WWE Using AI for Creative Analytics, But Critics Warn of Limits

TKO president Mark Shapiro confirmed the company is employing artificial intelligence as part of WWE’s creative and analytics process, using it to gauge which superstars resonate, where they connect with fans, and to inform content, touring and revenue decisions. Shapiro framed AI as a tool to help map editorial and creative strategies, though he did not specify the scope or specific systems being used.

Industry critics caution that commercially available large language models have significant limitations — they’re trained on existing internet data, prone to hallucinations, and often fail to produce genuinely new creative ideas. Studies also cast doubt on large productivity gains from AI and raise concerns about over-reliance on automated analysis driving billion-dollar booking decisions, with commentators warning that unchecked use could skew creative outcomes and require rigorous human verification.

Originally reported by Wrestling Observer: https://www.f4wonline.com/news/wwe/wwe-creative-ai-usage-commercial-analytics-triple-h-nick-khan/.