WWE’s creative process is being shaped, at least in part, by artificial intelligence. TKO President and COO Mark Shapiro told staff during a Monday town hall that Nick Khan and Paul “Triple H” Levesque are leaning on AI tools to help guide storyline decisions, according to audio of the internal call obtained by Post Wrestling.
Shapiro framed AI adoption as a “major priority” for the company, pointing to its potential to make employees more efficient and citing UFC’s existing use of AI for fighter rankings as an internal proof point.
Shapiro’s Comments on WWE Creative
“Nick Khan and Triple H are using AI for storylines with the WWE,” Shapiro said. “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.”
The framing positions AI not as a script-writing tool but as a market-research engine feeding creative decisions. Which talent is over in which markets, what storylines are landing with the audience, and where to route the touring schedule are all questions Shapiro indicated AI is now helping answer.
It also follows weeks of public messaging from Shapiro about TKO’s grip on WWE. Earlier this month, Shapiro told a University of Alabama class that TKO has “complete control” over WWE creative, on the record acknowledgment of a chain of command fans had spent weeks debating after WrestleMania 42.
TKO CFO Says It’s Still Early
TKO Chief Financial Officer Andrew Schleimer also addressed AI during the same town hall, offering a more measured view. Schleimer said the company has only run “tests and pilots” so far and remains in the early stages of implementation, with current uses focused on data and analytics for WWE and UFC consumers, plus minor broadcast enhancements.
The disclosure lands at a moment when Triple H’s grip on creative has just been formally locked in. PWInsider reported earlier this week that Paul Levesque signed a new multi-year deal to remain WWE Chief Content Officer, with TKO publicly endorsing his work in the role despite ongoing fan criticism over recent creative decisions.
Context for the AI Push
The AI commentary was one of several headlines from the town hall. Khan also told staff that WWE is “monitoring” the security situation in the Middle East ahead of Night of Champions on June 27 in Riyadh, Saudi Arabia, and acknowledged that running back-to-back WrestleManias in Las Vegas was “ultimately my decision,” conceding the company may not repeat that choice.
WWE communications staff did not immediately respond to Post Wrestling’s request for comment.
