Key Highlights
- UFC and IBM have introduced “In-Fight Insights,” an AI-driven live alert platform for UFC 322.
- The technology taps into over 13.2 million data points from more than 20 years of fights.
- “In-Fight Insights” will debut at UFC 322, featuring a welterweight main event between Jack Della Maddalena and Islam Makhachev.
- The new technology is part of the UFC Insights Engine built with IBM Watsonx, enhancing real-time fan experience.
UFC and IBM Partner for AI-Driven In-Fight Insights
The Ultimate Fighting Championship (UFC) and International Business Machines Corporation (IBM) have teamed up to introduce a groundbreaking technology that will revolutionize the live viewing experience for fans attending UFC 322 at Madison Square Garden in New York City on November 18, 2025.
New AI-Powered Tool Enhances Fan Experience
UFC and IBM have unveiled “In-Fight Insights,” an advanced AI-driven live alert platform designed to provide real-time updates during UFC fights. According to Alon Cohen, executive vice president of innovation for UFC’s TKO division, this technology is a significant step forward in fan engagement.
Data-Driven Insights: The Power Behind In-Fight Insights
Developed using IBM Watsonx, “In-Fight Insights” leverages over 13.2 million data points from more than two decades of UFC fights and information on over 2,400 current and former athletes. This extensive dataset allows the technology to deliver nuanced, real-time insights that enhance the viewing experience for both hardcore and casual fans.
Debuting at a High-Stakes Event
The new AI tool is set to make its debut during UFC 322, which will feature multiple title fights. The main event will be a highly anticipated welterweight clash between champion Jack Della Maddalena and undefeated contender Islam Makhachev. This partnership marks the latest phase in an ongoing collaboration that began in November 2024.
Enhancing Broadcast Feeds with AI
In addition to improving the fan experience, “In-Fight Insights” will also provide broadcasters with immediate contextual understanding during fights. This integration into the broadcast feed ensures that UFC and IBM can deliver real-time intelligence directly to production teams, actors, and fans.
Expert Analysis: A Game-Changer for Live Sports Viewing
Jonathan Adashek, senior vice president of marketing and communications for IBM, emphasized the transformative potential of AI in live sports viewing. “The launch of In-Fight Insights is a testament to our commitment to using AI to enhance the storytelling potential of live events,” he stated.
The collaboration between UFC and IBM is part of a broader effort to scale the UFC Insights Engine across all platforms, including social media channels, in-venue activations, and pre-event programming. As the sport continues to grow globally, this partnership brings fans closer to the action through advanced AI technologies.
UFC 322 promises to be an exciting event not only for combat sports enthusiasts but also as a showcase of how AI can transform live entertainment experiences.
