November 8, 2024: The International Cricket Council (ICC) has successfully completed a groundbreaking trial of an AI-powered social media moderation tool aimed at curbing online abuse targeting female cricketers. The trial, which took place during the 2024 T20 Women’s World Cup in the UAE, revealed concerning statistics: nearly one-fifth of the social media comments on player and team accounts were harmful or auto-generated, including instances of racism, sexism, and homophobia.
The initiative, a partnership between the ICC and technology company GoBubble, monitored a total of 1,495,149 comments across 60 player accounts and eight team accounts throughout the tournament. Of these, approximately 271,100 were deemed abusive, highlighting the scale of toxic content that female cricketers face online. The report, published by ESPNCricinfo, detailed the AI tool’s role in filtering out harmful language and personal attacks, creating a safer digital environment for the athletes.
Finn Bradshaw, ICC's Head of Digital, emphasized the need for such measures, stating that the growing visibility of women’s cricket has made female players more vulnerable to harassment. “The last thing you want is a teenage girl who has talent and ability, but sees the kind of abuse her heroes face on social media and thinks, ‘I can't face that,’” Bradshaw said. “Social media can be terrible for mental health, and we want to make it easier for young girls to feel inspired to play cricket without the fear of online abuse.”
The AI-powered tool works by automatically filtering out offensive comments, such as racist or sexist slurs, while also addressing personal attacks that could specifically target an individual player. This innovation aims not only to protect players but also to foster a more inclusive and supportive online environment for fans and participants.
South African wicketkeeper-batter Sinalo Jafta, who has been a victim of severe online abuse in the past, shared her experience with the new system. Jafta, who previously relied on her family to manually remove offensive comments, expressed relief at the tool’s automated moderation. She hopes that the AI tool will encourage players to engage more freely on social media, knowing they are protected from harmful interactions.
The ICC’s ongoing commitment to mental health and player welfare is evident in its goal to create a positive space for athletes, particularly women, in the world of sport. “One of the objectives of the ICC is to inspire as many women and girls as possible to play cricket,” Bradshaw noted, adding that initiatives like this one are critical in ensuring that future generations of cricketers are not deterred by the toxic nature of online spaces.