The UFC’s use of AI in promotional content material stays some extent of stress with a part of its fan base, and Craig Borsari’s newest feedback clarify the corporate has no plans to maneuver away from it. In his interview with Jake Arier, the UFC chief content material officer defended AI as a manufacturing instrument and framed it as a part of the corporate’s push to maintain altering the way it presents occasions.
UFC pushes again on AI backlash: “Not an alternative to content material creation”
Fan criticism has picked up in 2026 as AI-made or AI-assisted UFC promos circulated in the course of the promotion’s new Paramount+ period, together with advertisements that drew backlash on-line for trying low cost or unfinished. Dana White dismissed that criticism in March, telling reporters he didn’t care if followers have been upset in regards to the firm utilizing AI in promotional materials.
Borsari took a extra measured strategy than White, however the message was related. Requested about current UFC promos that used AI, together with materials tied to the BMF title struggle and the White Home occasion, Borsari mentioned the expertise provides manufacturing groups new choices in storytelling quite than changing the individuals behind the ultimate product. Talking with Jake Arier on Against the Cage, he defined:
“The best way we have a look at AI is just not an alternative to content material creation, however quite a option to amplify it. It’s no totally different than utilizing perhaps a inexperienced display. I imply it’s a way and expertise that’s evolving at a reputable price. If we’re not pushing the envelope and searching for other ways to do issues and storytelling, our jobs. The very last thing I would like my crew to be is stagnant and play on our heels and play it protected.”
Borsari additionally pushed again on the concept that the UFC is handing the inventive course of over to prompts and urgent publish. He mentioned editors and producers are nonetheless shaping the ultimate work, with AI getting used in the course of the manufacturing course of quite than appearing as a full substitute for human decision-making.
“We’re nonetheless comparatively within the early phases of AI. It isn’t simply to place in some prompts and take the top product of no matter spit out and transfer on. Our editors, our producers are utilizing it as a instrument to create content material. We are going to proceed to make use of AI and different expertise to attempt to create content material in a approach that we weren’t capable of prior to now.”
That clarification arrives at a time when the UFC is going through two separate reactions to its promo technique. Some followers see AI as an inexpensive shortcut, particularly when official advertisements look tough in contrast with extra polished conventional packages, whereas the promotion sees it as half of a bigger shift in expertise throughout sports activities media. Studies on the backlash famous that AI-based UFC advertisements typically unfold by way of fan reposts and criticism on-line, whereas extra conventional hype movies continued to earn reward on official channels.
Borsari’s feedback recommend the UFC will maintain shifting in that direction. He mentioned the corporate can also be exploring advances in audio, decision, and different manufacturing instruments, with AI becoming into a bigger plan to alter how content material is made and introduced.
The UFC White Home occasion, branded UFC Freedom 250, is scheduled for June 14 on the South Garden and is about to characteristic Ilia Topuria vs. Justin Gaethje for the light-weight title and Alex Pereira vs. Ciryl Gane for the interim heavyweight title, together with Sean O’Malley vs. Aiemann Zahabi, Mauricio Ruffy vs. Michael Chandler, Bo Nickal vs. Kyle Daukaus, Diego Lopes vs. Steve Garcia, and Josh Hokit vs. Derrick Lewis. The promotion has additionally deliberate a fan viewing setup on the Ellipse, with free tickets distributed by way of a lottery system, making the weekend a bigger public occasion quite than a typical fight-night setup.
