Is WWE using AI for storylines? TKO COO Mark Shapiro reveals truth involving Triple H & Nick Khan
(Courtesy : WWE/Netflix)
Mark Shapiro pulled the curtain back on WWE’s creative process.
TKO President and Chief Operating Officer (COO) Mark Shapiro continues to stay in the headlines. This time, it is for a comment he made regarding the use of Artificial Intelligence (AI) in WWE.
Shapiro, during a Monday town hall, revealed that Nick Khan and Paul ‘Triple H’ Levesque utilize AI tools to research and guide strategy, analyzing which talent and storylines are resonating with fans. This, according to the audio obtained of the internal call by Post Wrestling.
Mark Shapiro calls the adoption of AI a major priority
Shapiro described the company’s adoption of AI as a top priority, highlighting its potential to boost efficiency and productivity across the workforce. He pointed to the UFC using AI to inform fighter rankings, and also outlined how WWE is applying AI in its own operations.
Notably, UFC has also been using AI in promotional material, something which has been a hot topic of debate among fans.
“Nick Khan and Triple H are using AI for storylines with the WWE, What’s resonating? What superstars are resonating? In what pockets of the country are they resonating? That helps us with, obviously, our content, our editorial, our creative, our mapping, our touring, and of course, maximizing revenue and getting our product out to the fans most in need of it.” Shapiro said.
Shapiro’s comments point to WWE using AI for a market research tool, not as a writing tool. The use of AI is done to find out which superstar is over in which markets. These insights support decisions across content, editorial, creative direction, market planning, and touring, while also helping maximize revenue for the company.
On the other hand, TKO Chief Financial Officer (CFO) Andrew Schleimer also spoke at the town hall about the company’s use of AI.
He revealed that they’ve only run limited tests and pilots and remain in the early stages of adoption. Schleimer added that AI is being used mainly for data and analytics on WWE and UFC fans, as well as smaller applications to improve broadcast quality.
How is WWE using AI in storytelling?
WWE is using AI primarily for data analysis, studying audience behavior, identifying trends, and helping guide creative and business decisions such as content, storylines, and touring.
Is AI already fully implemented in WWE?
No, TKO Chief Financial Officer Andrew Schleimer revealed that they’ve only run limited tests and pilots and remain in the early stages of adoption.
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Abhijit Singh is a budding sports journalist with over three years of experience in the field, and a photographer capturing stories through his lens since 2018. With a background in philosophy and political science, he brings a thoughtful, analytical edge to his reporting where every word is guided by curiosity and intent. Whether he's capturing the emotion of a moment or unpacking the deeper narratives within the game, Abhijit’s work is rooted in insight and passion. When he’s not covering sports, he’s often exploring new ideas through reading, traveling or just procrastinating.