UFC CEO Dana White issued a heated response after being pressed about the UFC’s use of generative AI to create promotional material for its events.
Passionate fight fans noticed the UFC’s use of AI during UFC Seattle, where the company used a generated video to promote Israel Adesanya’s return to the cage. It was a blurry mess with many inconsistencies, and rightly prompted some outrage- especially considering the UFC’s $1.1 billion per year deal with Paramount+.
Proper promotion would be a drop in the bucket for the UFC. They used to do it, and could do it again. Unfortunately, record-gates and multi-billion dollar deals just aren’t enough to justify hiring real artists.
Dana White tells fans to get over the UFC’s use of AI
At the UFC Seattle post-event press conference, White was pressed by a reporter on the use of AI being deemed ‘unprofessional’ by fight fans. His response was textbook Dana White.
“Give me a f****** break,” White replied. “AI is coming, and if we’re using AI, who gives a s***? ‘People are upset, and we should use real artists?’ How about this? Shut the f*** up and watch the fights.”
White also alleged the event held a record gate for a US-based Fight Night event, at $4.2 million. Apparently, hiring an artist for a few thousand dollars would have been too much.
Using AI for their biggest events is a slap in the face to the fans and the fighters. It takes zero creative integrity to make, produces nought of value, undermines local artists, and shows a lack of respect for the headliners who deserve proper promotion.
It’s a far cry from the promotion that captivated the world a decade ago, when the UFC hired real visionaries to craft narratives that sold its events.
UFC is objectively worse since securing its $7.7 billion deal with Paramount.
Lazy matchmaking, bad cards, using AI, and now the CEO telling his own fans to ‘shut the f*** up.’ It’s no wonder fans are looking elsewhere for their MMA, like Netflix’s debut event this May.
More Fighters Weekly News
- Moses Itauma destroys Jermaine Franklin in Manchester – promoter teases 2026 world title shot
- Casual Guide to UFC Seattle: Israel Adesanya’s last dance?
- Moses Itauma tipped for British boxing stardom by former heavyweight prospect
- MMA fans outraged as UFC wastes massive rematch on APEX main event
Follow Fighters Weekly on Instagram, Facebook, and X.
