Sports Illustrated faced backlash across social media from readers and employees alike on Monday following a report from Futurism that found AI-generated articles and writer profiles were published on its website.

The report spotlighted instances where the misplaced, often oddly worded listicles were peppered across SI.com, even shuffled around with different fake author attributions. The article even traced the photo used for the fake author profiles to an AI-generated headshot site which could be purchased online.

It turns out that SI’s parent company, The Arena Group, claims it licensed out a third-party company called AdVon Commerce to create product reviews for not just SI but its other owned sites. When Futurism questioned The Arena Group about the use of the AI content, the articles and author profiles quickly disappeared. The company put out a statement Monday afternoon but has not offered any other explanations since.

“Today, an article was published alleging that Sports Illustrated published AI-generated articles. According to our initial investigation, this is not accurate,” a statement from The Arena Group read. “A number of AdVon’s e-commerce articles ran on certain Arena websites. We continually monitor our partners and were in the midst of a review when these allegations were raised.”

“AdVon has assured us that all of the articles in question were written and edited by humans,” the statement continued. “According to AdVon, their writers, editors, and researchers create and curate content and follow a policy that involves using both counter-plagiarism and counter-AI software on all content. However, we have learned that AdVon had writers use a pen or pseudo name in certain articles to protect author privacy – actions we strongly condemn – and we are removing the content while our internal investigation continues and have since ended the partnership.”

The SI Union offered a response itself, condemning the parent company for agreeing to publish the content.

“If true, these practices violate everything we believe in about journalism,” the union statement read. “We deplore being associated with something so disrespectful to our readers.”

“We want to be very clear: What is described in this Futurism story does not represent the hardworking journalists who make up the SI Union,” the statement concludes. “For nearly 70 years, SI staff members have held themselves to the highest possible ethical standards. As members of the SI Union, we are proud to be part of that legacy and work every day to protect it. We expect management to do the same.”

The statement was signed, “The Humans of the SI Union.”

Several current and former SI employees echoed the union’s sentiments.

The story even got national media attention on The Pat McAfee Show.

As the prevalence of artificial intelligence continues to grow within the evolving media marketplace, there have been discussions regarding the ethics of the practice. A report from Futurism asserts that Sports Illustrated has been using the technology to publish articles written by the software, purchasing automatically generated profile photos from an online marketplace in order to give the author a human identity.

Within the report, it was averred that the publication routinely alters the AI personas on the website by changing the faux name and author photo, with there being no explanation towards the move. When Futurism reached out to The Arena Group – the publisher of Sports Illustrated – with questions about the practice, the AI personalities were hastily removed from the website.

Several industry professionals have commented on the matter through social media, expressing their dismay and concerns about the purported revelation. Outside of Sports Illustrated, Futurism discovered that many other publications have engaged in the practice, including CNET, Gizmodo and BuzzFeed. When the authors were changed on Sports Illustrated, there was no editorial note describing the rationale behind the decision. An anonymous source told Futurism that the content is “absolutely AI-generated no matter how much they say it’s not,” leading to dismay and interest in how the company will respond.

“Our staff works so hard to carry on Sports Illustrated’s tradition of great journalism,” senior writer Michael Rosenberg said in a post on X. “It’s so disappointing when people* in our own company undermine our work.”

After some time, the magazine eventually added a disclaimer that outlined the content being created by a third party and that Sports Illustrated editorial staff were not involved in its creation. There was no explicit mention, however, of the third party being AI technology, which is ostensibly being used across different publications throughout The Arena Group’s portfolio such as theStreet and Men’s Journal.

“Along with basic principles of honesty, trust, journalistic ethics, etc., I take seriously the weight of a Sports Illustrated byline,” magazine staff writer Emma Baccellieri said in a post on X. “It meant something to me long before I ever dreamed of working here. This report was horrifying to read.”

In a statement from a spokesperson for The Arena Group, the company disclosed that it is not accurate based on an initial investigation. These articles in question were product reviews supplied by AdVon Commerce, whose e-commerce articles ran on certain websites under the ownership of the company.

“We continually monitor our partners and were in the midst of a review when these allegations were raised,” the statement read. “AdVon has assured us that all of the articles in questions were written and edited by humans.”

AdVon’s writers, editors and researchers create and curate content while following a policy that utilizes counter-plagiarism and counter-AI software. The Arena Group has ended the partnership after discovering that the company had its writers use contrived identities to protect the privacy of the authors, actions it claims to “strongly condemn.” An internal investigation is continuing looking into the matter.

Shannon Sharpe has built a successful sports media career after his Hall of Fame NFL career. He said seeing Charles Barkley and Michael Strahan work on television gave him the green light.

During his Nightcap podcast alongside another former NFL star, Chad Johnson, Shannon Sharpe said seeing other former athletes be themselves on television showed him he could do the same.

“When I saw Charles Barkley could be himself, could talk with the dialect that he had, was unapologetically not afraid to make fun of himself, I said, ‘I could do that.’ I’ve got just as good as sense of humor, I could tell stories, I can do that,” Shannon Sharpe said.

“I see Michael Strahan on Good Morning America, I see Stephen A. doing what he’s doing, I said, ‘I could do that’ … I just wanted someone to give me the opportunity,” Sharpe continued. “Be prepared when the opportunity presents itself.”

Sharpe turned working for The NFL Today into a role with Skip Bayless on FS1’s Undisputed. He now appears frequently on First Take in addition to his podcast with Johnson for The Volume.