In a striking blend of nostalgia and innovation, NBC has announced it will bring back the legendary voice of Jim Fagan—using artificial intelligence. The late broadcaster, best known for his work as the signature voice of NBA on NBC during the 1990s and early 2000s, will return posthumously through AI-generated narration as the network reclaims NBA broadcasting rights for the 2025 season.
The move signals a historic moment for sports broadcasting and raises powerful questions within the voiceover industry about the ethics and impact of digitally reviving talent.
Jim Fagan: The Voice of a Basketball Era
For sports fans, few voices are as instantly recognizable as Jim Fagan’s. His deep, commanding tone became synonymous with NBA on NBC, narrating legendary matchups from the Michael Jordan era to the early days of Kobe Bryant. His delivery wasn’t just informative—it was cinematic, helping elevate basketball broadcasts into theatrical experiences.
Fagan passed away in 2022, but his legacy has remained a vital part of sports history. Now, NBC Sports plans to use an AI-generated version of his voice for promotional segments, opening montages, and other presentation elements during its upcoming NBA coverage.
How NBC Plans to Use the AI Voice
According to reports, NBC is working with a licensed voice cloning service to recreate Fagan’s voice using archival recordings. The AI-generated voice will not be used for live commentary or interviews but will appear in pre-produced segments to recapture the energy of the original broadcasts.
The network aims to tap into viewers’ nostalgia while maintaining a modern production style. Fagan’s voice will reportedly be used sparingly and respectfully, helping to bookend major moments and build thematic continuity with the past.
This approach positions NBC to stand out among sports broadcasters, especially as AI continues to reshape how audiences interact with media. It also marks one of the most high-profile examples of a media organization using AI to revive the voice of a deceased talent for a live sports application.
A New Frontier for Voiceover Ethics
While the technology behind AI-generated voices has rapidly advanced, its use in reviving deceased voice actors raises significant ethical questions. For many in the voiceover community, Jim Fagan’s posthumous return is both a celebration and a cautionary tale.
On one hand, the use of Fagan’s voice—especially with his estate’s approval—can be seen as a respectful tribute to a legend. On the other, it sets a precedent for reviving voices without clear long-term protections for the original performers or their families.
Voice actors have long fought for fair compensation, attribution, and control over their vocal likenesses. The rise of AI voice replication intensifies those concerns, especially in high-profile projects where the lines between homage and exploitation may blur.
Reaction From the Industry and Fans
Initial reactions have been mixed. Longtime NBA fans have expressed excitement over hearing Fagan’s voice again, calling it a “goosebumps” moment that transports them back to the golden age of televised basketball. Clips from classic broadcasts featuring his narration have resurfaced on social media, reminding a new generation of his distinctive style.
In contrast, some voice actors and industry insiders are urging caution. They’ve raised questions about how such recreations are negotiated, whether estates are being fairly compensated, and how living voice talent might be impacted when AI can reproduce the work of others—living or dead.
Some worry this could lead studios to rely more on archival voices and less on hiring new talent, potentially undercutting the next generation of performers.
Balancing Innovation and Respect
NBC’s use of Jim Fagan’s AI-generated voice serves as both a technological milestone and a cultural moment. It highlights the power of voice to define eras, carry emotion, and bridge generations. But it also underlines the importance of clear guidelines and ethical standards in an industry that’s moving faster than its contracts can keep up.
What makes this case unique is its reverence. NBC isn’t trying to pass off a new voice as something it’s not—they’re honoring the past while inviting fans to re-experience the sounds that shaped their love of the game.
As more broadcasters and studios explore AI voice replication, Fagan’s return may set the tone for how such innovations can be done right—transparent, respectful, and driven by purpose rather than convenience.
