UFC has faced fresh skepticism over its use of generative imagery at its events. Notably, the promotion used AI-generated imagery to promote their UFC Seattle event and, now, the much-anticipated UFC White House event this June.
The use of AI is considered creatively devoid and undermines the local art scene wherever the UFC is holding these events, and, given the promotion’s new $1 billion+ yearly deal with Paramount+, it’s not surprising that fans and pundits alike think the UFC should hire artists to do the work.
However, they will be disappointed to hear that UFC Chief Content Officer Craig Borsari is equally creatively corrupt and believes the use of AI is ‘no different’ than using a green screen.
Craig Borsari pushes Dana White’s pro-AI UFC agenda
Speaking with The New York Post’s Jake Aryeh, Borsari explained the promotion’s decision to move away from artist-created content.
“The way we look at AI is it is not a substitute for content creation, but rather a way to amplify it,” Bolsari explained. “… It’s no different than maybe using a green screen, it is a technique
“I like to tell my team if we are not pushing the envelope and looking for different ways to do things in storytelling, then we’re not doing our job. The last thing I want my team to be is stagnant and plant our heels and play it safe.”
‘Who gives a s***?’ says UFC CEO Dana white
If ‘playing it safe’ means being creatively illiterate to save money, then fans will remain disappointed. UFC CEO Dana White told fans to ‘shut the f*** up,’ when he was prompted about the use of AI at UFC Seattle.
“Give me a f******* break,” White said at the UFC Seattle post-event presser. “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.”
Harrowing news for fans of quality MMA promotion; UFC would rather use a tool that cannot innovate, nor deviate from the status quo, rather than hire artists to handle their event promotion.
It’s another area where promotions like PFL should pick up the pace to counter UFC’s complacency.
Fighters aren’t happy with UFC’s laziness
Former UFC lightweight title challenger Renato Moicano called out UFC’s use of AI for exactly what it is: Lazy, sloppy, and ‘brain-rotting.’
“I saw it [The UFC White House promo], and I didn’t like it at all. UFC’s not going to be very happy for me to say that, but I didn’t like it. I think that’s disrespectful towards the fans, because I’m a fan myself,” Moicano told Ariel Helwani. “If you can’t put Alex Pereira or Ilia Topuria on an airplane and put them in Washington D.C., in front of the White House, I think that’s sloppy.
“I don’t like to use AI on my stuff at all. I’m not saying it doesn’t help for some stuff, but not for content. People can see when it’s sloppy, and that’s brain-rotting everybody right now.”
UFC White House is costing the UFC upwards of $60 million, according to Dana White. For the promotion to use generative tools to promote it, least of all in a quality that anybody could recreate with a string of text in their bedroom, is an insult to fans and the fighters.
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