Luka Dončić, a renowned NBA player, has collaborated with ElevenLabs through his production company, 77x World, to create an AI voice called Luk.AI, which mimics his speaking style and can communicate in any language supported by ElevenLabs. This technology allows for innovative media and entertainment experiences, enabling personalized and localized content creation for global audiences. The AI voice facilitates brand engagement by swiftly generating content and allows for dynamic fan interactions through various digital mediums. The partnership has already been demonstrated in a campaign with Nike's Jordan brand to launch the Luka2 sneaker, showcasing the potential for AI voices in enhancing athlete and celebrity engagement with fans and brands worldwide.