Dana White slammed those who criticize the use of AI in UFC promos.
Many companies have been heavily criticized for using AI in place of actual artists. The general consensus online is that using AI to replace actual artwork is lazy and expensive. While some people have reacted by abandoning technology, White remains as stoic as ever.
When asked about the criticism during the UFC Seattle post-fight press conference, White’s response wasn’t surprising (h/t MMAMAnia).
White replied, “Let me give you a break.” “AI is coming, but if you’re using AI, who’s going to give you the as-t? People are upset about it. Should you use artists? Who’s going to give you the as-t?”
White later dismissed speculation that Paramount promoted the use of AI in UFC promotional materials.
“It has nothing to do with Paramount,” White said. “Paramount doesn’t tell us how to produce. We run the production. Every time we change, we go from FOX to ESPN and then we go to Paramount, and people are like, ‘Oh, ESPN is doing this, FOX is doing that, Paramount is–‘ and they’re not doing anything. They have nothing to do with our production.”
The use of AI is the latest criticism many fans have against UFC brass. Many have taken issue with lackluster matchmaking against MMA’s top promotions. While UFC Seattle was a success in terms of excitement, the general consensus was that the start to 2026 was not ideal.
Some are even questioning how much of a voice White has in the UFC these days and whether his heart is in the UFC anymore. Only time will tell what the rest of 2026 holds.
What do you think about the UFC’s use of AI and Dana White’s negative reaction? Is this a bad look for the sport? Let us know your opinion in the comments section below.
