WWE is embarking on a bold new direction by integrating artificial intelligence (AI) into its creative storytelling process, despite early reports describing the AI-generated pitches as “absurdly bad.” This transition marks a significant shift in how WWE develops its storylines, videos, and graphics, led by newly hired Senior Director of Creative Strategy, Cyrus Kowsari.
WWE’s AI Initiative and New Leadership
In September 2025, WWE brought on Cyrus Kowsari, a former BuzzFeed producer and ONE Championship creative expert, to lead the company’s transition toward AI-driven storytelling. Kowsari’s hiring signals WWE’s intent to evolve its creative operations by harnessing cutting-edge technology. According to sources, WWE chief creative officer Paul “Triple H” Levesque personally introduced Kowsari to creative staff, framing this move as an inevitable step for WWE to stay ahead in the storytelling landscape.
Levesque reportedly emphasized that AI integration would extend beyond scripting to visual elements such as video production and graphics, pushing WWE into an era where machine learning influences multiple facets of its content creation. Kowsari’s role also includes acting as a liaison to the White House, aligning with Triple H’s increasing involvement in political and government-led sports initiatives, a development that, while surprising, reflects WWE’s expanding influence beyond wrestling.
Early AI Storyline Pitches Draw Backlash
Despite ambitions, the practical application of AI has encountered significant challenges. An internal WWE source revealed that the AI, operating via a partnership with Writer AI a large language model platform delivered storyline concepts that missed the mark. One notable example was the AI’s pitch for Bobby Lashley, who is no longer with WWE, as a character obsessed with Japanese culture and wrestling history. This concept not only felt out of touch but was quickly compared to a past gimmick by wrestler Tensai, who reportedly considered legal action for infringement.
These early missteps highlight the difficulty of teaching AI the nuanced art of pro wrestling storytelling a blend of athleticism, character development, and audience psychology. Industry insiders have described the AI’s suggestions as “absurdly bad,” raising questions about whether AI can grasp the subtleties required for compelling wrestling narratives anytime soon.
Backstage Reactions and Job Security Concerns
WWE’s AI adoption has sparked mixed reactions among talent and staff, especially within the TKO Group—the umbrella corporation that manages WWE. Sources close to WWE express apprehension regarding the potential for job losses due to the increasing reliance on AI-driven creative. This anxiety is further exacerbated by WWE’s new severance policies and the perception that TKO’s management lacks intimate understanding or loyalty to the pro wrestling business.
One WWE insider shared, “There’s real fear that these AI initiatives are a precursor to massive creative layoffs. The higher-ups don’t seem to appreciate wrestling’s history or storytelling craft, and the AI is being pushed down without proper vetting.” This tension underscores how technology-driven transformations, while exciting, can disrupt creative cultures deeply rooted in human intuition and tradition[1].
Triple H’s Vision and the Road Ahead
Despite early criticism, Triple H appears committed to positioning WWE as an innovator at the intersection of sports and technology. His involvement in political roles and partnerships with government programs places WWE in a unique position to experiment with AI storytelling under the guidance of Kowsari.
A company source noted, “Triple H believes AI is the future of creative content, and though the software is rough now, he’s confident it will improve and become a major influence on WWE’s stories next year.” The goal is for AI to eventually offer fresh ideas that can support human writers, helping to streamline the creative process without replacing the artistry of pro wrestling booking.
Industry Context: AI in Wrestling Creative
WWE is not alone in exploring AI’s potential. Other promotions have tested AI-generated creative with similarly underwhelming results, reflecting the broader challenges in applying AI to entertainment fields that demand storytelling nuance. Experts caution that while AI can analyze data and generate text, it lacks the emotional intelligence and historical knowledge necessary to produce engaging wrestling angles.
Still, WWE’s partnership with Writer AI shows a willingness to be an early adopter of technology that could revolutionize wrestling entertainment, even if it must first overcome awkward teething pains.
Conclusion
WWE’s move toward AI-based creative marks an ambitious attempt to modernize and innovate its creative processes under the leadership of Cyrus Kowsari and Triple H. While early AI-generated storyline pitches have been widely panned inside the company, the organization remains committed to refining this technology for future storytelling. At the same time, backstage unease over job security and the quality of AI content signals that this transition will require careful balancing between human creativity and artificial intelligence.
As one WWE insider summarized, “The potential is huge, but right now, AI is still learning to speak wrestling’s language.” Whether AI will become WWE’s next best booker or another technological misstep remains to be seen, but the company’s experiment could reshape how professional wrestling stories are told in the years ahead.