Following cease-and-desist letters from attorneys representing LeBron James and Luka Dončić, the company has begun implementing changes.
Bron AI chief executive Anish Gupta posted a social‑media video teasing a name change after the NBA superstars expressed displeasure over an earlier advertisement.
“We heard your concerns clearly, so we are returning to the arena,” Gupta wrote. “What do you think? We welcome suggestions.”
The post included a video of an AI‑generated voice stating, “The Internet was loud, and we heard you; it’s time for a new name.” The clip concluded with the voice reading “And the name is” before the video was truncated.
Bron AI is an AI‑driven sports betting platform.
The company posted a Wednesday social‑media advertisement featuring a person resembling James, dressed in a No. 23 jersey labeled “Bron,” scrolling through the app.
Dončić’s name, image, and likeness were also incorporated into the advertisement.
The posts garnered over 900,000 views in under 24 hours, after which they were removed from X following Front Office Sports’ report and subsequently taken down from Instagram.
Bron AI’s ad featured several other athletes, including NBA players Giannis Antetokounmpo, Donovan Mitchell, and Dillon Brooks.
Adam Mendelsohn, James’s longtime media representative, told the California Post that Bron AI’s ad exemplifies declining originality in sports media.
“It’s driven by cheap clicks and aggregation,” Mendelsohn noted. “Many commentators engage in similar practices. Their original intent appears to have been to provoke a cease‑and‑desist notice to generate social‑media attention. While ideally they would avoid responding, they feel compelled to act in such circumstances.”
