At the UFC Seattle post-bout press conference, UFC CEO Dana White was asked about fan concerns over the use of artificial intelligence in UFC promotional content.
The reporter opened the topic by noting that fans and viewers had been discussing what they perceived as a rise in AI generated content in UFC broadcasts, content they said was not as present in previous iterations of the promotion. The reporter asked whether the shift was tied to the UFC’s new deal with Paramount or reflected a new creative direction.
White’s initial response was: “What does that mean?”
After the reporter clarified, explaining that fans had been speaking out against AI in commercials and promotional content, White responded: “Oh yeah. What are they complaining about?”
The reporter explained that fans had been saying the UFC should be paying artists instead of using generative AI. White did not hold back in his reply.
“Give me a f**king break,” White said. “AI is coming and if we’re using AI, who gives a damn. People are upset about it. We should use artists.”
When the reporter followed up asking whether the use of AI was a UFC internal decision, White confirmed it was, while also pushing back against the idea that Paramount had any influence over production choices.
“It has nothing to do with Paramount,” White said. “Paramount’s not telling us how to run our production. We run the production. So every time we change, we go from Fox to ESPN and then we go to Paramount, people like, ‘ESPN’s doing this and Fox is doing that and Paramount.’ They’re not doing anything.”
He continued: “They don’t have nothing to do with our production. They do create some of their own spots for matches, but we do all our everything, from the artwork to production to music, everything is done internally and always has been at UFC.”
White then closed out the topic by saying: “How about this? Shut the f**k up and watch the matches.”
