WWE is making headlines for a surprising reason: the company is embracing artificial intelligence as the future of its creative process. According to a recent Wrestling Observer report, WWE has brought on Cyrus Kowsari, formerly of BuzzFeed and mixed martial arts promotion ONE Championship, to serve as senior director of creative strategy—a role focused squarely on injecting AI throughout the organization’s storytelling operations.
Chief Creative Officer Paul “Triple H” Levesque introduced Kowsari to WWE staff in September, characterizing the hire as essential to what he described as an “inevitable”
“transition into AI-based storytelling.”
Beyond narrative development, Levesque outlined plans to
“integrate AI into creative services like video and graphics,”
signaling a comprehensive technological overhaul of WWE’s content production pipeline.
The announcement raises eyebrows in an industry built on larger-than-life personalities and compelling human drama. WWE has long been one of the world’s premier wrestling promotions drawing massive audiences through carefully crafted character arcs and storylines. The decision to automate this creative process represents a radical departure from traditional methods.
When it comes to graphics and video production the efficiency argument carries some weight. AI tools can generate visual content rapidly, potentially streamlining workflows that once required significant human labor and time. However these benefits come with their own set of concerns about quality control, intellectual property rights and environmental impact.
The storytelling component proves more controversial. Wrestling entertainment has historically faced criticism for inconsistent narratives and haphazard plot development. Introducing AI into this equation seems counterintuitive for an organization looking to strengthen its creative reputation rather than further compromise it.
Early results haven’t been encouraging. Dave Meltzer of Wrestling Observer reported in his newsletter that WWE’s initial experiments with AI-generated storyline concepts yielded disappointing results. The technology apparently struggled with basic continuity including fundamental details like which wrestlers actually belonged to the company’s roster—a rather significant oversight for any creative system meant to craft coherent narratives.
The practical challenges are substantial. Sifting through volumes of AI-generated content to locate usable material could prove more time-consuming than simply employing knowledgeable writers familiar with WWE’s history, characters and audience expectations. Traditional writers rooms staffed with creative professionals who understand the product would seem far more efficient than mining algorithmic output for occasional gems buried among unusable suggestions.
Whether this technological pivot represents genuine innovation or misguided disruption remains to be seen. WWE’s experiment with AI-powered creativity will unfold in real time before millions of viewers worldwide making it one of entertainment’s most visible tests of artificial intelligence in creative applications.
The wrestling world watches with curiosity and skepticism as Triple H steers this iconic brand toward an uncertain technological future.
