A new criticism of the UFC’s promotional approach came from Renato Moicano, the former lightweight title challenger, who said the company’s use of AI-generated content has missed the mark with fans. Speaking recently about the promotion’s digital output, Moicano argued that replacing fighter-shot material with artificial content feels cheap and out of touch at a time when the UFC is bigger than ever in the U.S. sports landscape.
Moicano said he was unimpressed by what he saw and did not hide his frustration. In his view, if the UFC cannot get stars like Alex Pereira or Ilia Topuria on a plane to Washington, D.C., and film them near the White House for a proper promo, that reflects a lack of effort rather than innovation.
He also drew a hard line on how AI should be used in MMA media. Moicano made clear that while the technology may have practical value in some areas, he does not believe it belongs in the creative process when the goal is to connect with fans. His argument is a simple one: audiences can tell when the work looks rushed, and that hurts the product more than it helps.
The timing of the criticism is notable. UFC has spent the last few years pushing harder into mainstream visibility, with major event-week presentation becoming part of the brand’s appeal for American fans. That is exactly why this kind of shortcut is likely to get attention. In a sport built on personality, authenticity sells better than polish, and fans usually want to see the actual fighters, not a synthetic version of them.
Moicano’s comments, first made in an interview with Ariel Helwani, tap into a broader debate across sports media about how far promotions should go with AI-driven content. For UFC, the reaction may be a reminder that flashy presentation only works when it still feels real. The next test will be whether the company keeps experimenting with AI-heavy promos or shifts back toward the fighter-centered storytelling that built its audience.