Dana White has lashed out at those criticizing UFC for AI use during promos.
A slew of companies have been heavily criticized for AI use in place of actual artists. The general consensus online is that using AI to replace actual artwork is lazy and cheap. While some have responded by ditching the technology, White is taking his usual stoic stance.
When asked about the criticism during the UFC Seattle post-fight press conference, White’s response wasn’t exactly surprising (h/t MMAMania).
“Give me a f–kin’ break,” White replied. “A.I. is coming and if we’re using A.I., who gives a s–t? People are upset about it? We should use artists? Who gives a s–t.”
White then scoffed at speculation that Paramount may have pushed for AI use in UFC’s promotional material.
“It has nothing to do with Paramount,” White said. “Paramount’s not telling us how to run our production. We run production. Every time we change, we go from FOX to ESPN and then we go to Paramount, people are like ‘Ah, ESPN’s doing this and FOX is doing that and Paramount—,’ they’re not doing anything. They have nothing to do with our production.”
AI use is the latest critique many fans have been having for the UFC brass. Many have taken the top MMA promotion to task over lackluster matchmaking. While UFC Seattle was a success in terms of excitement, the popular opinion had been that the start of 2026 wasn’t ideal.
Some have even questioned how much say White has in UFC these days and whether or not his heart is in it anymore. Time will tell how the rest of 2026 goes.
What do you make of UFC’s use of AI and Dana White’s dismissive response? Is this a bad look for the sport? Let your opinion be known in the comments below.