Dana White dismissed fan criticism over the UFC’s use of AI-generated promotional content as the promotion continues its transition into a new broadcast era in 2026.
The backlash intensified following the release of AI-driven trailers for the Khamzat Chimaev vs. Sean Strickland matchup, which circulated widely across social media. While some viewers praised the visuals and noted that independently created edits appeared sharper than official content, others questioned the shift away from traditional production methods built by human editors and designers.
White addressed the criticism directly, making it clear that the promotion’s focus remains on the fights rather than the tools used to market them. Speaking at the UFC Seattle post-fight press conference, he said:
“Give me a f*cking break. AI is coming, and if we’re using AI who gives a sh*t? People are upset, and we should use artists? How about this. Shut the f*ck up and watch the fights.”
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Check out Dana White’s comments below:
The debate around AI arrives during a broader period of change for the UFC. The promotion began its Paramount+ era earlier this year under a reported multi-billion-dollar deal, but the transition has not been smooth.
Early broadcasts were affected by technical and operational issues, including audio disruptions, camera errors, and production inconsistencies. Fans also raised concerns about potential changes to the viewing experience, including reports of advertisements playing during fighter walkouts.
Beyond production issues, there is growing frustration among sections of the fanbase regarding the direction of the product. Critics have pointed to matchmaking decisions that appear to favor marketable fights over rankings, as well as ongoing concerns about pricing and accessibility despite the move to streaming.
There’s also an alleged perception among fans that White is losing control of the UFC due to his expanded role under TKO and his focus on launching Zuffa Boxing in 2026. While fans point to reduced presence and shifting priorities, White maintains his responsibilities have evolved as he oversees both properties under a broader multi-sport structure.
Edited by Abhishek Nambiar
