WWE Unveils AI-Driven Storytelling: 5 Key Insights (2025)
WWE is integrating AI into storytelling and production, marking a major shift in wrestling narratives. Discover the challenges and opportunities ahead.
WWE’s Strategic Shift Toward AI-Driven Creative Storytelling: A Deep Dive
WWE is actively moving toward integrating artificial intelligence into its creative processes, particularly for storytelling and production, marking a significant evolution in how professional wrestling narratives are crafted. The company recently hired Cyrus Kowsari as Senior Director of Creative Strategy to spearhead this transition. Introduced by WWE executive Paul “Triple H” Levesque, Kowsari’s role encompasses overseeing the integration of AI tools for creative storytelling, video, and graphics production, alongside liaising with political entities as Triple H expands his non-wrestling responsibilities.
Background and Leadership Change
Cyrus Kowsari, formerly a producer for Buzzfeed and MMA promotion ONE Championship, was brought on board in September 2025 to lead WWE’s AI-driven creative strategies. Paul Levesque has publicly framed the AI integration as “inevitable” for the future of professional wrestling’s creative side, signaling WWE’s intent to embrace cutting-edge technologies to maintain its entertainment edge. Kowsari’s appointment underscores WWE’s commitment to this vision, positioning the company at the forefront of leveraging AI in sports entertainment.
Current Use of AI in WWE’s Creative Workflow
Though AI tools have been available to WWE’s creative team for years, their usage has primarily been limited to administrative and research tasks — such as tracking the history of wrestler matchups or organizing production files — rather than actual storyline generation. According to insiders, no creative team member has used AI for more than a few minutes in a writing capacity, and the company currently does not plan to replace human writers like Michael Hayes, Paul Heyman, or Ed Koskey with AI.
AI-Generated Storylines: Early Experiments and Challenges
WWE has contracted “Writer AI,” a platform trained on WWE content to generate storylines and creative ideas. However, early outputs from this AI have been widely criticized within the company as “absurdly bad.” For instance, one AI-generated pitch reportedly suggested a bizarre storyline where Bobby Lashley returns obsessed with Japanese culture and history — a concept viewed as nonsensical and not fitting WWE’s style.
This initial failure is not unique; other wrestling promotions that tested AI for creative purposes have found it incapable of fully grasping the nuances of wrestling storylines and character development. Despite this, WWE insiders believe that once the “bugs” are worked out, AI could have a major impact on storyline direction, augmenting human creativity rather than replacing it.
The Role of AI in Production and Creative Assistance
Beyond storytelling, AI is expected to enhance production aspects, such as reducing background noise in broadcasts, organizing digital assets, and improving graphics and video elements. This dual focus suggests WWE’s AI strategy is holistic, covering both the narrative and technical components of its programming.
Fan and Industry Reactions: Opportunity and Concern
The move toward AI-assisted creative storytelling has elicited mixed reactions from fans and industry observers. Some view this as a forward-thinking evolution that could inject fresh ideas and efficiency into wrestling entertainment. Others express concern about the potential loss of human touch and creativity, fearing AI might dilute the emotional and improvisational elements that are core to wrestling’s appeal.
WWE appears to be addressing these concerns by maintaining a clear boundary: AI will serve as a creative assistant rather than a full replacement for the human creative team. This approach aims to blend the computational power of AI with experienced human judgment to enhance storytelling quality and production values.
Context and Implications for the Wrestling Industry
WWE’s integration of AI represents a pioneering step in the pro wrestling world, reflecting broader entertainment industry trends towards automation and digital augmentation. The hiring of a dedicated senior director to manage AI creative strategy signals WWE’s serious investment in this direction, potentially setting a precedent for other wrestling promotions and sports entertainment companies.
If successful, AI could streamline WWE’s creative workflow, generate innovative storylines, and optimize production efficiency, helping the company remain competitive in a rapidly evolving media landscape. However, the initial setbacks highlight the complexity of adapting AI to a deeply human-driven form of entertainment like wrestling, where fan engagement relies heavily on storytelling nuance and performer charisma.
Relevant Images to Complement This Article
To visually support this coverage, the following types of images are pertinent:
- Official WWE logos and branding to establish corporate identity.
- Photographs of Cyrus Kowsari, highlighting the new leadership spearheading AI initiatives.
- Images of Paul “Triple H” Levesque, emphasizing his role in backing AI integration.
- Screenshots or promotional visuals from WWE programming illustrating creative storytelling and production.
- Conceptual graphics depicting AI and machine learning in entertainment.
WWE’s ongoing AI initiative is a defining experiment in blending technology with the art of wrestling storytelling. While still in its nascent stages with notable challenges, it reflects WWE’s broader strategy to innovate creatively and technologically in the 2020s. The wrestling world will be watching closely as this ambitious experiment unfolds.
