Fox brings Colin Cowherd AI agent to the FOX Sports app

FOX Sports has partnered with ElevenLabs to bring one of the most recognizable voices in sports media, Colin Cowherd, directly to fans inside the FOX Sports app. Built on ElevenAgents, users can speak with Colin’s digital persona, ask questions about current sports headlines, and get real-time commentary on-demand. 

A new media format for sports commentary

This is the first time Fox has embedded an AI sports commentator directly into their app experience. It represents a shift from passive consumption to active engagement - where fans initiate conversations and receive direct responses.

“Sports fandom isn’t passive anymore, it’s interactive and on demand,” said Phil Martin, SVP of AI Product & Engineering at FOX. “This experience puts one of the most recognizable voices in sports directly in fans’ hands in a way that’s seamless, immediate, and true to the moment. ElevenLabs’ Agent Platform enabled us to move quickly while preserving the authenticity of Colin’s voice, which is ultimately what fans connect with."

Scalable, 1-1 fan engagement

Fox worked closely with ElevenLabs to train and tune the agent using Colin Cowherd’s real broadcast material. The system combines ElevenLabs’ Voice Cloning and ElevenAgents to deliver an end-to-end solution, from natural-sounding voice to contextual intelligence.

AI Colin Cowherd integrates natively into the app interface for a seamless fan experience, with:

• Dynamic voice interactions: Colin responds to trending topics, contextual questions, and follow-ups in natural language
• Custom voice clone: Voice Cloning captures Colin’s voice with high fidelity to match his real-world delivery and inflection
• Editorial guardrails: The agent pulls from a curated knowledge base to ensure commentary stays aligned with FOX Sports’ editorial standards
• Real-time content refresh: The system pulls daily updates to keep commentary fresh and relevant

FOX Sports’ launch of this experience marks a new chapter in sports media allowing fans to have a direct conversation with one of the most recognizable voices in sports broadcasting. ElevenLabs’ research-backed voice models, configurable agent platform and enterprise-grade guardrails gave FOX Sports the foundation to build fast and stay on-brand at scale.