How Dana White reacted to ‘upset’ people over UFC using AI for promo videos
Photo by Mat Hayward/Getty Images Dana White has fired back at critics of the UFC’s use of AI-generated promotional content, dismissing concerns in blunt fashion. The backlash comes as more sports organizations experiment with artificial intelligence in media production. White, however, made it clear he has little patience for the criticism.
Photo by Jack Gorman/Getty Images Dana White responds to backlash over UFC AI promo videos White addressed the criticism when asked about fans and creatives pushing back. “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?
“How about this: Shut the f___ up and watch the fights,” White said. The response leaves no ambiguity about his stance, framing AI as an inevitable shift rather than a choice. It also signals that the UFC is unlikely to reverse course despite criticism.
Debate grows over UFC replacing artists with AI-generated content The use of generative AI in place of human artists has sparked wider debate beyond just the UFC. Critics argue that relying on AI removes opportunities for designers and creatives who traditionally shape promotional visuals. There are also concerns around originality, ownership, and the ethical use of training data behind AI-generated work.