Aditi Kinkhabwala ChatGPT sideline report Credit: CBS
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Sept. 13 marked the first full NFL Sunday of the season, bringing with it the usual changes to rosters and coaching staffs. But there were plenty of changes for viewers to notice, too, as Fox and CBS unveiled their new broadcast lineups and presentation tweaks for the 2026 season.

One notable change to the CBS broadcast for the New York Jets-Tennessee Titans game rubbed many people the wrong way. The broadcast, which featured Spero Dedes on play-by-play duty and Adam Archuleta providing color commentary, turned to Aditi Kinkhabwala for a sideline report, and fans found that Kinkhabwala’s report had a controversial new sponsor.

“As we go downstairs for the sideline report, presented by ChatGPT, here’s Aditi,” Dedes said.

The reaction echoed the backlash to Bill Simmons and The Ringer’s ChatGPT partnership, with viewers once again making clear that they aren’t necessarily eager to see AI attached to the sports media they consume. That’s particularly understandable as AI continues its slow creep into the sports world, though CBS may have found an especially awkward place to put it.

For three years running, a Pew survey about Americans’ views of AI has revealed more concern than excitement about the technology’s impact on society. It’s hard to imagine CBS anticipating such strong backlash to a sponsor for its sideline report, but using AI to sponsor reporting and journalism may have been just a bridge too far, as its very existence largely diminishes the merit of both.

About Qwame Skinner

Qwame Skinner has loved both writing and sports his entire life. In addition to his sports coverage at Comeback Media, Qwame writes novels, and his debut; The First Casualty, an adult fantasy, is out now.

View all posts by Qwame Skinner