The International Cricket Council (ICC) has successfully tested a new AI tool to help eliminate harmful comments on social media directed at female players during the recent Women’s T20 World Cup in the UAE. This tool, called GoBubble, automatically identifies and removes abusive comments, as well as unwanted messages from bots promoting unrelated products.
Key Findings from the Trial
- During the trial, the ICC analyzed over 1.4 million comments on social media accounts of 60 players and 8 teams.
- 271,100 comments were found to be abusive, including racism, sexism, and homophobia.
- This trial highlights the significant problem of online bullying in women’s cricket.
The Importance of Addressing Online Abuse
Many female players face a lot of negative comments on social media, which can discourage young girls from playing cricket. Finn Bradshaw, the ICC’s Head of Digital, explained, “We want to inspire more women and girls to play cricket. The abuse that some players receive online can be very discouraging.”
Sinalo Jafta, a wicketkeeper-batter from South Africa, shared her experiences with online abuse and praised the new AI tool. She previously had to rely on friends and family to filter out negative comments but feels more comfortable sharing her experiences now that the AI is in place. “That protection is very important because players can share their lives without fear of judgment,” she said.
How the GoBubble Tool Works
The GoBubble app scans for abusive words in multiple languages and can be customized for individual players. It helps block both hurtful comments and advertisements from bots, creating a cleaner and safer online environment.
- Personalization: If a player has faced specific incidents in the past, the tool can be set to hide comments about those events.
- Bot Management: The app also filters out spammy comments that promote unrelated content, such as cryptocurrency ads.
Looking Ahead
The ICC aims to encourage a positive social media experience to inspire the next generation of cricketers. Players who are comfortable sharing their stories online can connect better with fans, fostering a supportive community around women’s cricket. Currently, female players can use this service until the end of 2025, and the ICC is considering expanding it to male players based on demand.
The ICC’s initiative to use AI for social media moderation is a significant step toward creating a safer environment for women in cricket. By reducing online abuse, the ICC hopes to empower players and inspire more young girls to join the sport.
