Ray-I? Ray Martin comes face to face with AI version of himself in SBS’ 2027 line-up

Ray Martin, veteran Australian journalist and presenter, will confront an AI-generated replica of himself in a groundbreaking documentary titled Ray-I? as part of SBS’ 2027 programming lineup. The project, unveiled during SBS’ annual upfront presentation in Sydney on Tuesday, explores the implications of artificial intelligence on media, identity, and truth. The documentary, fronted by Martin, features an AI version of himself, referred to internally as “Ray-I”, designed to mirror his speech patterns, mannerisms, and even his sense of humor. By the end of the show, viewers will struggle to distinguish between the real Ray Martin and his digital counterpart. SBS also revealed during the event that it has acquired the broadcasting rights for the 2030 FIFA World Cup, set to take place in Spain, Portugal, and Morocco. This decision comes after the 2026 tournament recorded unprecedented viewership, with the network claiming 8 million Australians tuned in. Managing Director Jane Palfreyman emphasized the significance of football as a reflection of national identity, stating, “For almost 50 years, SBS has been the spiritual home of the world game. Football has always reflected the Australia we are, and the Australia we aspire to be.” She added that the upcoming World Cup holds particular importance amid ongoing discussions around cultural diversity and national unity. Joseph Maxwell, SBS’ head of factual programming, described Ray-I? as both an experiment and a philosophical inquiry. He explained that the AI model evolves throughout the documentary, starting with minimal resemblance to Martin and gradually becoming indistinguishable from him. “It’s pretty unsettling for Ray at certain moments,” Maxwell noted. “The model grows; it starts off not sounding like him and by the end, you feel you’re in the room with two Rays. It’s got his voice, it’s got his pauses. They say AI can’t have a sense of humour, but it certainly picks up some of his tone and playfulness by the end.” Maxwell framed the documentary as a meditation on the evolving role of journalism in an age of rapid technological advancement. “Ray’s entire world has been journalism, and now journalism is under threat like it’s never been before,” he said. “And Ray-I in some ways represents that threat. But in some ways it represents a solution, too.” The project aims to provoke thought about authenticity, accountability, and the ethical boundaries of AI in media. In addition to Ray-I?, SBS announced several other high-profile documentary projects. Among them is Bondi, a detailed account of the events of December 14, 2025, told entirely through the perspectives of individuals present at the time. The film avoids traditional narration, instead relying on firsthand accounts to paint a complex picture of antisemitism, social cohesion, and multicultural Australia. Another standout is 2.6 Seconds, a four-part series examining the 2019 death of Kumanjayi Walker at the hands of NT Police Officer Zachary Rolfe. Directed by Darren Dale, founder of Blackfella Films, the series is positioned as a “channel-defining” commission, offering a nuanced exploration of justice, race, and law enforcement. Also returning is Alone Australia, a survival reality series where participants attempt to endure life in the Arctic Circle. This season introduces new rules, allowing contestants to hunt for food while ensuring the protection of local wildlife. “There will be no reindeer harmed in the making of this show,” Maxwell assured. “There are birds they can hunt, there are other animals they can hunt. But I can’t confirm specifics beyond that.” These programs underscore SBS’ commitment to producing bold, socially relevant content that challenges audiences and reflects the complexities of modern society. As the network continues to navigate the intersection of technology and storytelling, projects like Ray-I? signal a growing willingness to engage with, and interrogate, the transformative power of artificial intelligence.