Players embrace ICC’s AI initiative that filters out toxic social media content

The ICC have been working with GoBubble to offer a service for players that looks to filter out toxic content such as hate speech, harassment and misogyny.

More than 60 players across the 10 teams participating in the ICC Women’s T20 World Cup 2024 have already signed up, including South Africa wicketkeeper Sinalo Jafta.

“For me with social media protection I think it takes a lot of weight off players, especially at World Cup campaigns as that is the worst of it,” said Jafta, who has faced negative experiences with social media toxicity in the past.

“There is nothing worse than opening up your phone after a loss – or after a victory – and regardless of what side you find yourself on there is always some degrading comment about your personality.

“With the youngsters coming in you tell them 'please don't look', but what are they going to do? It is literally their thing.”

Jafta said players may shrug off abuse in public but may be going through turmoil behind closed doors.

“If I think back, there was a player that got abused and she giggled about it. But I mean, when you go into your room, what are you actually thinking? I think that is when it actually hits the person, when you are all alone and you wonder if this person did really mean it.

“It has got a lot of factors that can affect a lot more than just cricket. Instead of being focused on playing cricket, you are worried about whether this person is going to body shame me. Openly I have said that is the biggest thing. You work so hard at the gym, you work so hard to get it, but it’s still never good enough.

“There are some times it is not even about sharing. Sometimes people just comment on an old picture you have, 'you had a really bad game today' and those words are just surface level but there are other ways they can get to you.”

Prior to this new campaign, Jafta’s approach to avoiding social media abuse has been to effectively avoid social media interaction, using other people to run her accounts.

“What I have done is muted people a lot, I get people to run my social media,” she said. “It would be fun to run my own, but for my own personal protection I have just gone through those lengths. When I do log on I always ask 'is it safe'? That is literally what I do on a daily basis.

“That has worked for me, but not everyone knows they can go down those avenues and now with this safety coming in people can post openly and honestly.”

The use of technology such as GoBubble’s AI programme is a positive step, Jafta says, and should lead to better interaction with fans and promoting the positive sides of the online world.

“That protection for me is very big because players get to share their life with the world without the fear of being judged or criticised,” the 29-year-old said.

“I am looking forward to seeing the changes, people just being free and players can just show the world who they really are.”

Players will be able to opt in to the programme throughout the tournament if they wish, and ICC Head of Digital, Finn Bradshaw, says he is delighted with the initial impact of the initiative.

"We are dedicated to fostering a positive and inclusive environment for all participants and fans of the ICC Women's T20 World Cup,” Bradshaw said.

“It’s been great to see so many of the players and teams embrace our new initiative.”