San Francisco Giants Partner With ElevenLabs on Oracle Park AI Initiative
Multi-year deal centers on AI voice and audio technology, with early concepts including multilingual translation, accessibility tools, and new content workflows at Oracle Park.
The San Francisco Giants have signed a multi-year partnership with ElevenLabs, an AI company focused on voice and audio technology, with the club saying the deal is intended to “deploy AI voice and audio technology throughout the ballpark to elevate the fan experience.” Giants chief information officer Bill Schlough told the San Francisco Chronicle the rollout will be gradual, with the team still exploring how to apply the technology from both a business and fan-experience standpoint.
One of the clearest early use cases is language translation. Schlough said the Giants are discussing ways to use AI to translate scoreboard content, broadcasts, or performances into other languages, including Korean and Spanish. He pointed to the team’s growing Korean audience following Jung Hoo Lee’s arrival and said the organization does not currently have the capacity to translate all of its content authentically across languages at scale.
“We have a huge following in Korea and every Saturday we wear Gigantes uniforms. Being able to take all our content and authentically translate it to other languages. … That’s one of their sweet spots. We don’t really have the capacity to translate everything we have into other languages, let alone in an authentic manner.” – Bill Schlough, Chief Information Officer, San Francisco Giants
The accessibility angle also appears to be part of the discussions. According to the Chronicle, another concept under consideration is using the ballpark app to translate closed captions or spoken-word content for hearing-impaired or visually impaired fans. That would position the partnership around practical fan-service improvements rather than a single splashy activation.
The Giants are also exploring creative applications for ElevenLabs’ technology. Schlough said AI-generated music could be used for social media and content production, though he suggested a full AI music takeover inside the ballpark is unlikely given the role live entertainment and existing traditions already play in the in-game atmosphere.
“This is brand new. We’re exploring with them ways that we can leverage their voice technology to help us from a business perspective.” – Schlough, Giants CIO
The partnership is also visible commercially. On the first day of the deal, ElevenLabs moved into a newly named suite next to the press box on the lower level at Oracle Park, a space previously held by Salesforce. Schlough told the Chronicle this is the first sports partnership he is aware of for ElevenLabs and said the Giants believe they are on the leading edge in experimenting with this category.
For sports business executives, the Oracle Park plan is notable because it frames AI less as a novelty and more as utility across translation, accessibility, audio, and content production. The initial concepts are tied directly to how fans consume information in the ballpark and how the club can serve a broader audience through owned content and app-based experiences.
