As previously reported, WWE has appointed Cyrus Kowsari as the new Senior Director of Creative Strategy to lead the company’s efforts in incorporating AI-based tools into its creative process and storytelling approach.

According to Fightful Select, AI is not being used to replace WWE’s creative team. Instead, AI tools have been available to the team for years, primarily serving as assistants for research purposes. For example, one use case cited involved using AI to quickly find when two wrestlers last faced each other. A source explained that the technology helps streamline workflows rather than “write the show,” and most creative team members reportedly use it for only a few minutes at a time.

Regarding Kowsari’s role, sources within the creative department believe he has been brought in to explore ways AI can assist with production tasks — such as removing background noise from video footage and organizing files more efficiently — rather than contributing to storytelling. One production team member expressed enthusiasm about the move, noting that it could help alleviate their “insane, nonstop” workload.

The report further emphasized that WWE’s creative team continues to handle all writing and production directly with talent. One top star even dismissed speculation that AI-generated storylines are coming soon, stating, “Michael Hayes, Paul Heyman, and Ed Koskey are not AI.”