The ICC partnered with GoBubble to trial an AI tool that detects and removes abusive comments from social media, aimed at protecting women cricketers online. During the Women’s T20 World Cup, the AI scanned 1.5 million comments, finding nearly 18% contained abuse or spam. This initiative helps players engage with fans safely, supporting the ICC's goal to make cricket more welcoming for women, with plans to expand the program as the sport grows.
The ICC has recently completed one of the most extensive social media moderation trials in sports, partnering with GoBubble’s innovative AI technology to reduce online abuse targeting women cricketers. Conducted during the Women's T20 World Cup, this AI-driven program monitored close to 1.5 million comments across various player and team accounts. Shockingly, around 18% of these were identified as either abusive or bot-generated content.
GoBubble’s AI tool goes beyond standard filters by detecting abusive language—including racism, sexism, and homophobia—across multiple languages and automatically removing offensive comments. Additionally, the tool blocks spam from bots promoting irrelevant content, helping keep player profiles clear of unwanted distractions. For players, this tool offers a shield against online bullying, allowing them to share their stories and experiences without the fear of harassment. South African cricketer Sinalo Jafta, a notable advocate of the initiative, has expressed relief and optimism, saying this protection "means players get to share their life with the world without the fear of being judged or criticised."
The ICC views this initiative as crucial, especially given the expanding attention on women’s cricket, which will soon feature more teams, matches, and dedicated leagues. "For many young girls who aspire to play cricket, seeing the kinds of abuse directed at public figures can be daunting," said Finn Bradshaw, ICC’s Head of Digital. "This tool aims to create a safer online environment, ensuring the game remains welcoming to all.”
The positive reception and success of this trial could also mean an expansion of the service to male players, with the ICC continuing to explore how social media can be a supportive space for all athletes. By helping players enjoy a safer, cleaner social media experience, GoBubble and the ICC aim to inspire future generations to embrace cricket with confidence and resilience.
The ICC’s partnership with GoBubble represents a powerful step forward in ensuring that cricket remains a sport where talent and personality shine above the noise, inspiring fans worldwide.
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