The UFC is moving full steam ahead with artificial intelligence in its production, even as some fans push back against the technology.
Following UFC Seattle, UFC leadership made clear the promotion will continue to lean on AI and other tech tools in both original content and live event presentation.
Craig Borsari framed AI as an enhancement rather than a replacement in the production process. “Well, I think AI affords production groups when it comes to storytelling, it affords us some tools that, maybe, we wouldn’t be able to implement, or be as efficient with in the past,” Borsari said. “The way we look at AI is not a substitute for content creation, but rather a way to amplify it.”
Borsari added that the promotion is still in the early stages of its AI usage and compared it to other established production tools. “So if there are things that we can do utilizing AI, it’s no different than maybe using a green screen,” he said, emphasizing that UFC editors and producers are already using AI for tasks like color correction.
Dana White, asked about the issue after UFC Seattle, brushed off criticism of the move. “AI is coming, and if we’re using AI, who gives a shit? ... How about this: Shut the f*ck up and watch the fights,” he said.
Borsari said the UFC intends to keep pushing forward: “We will continue to look for ways to not only use AI, but other technological advances and push the envelope in the way we present our product — both on the original production side, as well as the live event side.”
