With Jon Jones P4P crown snub, Dana White and UFC rush into landmark AI deal with IBM

UFC CEO Dana White's call to fix rankings in favor of P4P king Jon Jones and move human media members finds an answer in IBM and UFC's Insights Engine.

With Jon Jones P4P crown snub, Dana White and UFC rush into landmark AI deal with IBM

Dana White and UFC name IBM as first official AI partner to help fix Jon Jones' crown (Source: IMAGO/X)

In PFL they chose to call it the “SmartCage.” It uses biometric sensors and proprietary technology that measures real-time fighter performance data and analysis, which the PFL has christened “Cagenomics“. But in the UFC — Promotional CEO Dana White goes haywire when Pound-for-pound best Jon Jones loses a spot due to less ballot appearances. Fret not though; IBM might come to the rescue.

The UFC and Dana White recently forged the first-ever artificial intelligence (AI) brand-partnership, signing a landmark deal with IBM and its “watsonx” data platform. It will create the promotion’s “insight engine” for real-time on-screen data during live events. The bossman very recently even roped in tech giant Mark Zuckerberg for the venture at hand. Now there are positive tidings in that direction with IBM.

This partnership with IBM is one of the most significant milestones for UFC and a game changer for how fans will experience our sport, …IBM is an iconic blue-chip, global brand with decades of experience in sports marketing. Together, we’re pioneering a product to revolutionize analytics and information in live sports. This partnership marks a pivotal win

Grant Norris-Jones, Head of Global Partnerships at TKO in a press release

‘Absolute best to do it’ and the most eligible Pound-for-pound Jon Jones recently made a splash at the UFC 309 pay-per-view (PPV) top bill. However, Jonny “Bones” only made No. 2 on the UFC listings now that his reign is not incumbent. All gags aside, it’s not just him. Promo cutter Renato Moicano battered lightweight standout Benoit Saint-Denis at UFC Paris (UFC Fight Night 243), but found hismelf at the deep end not rising in ranks.

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Moicano knew it would happen with a meager differential, but hoped his violent second-round doctor stoppage TKO would change it. The broken “swap system,” saw Dan Hooker beating Mateusz Gamrot and jumping from No. 11 – 5. But weekly update of UFC rankings saw Moicano with less traction. He is not the only such case. When it’s with Jones, White specifically goes robust and war-monger-like. IBM and UFC’s “Insights Engine” will debut in early 2025; till then it’s war.

Dana White too biased to run UFC rankings, wants it in automated hands (so to speak)

Skynet is nigh – and it better be in support of UFC heavyweight champ Jon Jones and is rightful pound-for-pound place. Otherwise it faces a 12-minute media wrath of top honcho Dana White. Even before Jones making just the second spot after UFC 309, White has been scouring for a better solution.

Dana White wants AI to do the talking
Dana White wants AI to do the talking (Source: es.agfight.com/X)

The rankings panel is comprised of media members like KHON Honolulu, MMA Oddsbreaker, CFMU 93.3, Bursprak.se, FightNews, Fight Network, MMA Soldier, MMA NYTT, Blood & Sweat, Inside Fighting Radio, etc. Very recent blood-soaked Pay-per-view (PPV) events ran the risk of low rankings and spot snub. White blamed it on the very human mixed martial arts (MMA) media and was eyeing AI instead.

But the UFC CEO made it clear that any new rankings system won’t be run by him or any UFC exec. He wanted the “human” part of it gone out of the equation.

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I can’t handle incompetence. I can’t take it anymore. It’s driving me crazy…It’s not that I’m upset — It’s at the point where, ‘Hey, Dana, shut the fu*k up and fix it. Stop bitching about it and fix it.’ That’s it. So we’re gonna figure this thing out and the media will not control the rankings anymore.

Dana White during Contender Series 76 post-fight conference interviews

Oddly, the breaking point was Khalil Rountree, not “Bones”. He stayed in pocket and gave a striking clinic, the best yet, against Alex Pereira. But he stayed on as No. 8 seed to the light heavyweight gold before and after it. White lost it, saying it drove him beyond bounds.

UFC®, part of TKO Group Holdings (NYSE: TKO) has already enlisted UFC’s Official Global AI Partner for its live play-by-play and digital offerings including UFC FIGHT PASS®. Here’s hoping the correlation with IBM helps stuff out.

Related: Team Khabib trashes MMA media for Renato Moicano’s ranking debacle despite impressive UFC Paris victory