A new report has emerged regarding WWE’s use of artificial intelligence in its creative process.
The Wrestling Observer reported on Friday that WWE hired new Senior Director of Creative Strategy, Cyrus Kowsari, to lead the company’s move toward AI-based storytelling.
However, Fightful Select has since reported that, according to multiple sources, AI is not replacing WWE’s creative team. The report says that there have been available to the creative department for several years, but they’ve mainly been used as research tool rather than for writing. For example, one tool could quickly find out when two wrestlers last faced each other. A source described the system as a way to “avoid starting from a blank page,” not to script the show. In fact, most of the staff reportedly spend only a few minutes using the software.
Regarding Kowsari’s role, those within WWE creative believe he’s primarily focused on improving production efficiency. He’s reportedly been using AI to clean up background noise from footage and better organize files, rather than influencing storytelling. A member of WWE’s production staff noted that they work “insane, nonstop” hours.
The report states that WWE’s shows are still written and produced directly by the creative team alongside the talent. One top talent even pushed back against the idea of AI-driven storylines, saying “Michael Hayes, Paul Heyman and Ed Koskey are not AI,”
