ElevenLabs Launches Sports AI With Colin Cowherd Inside FOX Sports App.

ElevenLabs has deployed a conversational AI voice assistant featuring FOX Sports personality Colin Cowherd directly inside the FOX Sports App. The feature, called Sports AI with Colin Cowherd, lets fans ask questions about the FIFA World Cup group stage, fantasy football picks, and season performance analysis.

The assistant delivers interactive responses that mirror Cowherd's on-air style, including pushback when users make questionable takes and follow-up "gut check" questions designed to keep the conversation going. The deployment marks one of the first times a major sports broadcaster has embedded a personality-driven AI voice assistant at scale inside its primary mobile application.

Unlike static chatbots or text-based Q&A systems, Sports AI with Colin Cowherd is built to handle open-ended sports conversations. Fans can ask about World Cup group stage matchups, request fantasy football lineup advice, or debate which teams are underperforming this season. The system responds with Cowherd's voice and conversational cadence, pushing back on fan opinions it disagrees with and posing counter-questions rather than simply answering and ending the exchange.

ElevenLabs announced the launch on LinkedIn, noting that technical details on how the experience was built with FOX Sports would be shared in the comments. The company has been expanding its conversational AI capabilities across multiple verticals, recently deploying voice agents for customer support with Trainline and powering AI tutors that tripled engagement for PhysicsWallah.

The FOX Sports integration represents a shift in how media properties are using AI voice technology. Rather than deploying generic assistants or text-based search, FOX is betting that fans want to engage with familiar personalities in new contexts, asking questions they might pose to Cowherd on social media or during a live show but receiving instant, personalized responses.

The timing aligns with the World Cup group stage, a high-traffic period when fans are actively researching matchups, debating outcomes, and adjusting fantasy lineups. By embedding the assistant inside the FOX Sports App rather than launching a standalone experience, FOX ensures the feature reaches users already engaged with its content ecosystem.

ElevenLabs has been moving aggressively into conversational AI applications, building tools that go beyond simple text-to-speech. The company's voice cloning and conversational agent platform now powers interactive experiences across education, customer support, and media. Sports AI with Colin Cowherd is live now in the FOX Sports App for iOS and Android.