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

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.