Alibaba's AI-powered tribute to female athletes shines at Olympics premiere

Ad Nut has always been a firm believer in the magic of diversity and representation. Perhaps it’s because in the sprawling kingdom of nature, diversity isn’t just a buzzword—it’s a survival tactic. Imagine if every creature in the forest were the same; we'd have a lot of squirrels and not enough nuts to go around. From the chattering chipmunks to the regal eagles, each species contributes to the delicate balance of our ecosystem. It’s this variety that makes the forest resilient and vibrant, and it’s this same principle that can make human society stronger and more innovative.

So, when Ad Nut heard about Alibaba Group's latest initiative, excitement filled the air (and the treetops). Alibaba, in partnership with the International Olympic Committee (IOC), has launched a short film titled 'To the Greatness of HER', an eight-minute video tribute to the evolution of gender equality in sports since the 19th century. Leveraging Alibaba’s cloud-based AI, the film colourises and restores vintage photographs of female athletes from past Olympic Games through critical steps including clarity processing and colourising grayscale images with vibrant colours using advanced AI models. This impressive feat premiered at the Alibaba Evening on July 24 in Paris, right before the opening of the Olympic Games Paris 2024 on July 26.

The poignancy of the film truly shines a light on the immense pressure female athletes have faced to carve a space for themselves throughout history. Overcoming the burdens of prejudice and sexism, whether in tennis (Suzanne Lenglen, France), shooting (Zhang Shan, China), running (Kathrine Switzer, US), or shot put (Yumileidi Cumbá, Cuba), these stories are a tear-inducing reflection of their struggles and triumphs. Ad Nut can't help but feel overwhelmed by the profound impact women's stories have had on shaping the world, despite often going unheard.

Everything about the visual direction of this film—from the evocative score to the choice of narration that moves through different languages, tones, inflections, and styles—brings these stories to life. The use of archival footage, enhanced with modern rendering, imparts a powerful sense of nostalgia and gratitude for the struggles endured in the past while also inspiring hope for the future.

Zhang Shan, who made history at the Olympic Games Barcelona 1992 by winning gold in a mixed-gender skeet shooting event, expressed her hope for women in the future: “By reliving that moment, I hope we can encourage more people to pursue the sports that they are passionate about.”

Kathrine Switzer, the first woman to officially run the Boston Marathon in 1967, reflected on the progress made: “Seeing these historical photos renewed by technology enables us to reflect on how far we’ve come and to continue the progress of bringing sport opportunities to more women worldwide.”

Since Alibaba Group’s worldwide partnership with the IOC began in 2017, its Cloud division has been supporting the digitalisation of the Olympics with cloud technologies. Additionally, Alibaba Cloud is partnering with the IOC to harness its cloud-based AI for transforming sports archiving by revitalising historical moments from Paris 1924. This initiative leverages Alibaba Cloud's deep learning models to restore and colourise selected Olympic archive footage, allowing audiences to fully experience and relive Olympic history. According to the tech giant, women account for 47.2% of its total employees, and their innovation and leadership play an increasingly important role in the company’s development.

Thomas Bach, president of the IOC, shared about the initiative, “[The film] highlights the great progress of women in sports through the course of history. My heartfelt thanks go to our friends at Alibaba for using AI-powered technology to let the achievements of these women in sports shine through the full spectrum of colours. More importantly, the film allows us to reflect on one of the most important priorities of the Olympic community—empowering women in and through sports.

"Gender equality is a team sport. We all have a role to play and we all have to lead by example. With this film, Alibaba is leading by example and using its technological expertise to highlight this important topic."

The IOC's commitment to gender equality has also significantly increased female athlete participation over time—from a mere 2.2% in Paris 1900, when women first competed in the modern Olympics, to 50% at the current Olympic Games Paris 2024.

Ad Nut finds this initiative truly inspiring. By combining cutting-edge technology with a heartfelt tribute to female athletes, Alibaba has created something that goes beyond mere marketing. It’s a celebration of progress and a reminder of the power of representation. This project not only highlights the achievements of women in sports but also ensures that their stories are vividly remembered and celebrated. The use of AI to restore and colourise historical photographs is particularly impressive. It breathes new life into these moments, making them accessible and impactful for a modern audience.

This project is a shining example of how technology can be used to foster a more inclusive and appreciative society. It’s not just about looking back at the past; it’s about inspiring future generations to strive for greatness. For Ad Nut, that’s a goal worth celebrating.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.