Dana White isn’t entertaining complaints about artificial intelligence in UFC production. He is shutting them down completely.
As AI-generated promotional content begins appearing more frequently following the promotion’s 2026 shift to Paramount+, fans have started calling it out. A recent UFC Fight Night Seattle ad that aired during UFC 326 drew immediate criticism, with viewers pointing to its obvious AI-generated look.
When asked about the backlash at the post-fight press conference, White didn’t soften his stance.
“Give me a f–kin’ break,” White said. “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.”
Dana White is asked about the AI content on the broadcast. Media member says he has seen fans complaining that the UFC should be paying artists instead of using AI.
Dana White: Give me a fucking break. AI is coming and if we’re using AI, who gives a shit?
Later,
Dana White:… pic.twitter.com/pMRjJ3XvMZ— Jed I. Goodman © (@jedigoodman) March 29, 2026
UFC controls production and the message is final
White also pushed back on the idea that broadcast partners are influencing the shift toward AI content.
“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.”
He acknowledged that partners may produce their own promotional spots, but drew a clear distinction.
“They do create some of their own spots for fights,” he said. “But we do all our own everything from the artwork to production to music, everything is done internally and always has been at UFC.”
White closed the discussion without leaving space for further debate.
“How bout this?” he said. “Shut the f–k up and watch the fights.”
Dana White’s hologram is FLUENT in Spanish pic.twitter.com/KSYFqeQzQi
— Oscar Willis (@oscarswillis) September 14, 2024
