Conflicting Reports Emerge on WWE’s Use of AI in Creative Operations – WWE’s recent efforts to expand the use of artificial intelligence within its creative division have led to differing reports about the company’s long-term intentions. The discussion began following the September hiring of Cyrus Kowsari as WWE’s new Senior Director of Creative Strategy.

According to this week’s Wrestling Observer Newsletter, Kowsari was introduced to the creative department by Chief Content Officer Paul “Triple H” Levesque, who reportedly described him as the person who would “lead WWE’s transition into AI-based storytelling and integrate AI into creative services like video and graphics.” The report implied that WWE is preparing for a broader integration of AI technology, potentially extending into storyline development and presentation.

However, Fightful Select presented a different account on Sunday. Sources within WWE told the outlet that Kowsari’s role is focused more on technical and production applications rather than creative writing. Fightful’s report stated that the creative team believes he is being brought in to develop AI tools that can assist with production efficiency—such as removing background noise in video, improving file organization, and enhancing editing speed.

The same report noted that WWE has already used AI tools for several years, but only in minor, practical ways. Members of the creative team reportedly use AI as a limited “assistant,” for example, to quickly check “when two wrestlers last had a match.” One source told Fightful that “nobody on the creative team knew of anyone who used the AI system for more than a couple of minutes.”

Importantly, Fightful emphasized that AI will not replace WWE’s creative writing staff. A top talent quoted in the report clarified the situation, saying, “Michael Hayes, Paul Heyman and Ed Koskey are not AI.”

Despite the growing role of technology behind the scenes, WWE’s creative direction remains under Paul Levesque’s leadership. Veteran producers Ed Koskey and Michael Hayes continue to play key roles in shaping the storylines and structure of RAW and SmackDown.

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Conflicting Reports Emerge on WWE’s Use of AI in Creative Operations

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