Dana White dismisses fan complaints over UFC’s use of AI in 2026

Since the start of the year, when the UFC made its switch to Paramount, fans have noticed a few changes in how things are put together.

One of those changes has been the use of AI in event promotion, particularly in video packages. This was front and centre during UFC Seattle.

A lot of fans aren’t happy about it, calling out the organisation for what they see as a shortcut.

When asked about the growing use of AI within the organisation, White didn’t hold back on his response to those complaints.

“Oh yeah, what are they complaining about? Give me a f—— break. AI is coming and if we’re using AI who gives a s—? People are upset and we should use artists? Who gives a s—?

“It has nothing to do with Paramount, Paramount’s not telling us how to run our production, we run the production… They have nothing to do with our production.”

“How about this, shut the f— up and watch the fights,” White continued. “If you don’t like it don’t buy it.”

Over recent years, Dana White has hinted at plans to bring major changes to how fighters are ranked by introducing artificial intelligence into that process. Mark Zuckerberg was even said to be involved in developing these updates.

No actual reforms have materialised on that front so far. Instead of updating rankings with AI as initially suggested, it seems efforts have shifted towards using technology more for promotional purposes across various media formats.