Pride in Your Origin.
Paul 'Fatty' Vautin’s real-time commentary is pulled straight into fans’ lounges via voice-cloning AI in a campaign by XXXX and Queensland Rugby League via AFFINITY.
The initiative is part of XXXX’s 2025 Pride in Your Origin campaign and in time for the State of Origin.
XXXX senior marketing manager Sam Pulsford said everyone is spruiking AI, but very few are applying it in a way that’s genuinely human.
“When AFFINITY pitched putting Fatty in fans’ pockets, we realised we could turn cutting-edge tech into pure Queensland gold," Pulsford said.
“Fatty Says' proves that if you start with your customers passion and keep the brand’s character intact, AI becomes a tool for deeper connection, not gimmickry.
“Pulling it off in just five weeks shows what’s possible when that passion meets craft."
The 'Fatty Says' app syncs with the broadcast feed to drop Fatty’s commentary the instant they happen on-field.
Between matches, users can access ‘FAT|GPT’ a chat mode where he puts out opinions on footy, beer and life.
AFFINITY Group CEO Luke Brown said that Immortalising an Aussie icon with AI has been a joy.
“Our team took the rigour we use building corporate chatbots and injected Fatty’s full-throttle personality to create an experience as immersive, passionate and dramatic as Origin itself,” Brown said.
“A case study in using generative AI to deliver brand-aligned, commercially meaningful customer experiences.
“It offers a glimpse into the future of media, where AI enables dynamic, personalised experiences that resonate with consumers.”
FAT|GPT is available with the purchase of one carton of XXXX.
Paul Vautin said that after a long career in footy and more than three decades in commentating, he’s excited to bring his knowledge to league fans in this virtual format.
“It’s an honour to come back on the screens for one more Origin season in a smaller AI version of myself - so make sure to download the app and see what Fatty Says while tuning into the Origin series,” Vautin said.
