Add as a preferred source on Google WWE is already using artificial intelligence in part of its creative process, according to Mark Shapiro, president and COO of TKO Group Holdings. The revelation was made during an internal company meeting this week.
According to Shapiro, Nick Khan and Triple H are using AI in WWE storylines, mainly to understand which stories and wrestlers are generating the biggest fan reaction. The analysis also covers specific regions across the United States, something that directly influences content, tours, and business decisions.
“Nick Khan and Triple H are using AI for storylines in WWE,” Shapiro stated, before citing popularity metrics, editorial performance, creative planning, market mapping, and revenue growth.
Despite the strong statement, Andrew Schleimer, CFO of TKO, struck a more cautious tone at the same meeting. He said the company is still in an early stage, running tests and pilot projects, focused on WWE and UFC consumer data, along with limited uses in broadcasts.
It’s worth noting that Shapiro also cited the UFC as an example, saying the company already uses AI in areas like fighter rankings. In WWE’s case, however, it’s still unclear whether the technology is being used to write stories or simply to guide creative decisions based on data.
The news comes amid intense debate among fans over TKO’s influence on WWE’s creative direction.