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, Whiteâs response wasnât exactly surprising (h/t MMAMania).
âGive me a fâkinâ break,â White replied. âA.I. is coming and if weâre using A.I., who gives a sât? People are upset about it? We should use artists? Who gives a sât.â
White then scoffed at speculation that Paramount may have pushed for AI use in UFCâs promotional material.
âIt has nothing to do with Paramount,â White said. âParamountâs 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 âAh, ESPNâs doing this and FOX is doing that and Paramountâ,â theyâre not doing anything. They have nothing to do with our production.â
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 wasnât 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.
âHow bout this? Shut the fuck up and watch the fights!â - Dana White
Literally spitting in the face of the same fans they are gouging with absurd ticket prices and dog shit cards (most of the time - this recent card is an exception).
This company deserves to fail at this point.
I personally donât give a fuck about AI, but I cannot stand ungrateful CEOâs, companies, etc. that shit talk their source of income.
And that they seem to be cutting costs anywhere they can. Just typical soulless corporations looking to âup profitsâ while killing the asset itself in doing so. This penny pinching can actually degrade your company. You know, the one bought for 7 BILLIONS? Short sighted idiots
Case in point: the subpar WH card while it will have worlwide media coverage, just because they didnât want to up the pay of the top stars. Idiots.
Dana truly doesnât give a fuck anymore.
He will retire a rich man regardless.
He forgot about the little guy.
Broâs essentially a mascot at this point. He has like zero say in anything, especially something like that.
Heâs the UFCâs Ronald McDonald
This
I canât wait for the first completely AI fight! (You know itâs coming lol)
Dana is a child playing CEO, but the question in itself was stupid.
MMA media members are some of the worst out there during post fight conferences.
The UFC is dead
Itâs now just another corporation owned by the small hat fuckers
This. Itâs like the corporate cash zombies just canât learn the lesson that when they enshittify things that people will eventually revolt.
Late Stage Capitalism, amirite?
Edit: He is a drunken Colonel Sanders playing a CEO at this point.
âEnshittifyâ is good lol
literally?
âZuffaâ is Hebrew for âwarriorâ
Maybe I am in the minority but I dont care about AI, fighter pay, announcers, uniforms, the ramp, etc
The only thing I would say is break out the money to make the big fights happen if needed and yes everyone should stfu and watch in that case. The overall fighter pay issue is not my problem.
And dont forget, Dana and Schaub are Eskimo Bros. B.
Why doesnât he just declare them on. He is Built Like A Fighter after all.