Our Publication Standard: Ethics and AI usage

ArticulatingSport is ushering in a new wave and approach to independent sports journalism. With our alternative ambitions and entry into the sports media and journalism landscape, we acknowledge that we are embracing a model that diverges from traditional legacy journalism. We are transparent in our approach to integrating AI into sports coverage, while also maintaining a clear distinction between where AI is used and where it is not. As we move forward in a rapidly evolving media environment, we want to outline our usage of AI and our broader ethical standards and practices.

José Luis Rojas-Torrijos and Daniel Nölleke might identify us as ‘new actors’—non-traditional media platforms that are reshaping journalism through innovative models and alternative approaches. As Aljosha Karim Schapals describes, we are also ‘peripheral actors,’ operating on the margins of traditional journalism, yet contributing meaningfully through creative and intellectual sports coverage. For transparency, we are launching with limited traditional resources and without having a degree in journalism, an NCTJ or a background in a media space. We do launch with a background, passion and love for sports, criticism, and writing. We bring alternative tools to the table, notably our novel take on how sport stories can be curated and delivered with a critical and intellectual tone, whilst being compelling and entertaining. We understand that ‘new actors’ are often met with skepticism, and we too question the rise of TikTok and X-based short-form reporting. Yet, despite the risk of being dismissed as ‘unqualified,’ we aim to challenge both the established norms of legacy media and the ephemeral nature of digital content.

As sports journalism grows increasingly sensationalistic, depth is often sacrificed for quick consumption, and media outlets frequently serve investor-driven agendas. ArticulatingSport stands as a dynamic disruption. We are digital, yet not confined to the short attention span of the clip economy. We are not legacy, but we carry forward the rich tradition of long-form writing. Our focus is on creating thoughtful, original content that appeals to sports fans with a genuine affection for the written word.

The depth and construction of our writing are of utmost importance to us. Every published article is a unique creation, shaped by the individual writer behind it. While AI offers incredible advances, we want to make it explicitly clear that our written content is created entirely by humans.

The ideas, structure, and style of every piece are original and stem from human creativity, not AI influence. We pride ourselves on challenging the genericism and simplification that AI often brings to media. Our articles are handcrafted, evolving with each writer’s voice, and designed to reflect an authentic, human experience that cannot be replicated by AI.

A Note on Visual Representations

ArticulatingSport, launched in October 2024, does, however, incorporate AI-generated imagery for most of our visual content. This decision stems from our desire to match the interpretive and creative nature of our writing with visuals that are similarly unique. For example, if we write a provocation about Erling Haaland’s navigation through Manchester streets as a commentary on urban anxiety, we are not aiming to replicate a photographic reality. Instead, we create interpretive visuals that align with the creativity of our writing, offering a departure from straightforward realism. AI-generated visuals allow us to break free from the constraints of realism, offering interpretive and imaginative imagery that reflects the depth and creativity of our writing.

Furthermore, our use of AI for images is a practical choice in these early stages, allowing us to maintain creative freedom and produce visuals that complement our alternative perspective on sports journalism. We believe this is a more ethical choice than the widespread practice of using uncredited or poorly sourced images from the web. Our visual language, much like our writing, is meant to stand out—artistic, alternative, and imaginative.

Future Evolution of our Visual Vocabulary

While we currently rely on AI-generated visuals, we fully intend to evolve as our platform grows. Once we reach a subscriber threshold of 500+, we will release guidelines for commissioning independent and conceptual photographers. This shift will allow us to expand our visual storytelling in new ways, supporting the creative work of photographers who share our vision for thoughtful, original sports coverage.

In the meantime, we remain committed to ensuring that all content—whether written or visual—reflects the same high standard of creativity and originality that sets ArticulatingSport apart. 

Our Streams