WWE Hires Former BuzzFeed Producer to Lead AI Storytelling in Major Creative Shift

WWE is making a serious move into artificial intelligence, and they’ve hired a major name to lead the charge.

According to Dave Meltzer in the Wrestling Observer Newsletter, WWE recently brought on Cyrus Kowsari as the company’s new Senior Director of Creative Strategy — and his job is to help guide WWE’s push into AI-driven content creation.

Kowsari’s résumé includes time at BuzzFeed from 2016 to 2022 and a stint at MMA promotion ONE Championship until just last month. Now, he’s part of WWE’s evolving creative division, and his role already has people talking behind the scenes.

Paul “Triple H” Levesque reportedly introduced Kowsari to WWE’s creative team, explaining that he would be helping lead the company’s move toward AI-based storytelling. This includes everything from videos to graphics, and Levesque reportedly told the team that this shift is inevitable as WWE embraces modern technology in its storytelling process.

Kowsari’s responsibilities reportedly extend beyond creative work — he’ll also serve as a link between WWE and the White House, with Triple H reportedly becoming more active in political conversations.

WWE has already partnered with a company called Writer AI, which is training its systems using WWE content. However, the early results haven’t impressed many internally. One story idea the AI reportedly generated involved Bobby Lashley, who it mistakenly assumed was still with WWE, returning as a character obsessed with Japanese culture. That storyline — and others like it — have been described by insiders as “absurdly bad.”

Despite the bumpy start, there’s still hope that the system will improve. Another unnamed wrestling company previously tested AI for story ideas but dropped it due to the technology’s lack of understanding around wrestling psychology, pacing, and emotional storytelling.

Whether this move becomes a game-changer or a short-lived experiment, it’s clear WWE is looking to stay ahead of the curve. If AI can eventually be trained well enough to support compelling narratives, it could reshape how wrestling stories are created — or fail trying.