# Bron AI fires back with hysterical tease after receiving LeBron James, Luka Doncic cease-and-desist letters

- URL: https://talkfuse.com/story/bron-ai-fires-back-with-hysterical-tease-after-receiving-lebron-james-luka-doncic-cease-and-desist-letters/
- Published: 2026-11-06T22:58:37+00:00
- Updated: 2026-11-06T23:24:38+00:00
- Original publisher: New York Post (publisher lean: Right)
- Original article: https://nypost.com/2026/11/06/sports/bron-ai-change-lebron-james-luka-doncic/
- Topics: AI, Basketball, Business, Companies, Sport, Technology, World

## Key points

- Bron AI plans a name change after legal letters from James and Dončić.
- Its advert used AI imagery resembling several NBA players.
- The video teasing a new name did not reveal it.

## Summary

Bron AI says it is preparing to change its name after receiving cease-and-desist letters from lawyers representing LeBron James and Luka Dončić. The dispute followed an advert that used AI-generated imagery resembling the NBA stars, raising concerns over the use of athletes’ names and likenesses.

CEO Anish Gupta teased the change in a social media video but did not reveal the new name, inviting suggestions. The advert, posted on Wednesday, showed a James lookalike in a No. 23 “Bron” jersey using the betting app and also featured Dončić and other NBA players; it drew more than 900,000 views in under 24 hours before being removed from X and Instagram. James’s adviser called it an example of declining originality in sports media and said the company may have expected a legal response to generate attention.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.