Dana White tells critics to ‘shut up’ after UFC AI promo backlash

The main event at UFC Seattle wasn’t the only thing getting attention. Israel Adesanya showed flashes of his old form but also looked like he’s slipping, and a bad mistake ended up costing him against Joe Pyfer.

That wasn’t what people kept talking about afterward though. The UFC aired a promotional spot during the broadcast that appeared to use AI-generated artwork for the main card.

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Fans watching at home noticed it almost immediately. Social media lit up with criticism shortly after, with many asking why the promotion could not hire real artists to handle the design work instead.

The criticism reached Dana White during the post-fight press conference, and the UFC President didn’t hold back when reporters brought it up.

“Give me a [expletive] break. AI’s coming, and if we’re using AI, who gives a [expletive]? People are upset about it, we should use artists,” White said, per Championship Rounds. “How about this, shut the [expletive] up and watch the fights.”

White’s comments are sparking plenty of debate across the MMA community. The Ultimate Fighting Championship has started incorporating AI into its creative process, a move that mirrors what TKO Group Holdings has been doing with WWE.

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It’s part of a wider trend among major sports organizations, with many shifting away from traditional design work and leaning more on automated systems.

Still, AI-generated visuals continue to draw pushback from fans who question whether the approach sacrifices authenticity for convenience.