The WWE has never shied away from big swings in creative direction.
Still, its latest move may be its boldest yet: the company is reportedly preparing to use artificial intelligence in its creative process, potentially including wrestling storylines.
This isn’t the first time the WWE has experimented with AI behind the scenes. According to Futurism, the company previously tested two separate systems designed to generate plots for its weekly programming. The first attempt fizzled quickly—it “couldn’t understand wrestling storylines,” the report says, and was ultimately abandoned.
The second effort involved a collaboration with a platform called Writer AI. That system was fed actual scripts written by WWE’s creative team in hopes that it could learn the unique language of professional wrestling. While the results showed some promise, they also revealed how tricky it can be to program kayfabe. At one point, the AI reportedly suggested a comeback storyline for Bobby Lashley that leaned into a persona obsessed with Japanese culture and history. The only problem? Lashley wasn’t even with the company at the time.
Despite those setbacks, the WWE is pressing ahead. Paul “Triple H” Levesque, the company’s chief content officer, has tapped Cyrus Kowsari as senior director of creative strategy.
In a September meeting with writers and producers, Levesque introduced Kowsari as the person who would lead WWE’s “transition into AI-based storytelling” while also helping integrate AI into creative services like video and graphics.
Levesque reportedly described the change as “inevitable,” signaling that the company sees AI as a long-term fixture in its storytelling arsenal. For now, the AI won’t be replacing the human writers who craft the larger arcs of WWE programming, but its role in pitching ideas and shaping future storylines is expected to grow once the bugs are worked out.
While it may not be ready to book the next Hell in a Cell classic just yet, AI could soon have a significant hand in deciding what fans see in the ring.