WWE is moving forward with incorporating artificial intelligence (AI) into its creative development, a shift insiders say is inevitable for the future of sports entertainment. Renowned wrestling journalist Dave Meltzer has recently updated fans on WWE’s reported steps toward AI-generated storylines, confirming ongoing experimentation and a new executive hire spearheading this transition.
AI Leadership Takes Shape Under Triple H’s Vision
In September 2025, WWE hired Cyrus Kowsari as Senior Director of Creative Strategy, a newly created role focused on integrating AI into WWE’s creative ecosystem. Kowsari comes with experience from BuzzFeed and the MMA promotion ONE Championship, making him a fitting candidate to navigate AI’s complex potential in storytelling.
Paul “Triple H” Levesque personally introduced Kowsari to the WWE creative team, emphasizing that adopting AI-based creative tools is “inevitable” for wrestling’s future narrative development. Kowsari’s responsibilities include overseeing AI-generated pitches and integrating AI in other creative aspects such as video production and graphics. Additionally, he is said to act as WWE’s liaison with the White House as Triple H expands his political involvement outside WWE[2][3][4].
According to sources close to WWE, this move reflects the company’s historic appetite for cutting-edge business innovation. From pioneering closed-circuit broadcasts in the 1980s to launching the WWE Network in 2014, WWE often embraces new technology early, indicating that AI fits with their long-term strategic outlook[1].
Early AI Storytelling Efforts: Rough Starts and “Absurdly Bad” Pitches
While WWE is enthusiastic about leveraging AI, insiders admit the first attempts have produced mixed results. WWE contracted Writer AI, an artificial intelligence platform trained on WWE content, to help generate creative pitches. However, initial storylines were far from polished.
One AI-generated pitch involved AEW star Bobby Lashley—who left WWE in 2024—returning with a gimmick centered around an obsession with Japanese culture and history. This storyline was widely regarded backstage as “absurdly bad” due to both its cultural insensitivity and lack of up-to-date roster information[2][3][6]. The pitch highlighted the challenges AI faces in grasping pro wrestling’s complex narratives, character histories, and cultural nuances.
An insider who requested anonymity told us, “The AI is learning, but right now, it struggles to understand the nuances of wrestling storytelling. It’s clear there’s a lot of fine-tuning needed before AI-generated pitches can be taken seriously.” Despite current drawbacks, the same source expressed hope that “once the bugs are worked out, AI could have a major impact on storyline directions and creative services within WWE”[3][4].
Fan and Talent Reactions: Mixed Reception to AI’s Growing Role
Among fans and wrestling talent, WWE’s embrace of AI has been met with skepticism and concern. Some view the idea of AI contributing to creative storytelling as a threat to the human emotion and spontaneity that make wrestling compelling.
Veteran wrestler and trainer Lance Storm publicly criticized WWE’s reported AI integration, noting the risks of relying on technology that may lack cultural sensitivity or understanding of wrestling’s storytelling traditions[9].
On the other hand, some backstage sources suggest that the creative team is cautiously optimistic. With Triple H at the helm guiding this transition, many believe AI will assist rather than replace human creativity, augmenting the writers’ room with new tools for content generation and production efficiency[1][5].
AI Beyond Storylines: Visuals, Graphics, and Production
WWE’s AI ambitions extend beyond writing storylines. Kowsari’s role involves supervising AI use for video effects, graphics, and promotional materials. This includes experimenting with AI-generated visuals for wrestler vignettes and marketing campaigns.
Earlier in 2025, WWE faced backlash for an AI-generated vignette featuring El Grande Americano, perceived as artificial and lacking authenticity by the fanbase. Similarly, Zoey Stark had to clarify that AI-generated rumors of her retirement were false, showing that AI-generated media demands careful handling to maintain credibility[6].
Triple H’s announcement highlighted AI as a creative collaborator in production, not a wholesale replacement: “AI can bring efficiency and new creative possibilities to our teams, but it won’t substitute the heart of pro wrestling — the fans and performers.”[1].
The Future: Wrestling’s Inevitable AI-Driven Evolution
Dave Meltzer’s latest report underscores the widespread belief within WWE that AI will eventually play a major role in shaping storylines and creative processes. While still in experimental stages, the company is committed to navigating early setbacks and exploring how AI can complement traditional wrestling storytelling.
Historically, WWE has led media innovation, adopting pay-per-view, streaming, and digital marketing long before many competitors. AI, though controversial, appears to be the next frontier for sports entertainment. According to Meltzer, other promotions have tested AI with little success, showing WWE’s willingness to take risks pursuing the technology[3][8].
A backstage source revealed, “WWE wants to be the first to get AI storytelling right in wrestling. It’s messy now, but they see the long-term payoff if done well.”
As WWE blends human creativity with AI-driven innovation, fans can expect to see experimental storylines and new visuals play a bigger role on RAW, SmackDown, and NXT in coming months. How well the technology resonates with audiences and talent remains to be seen, but one thing is clear: AI is here in WWE’s creative future.