UFC and IBM launch In-Fight Insights, an AI-powered platform delivering real-time fight milestones and records at UFC 322, enhancing broadcasts and fan engagement worldwide.
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| In-Fight Insights, the latest AI innovation from UFC and IBM, delivers real-time fight analysis during UFC 322, bringing fans closer to the action with instant milestones and records. Image: CH |
Tech Desk – November 15, 2025:
The UFC is entering a new era of sports analytics with the launch of In-Fight Insights, a real-time AI alert platform developed with IBM Watsonx. The system is set to debut at UFC 322: Della Maddalena vs. Makhachev at Madison Square Garden, delivering live notifications when significant fight milestones, streaks, and record-breaking moments occur. This launch marks the most advanced evolution of the UFC Insights Engine, providing fans with insights previously available only before or after fights.
In-Fight Insights processes over 13.2 million historical fight data points from more than 2,400 athletes across over 20 years of UFC history. The AI platform identifies key moments as they happen, enabling broadcasters to provide immediate context and enhancing the viewing experience for fans. Alon Cohen, Executive Vice President of Innovation for TKO, explained that the system combines depth and speed in a way few AI tools can, calling the collaboration with IBM a “true game-changer.”
By integrating these live insights into broadcasts, UFC and IBM are creating a more immersive experience. Commentators can instantly highlight streaks or milestones, while viewers gain a deeper understanding of the action in the octagon. Jonathan Adashek, Senior Vice President of Marketing & Communications at IBM, emphasized that In-Fight Insights demonstrates how AI is changing the live sports viewing experience and unlocking the storytelling potential within every fight.
Since establishing their partnership in November 2024, UFC and IBM have built the foundation of the Insights Engine, aggregating and analyzing historic and current fight data to create personalized, data-driven fan experiences. The addition of In-Fight Insights expands the platform across live broadcasts, pre-event programming, social media, and in-venue activations, storing data for archival and analytical purposes.
The launch of In-Fight Insights reflects the UFC’s commitment to innovation and its ambition to bring fans closer to MMA action than ever before. By delivering real-time, data-driven insights, the UFC and IBM are redefining how fights are watched and understood, turning AI into an active participant in storytelling during live events. As the technology scales, fans worldwide may experience fights in a way that is both more informative and more thrilling, making every moment inside the octagon richer and more meaningful.