The UFC’s use of AI in promotional content material continues to trigger stress with some elements of its fanbase, however Craig Borsari’s newest feedback make it clear that the corporate has no plans to maneuver away from AI. In an interview with Jake Arie, UFC’s chief content material officer defended AI as a manufacturing instrument and positioned it as a part of the corporate’s efforts to proceed altering the best way its occasions are introduced.
UFC pushes again in opposition to AI backlash: ‘It isn’t a substitute for content material creation’
In 2026, through the period of the UFC’s new promotion Paramount+, fan criticism elevated as AI-created or AI-powered UFC promotions started circulating, together with advertisements that drew backlash on-line for wanting low-cost and unfinished. Dana White dismissed that criticism in March, telling reporters he did not care if followers have been upset in regards to the firm’s use of AI in promotional supplies.
Borsari took a extra cautious method than White, however the message was comparable. Requested about latest UFC promotions utilizing AI, together with materials associated to BMF title fights and occasions on the White Home, Borsari mentioned the know-how offers manufacturing groups new choices in storytelling, quite than changing the individuals behind the ultimate product. Once I spoke to Jake Arias on Towards the Cage, he defined:
“The way in which we take a look at AI just isn’t as a substitute for content material creation, however quite as a technique to amplify it. It is no completely different than utilizing a inexperienced display screen. In different phrases, AI is a method and know-how that’s evolving at a dependable fee. If we’re not pushing the envelope and in search of different methods to do storytelling, our job is completed. The very last thing I need is for my staff to develop into stagnant and play it secure.”
Borsari additionally pushed again in opposition to the concept that the UFC is handing over the artistic course of to Prompto and forcing him to publish. He mentioned editors and producers are nonetheless shaping the ultimate product, and AI is getting used through the manufacturing course of quite than appearing as a whole substitute for human decision-making.
“We’re nonetheless within the comparatively early phases of AI. It is extra than simply filling out a immediate, taking the ultimate product spit out, and shifting on. Our editors and producers are utilizing AI as a instrument to create content material. We’ll proceed to make use of AI and different applied sciences to attempt to create content material in methods we could not earlier than.”
This rationalization arrives because the UFC faces two separate reactions to its promotional technique. Whereas some followers see AI as an inexpensive shortcut, particularly when official promoting can look tough in comparison with the slick conventional packaging, promotions see AI as half of a bigger shift in know-how throughout sports activities media. Experiences on the backlash be aware that AI-based UFC advertisements typically unfold by way of fan reposts and on-line criticism, whereas conventional hype movies proceed to garner reward on official channels.
Borsali’s feedback counsel the UFC will proceed shifting in that path. He mentioned the corporate can also be exploring advances in audio, decision and different manufacturing instruments, and is incorporating AI into bigger plans to alter the best way content material is produced and introduced.
The UFC White Home occasion, dubbed UFC Freedom 250, is scheduled for June 14th on the South Garden and options Ilia Topria vs. Justin Gaethje for the light-weight title, Alex Pereira vs. Cyril Gane for the interim heavyweight title, in addition to Sean O’Malley vs. Ayeman Zahavi, Mauricio Ruffy vs. Michael Chandler, Bo Niccal vs. Kyle Daukaus, and Diego. Lopez vs. Steve Garcia, Josh Hokitt vs. Derrick Lewis. The promotion additionally plans a fan viewing setup on the Ellipse the place free tickets can be distributed by way of a lottery system, making the weekend a bigger public occasion quite than a typical recreation evening setup.
