forward to seeing the changes, people just being free and players can just show the world who they really are.”

As the tournament draws near, the ICC’s commitment to enhancing the online experience for players and fans alike sets a new standard for inclusivity in sports, reinforcing the notion that a safer digital environment is essential for fostering community and support within cricket.

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