TKO Chief Financial Officer Andrew Schleimer spoke at the town hall about the company’s use of AI. He noted that they’ve only run tests and pilots and are still in the early stages. He cited the use of AI for data and analytics on WWE and UFC consumers, as well as minor uses to enhance broadcasts.

TKO President and COO Mark Shapiro called the company’s embrace of AI a “major priority,” emphasizing how AI could help employees become more efficient and productive. He noted how the UFC uses AI for fighter rankings and explained WWE’s use of AI.

“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.”