Meet Dougie. The non-league grim reaper.
Dougie is the Dugout AI robot, and we're training him to be the first AI pundit dedicated entirely to Sussex non-league football. Cheeky, laddish, sarcastic and nobody's fool. If your side's on a bad run, he's already noticed.
Training for a seat on the panel.
The plan: Dougie joins the SNLF and IBB10 panels live as the fifth host. He hears the conversation, answers the audience and brings the news, stats and results, plus a sarcastic verdict, in his own voice and with his own animated avatar.
Exists today
- Dougie character and artwork
- Dugout News league overviews
Planned · in development
- ElevenLabs-powered speech
- Football knowledge from our leagues
- Animated avatar
- Live presenter and audience interaction
- Broadcast integration
Demonstrations will be published here as they are ready. Nothing on this page is presented as live until it is.
From question to broadcast.
Listen
Presenter speech and live chat questions are picked up in real time.
Think
Football knowledge from results, tables and Dugout News.
Speak
A natural voice for Dougie, powered by ElevenLabs.
Broadcast
An animated Dougie on screen, built into the live show.
The brief
Dougie isn't a chatbot in a football shirt. He's being trained as a proper character with one job: Sussex non-league football. The goal is simple. By the end of his training, Dougie becomes the fifth host of our shows, taking his seat alongside the panel on the SNLF Show and the IBB10 Show.
What he's learning
- News: signings, managerial changes, ground news and the stories from right across the Sussex pyramid.
- Stats: tables, form, goals, streaks and the numbers nobody else bothers to keep.
- Results: every score, every weekend, ready the moment the final whistle goes.
- Opinions: yes, he'll have them. Hot takes, predictions and the occasional grudge.
His personality
Cheeky, laddish and sarcastic, with a dry line ready for every bad defeat. Dougie is the non-league grim reaper: when a winning run is about to end, a manager is feeling the heat or a relegation scrap is getting ugly, he'll be the first to say it. All in good fun, always about the football, never personal.
How we're training him
Dougie learns from what we already make every week: the SNLF and IBB10 shows, the Dugout News league round-ups, and the results and stats behind them. Every week he gets a little sharper, a little quicker and a little more sarcastic.
Where he is now
Dougie already writes the league overviews in Dugout News. Joining the panel live as the fifth host is the next step, and he's in training for it now. Anything marked Planned below is still being built.
At a glance
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Dugout AI mascot
The face of the network, on screen, in print and on the merch.
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Dugout News league overviews
Dougie writes the league round-ups every week.
-
Fifth host of the shows
A seat on the SNLF and IBB10 panels, live on air.
Planned -
Sussex non-league brain
News, stats, results and form from the leagues we cover.
Planned -
Opinions and predictions
Hot takes, weekend predictions and the grim reaper verdict.
Planned -
His own voice
A natural, broadcast-ready voice powered by ElevenLabs.
Planned -
Animated avatar
An on-screen Dougie that reacts as he speaks.
Planned -
Audience interaction
Answering live chat questions, with plenty of sarcasm.
Planned
People
The Dugout AI robot. Writes the Dugout News league overviews and is training to co-host live.
Partner on Project Dougie Live.
Want to work with us on Project Dougie Live, or bring Dougie to your event or platform? Talk to us.
