World Wrestling Entertainment (WWE) has reported record profits under its parent company, TKO Group Holdings. But this hasn’t stopped public criticism. The organization has faced backlash from fans who believe the creative direction has grown stagnant. The message has finally reached Stamford’s boardrooms. According to BodySlam+, WWE is undergoing a creative restructuring. Several internal meetings have taken place in recent days to revamp its storytelling and regain fan trust.
WWE’s Creative Team Shake-Up
Brian G. James, better known as the Road Dogg will remain the head of SmackDown’s creative team. But new members have been added to the creative team to improve the show’s quality. The reshuffle aims to make WWE programs “more enjoyable” by injecting fresh ideas that appeal to both devoted fans and new audiences. Thanks to major deals with Netflix and Saudi Arabia, the financial performance of WWE remains strong. WWE recognizes the need for creative changes. Officials reportedly plan to develop more enticing storylines by the end of 2026. The focus will shift from quick shock campaigns to complete storylines, ensuring character consistency and public engagement. This approach promises to keep fans engaged. It will make it easier for them to read the latest odds on match since they are already familiar with the narrative.
RAW’s Netflix Experiment and Scheduling Adjustments
WWE has always been a roller-coaster, with highs and lows on and off the screen. It has been broadcast on Netflix for almost one year. Now, the new partners are considering a change after a recent experiment. Since debuting on Netflix, RAW has faced stiff competition from the NFL’s Monday Night Football. This is why WWE and Netflix experimented with earlier start times (7 PM ET) for three September broadcasts to see if ratings improved.
WWE will most likely continue testing the earlier broadcast time for select episodes in December and January. The adjustment would help the show avoid direct clashes with NFL games. Fans from different time zones could tune in earlier. Given Netflix’s flexibility compared to traditional television networks, WWE has more freedom to experiment with scheduling to increase viewership.
Creative Challenges and the AI Controversy
Fans are criticizing WWE for predictable storylines, excessive use of celebrities, and inconsistent characters. Triple H’s creative control felt right. But the situation has recently changed. For example, the audience was in love with the Bloodline saga, widely considered to be the best storyline in modern wrestling. Even this storyline is now accused of boring repetitions. Fans are asking for new stars and more authentic storytelling that resonates emotionally. Pure accents on nostalgia or spectacle don’t work anymore.
WWE has taken one step forward by exploring AI-assisted storytelling. According to the Wrestling Observer Newsletter, WWE recently hired Cyrus Kowsari as Senior Director of Creative Strategy to integrate AI-driven tools into the creative process.
WWE is aware of the changing entertainment trends. With the rise of AI, they decided to use modern technology to achieve better creativity. The organization partnered with Writer AI, a platform that generates storyline drafts, promos, and match concepts. However, early results have been met with skepticism. Insiders described some AI-produced storylines as “absurdly bad.” In one case, Bobby Lashley returns as “a wrestler obsessed with Japanese culture and bushido honor.” Critics have described it as comical and even absurd. Some fans still appreciate WWE’s willingness to experiment with controversial ideas. But the organization should learn how to reach a proper balance between technology and human intuition.
The use of AI tools in creative discussions has started an active debate among fans and specialists. Some see it as a natural evolution in sports entertainment, while others worry about the decreasing role of real emotions. Pro wrestling relies on human psychology and improvisation. And this is something AI still struggles with. Industry insiders argue that AI should be used as a supporting tool, not a replacement for human creativity. AI could analyze fan reactions, predict storyline trends, and suggest creative ideas. However, complete dependence on it could result in huge volumes of unrealistic content that doesn’t sit right with the audience.
WWE’s Global Vision
Creative changes lie in WWE’s global ambitions. The organization’s international strategy has been clearly described in the 2026 Royal Rumble in Saudi Arabia and Europe. WWE’s creative team must craft stories that are compelling not just for American audiences but also for fans in the UK, Germany, India, and Latin America. The organization’s partnership with Netflix allows unprecedented global reach, making creative consistency even more important.
WWE can no longer rely solely on Western culture and English-speaking audiences. The wrestling events must be translated into foreign languages while maintaining the emotional weight and excitement of live wrestling events. The upcoming months will show whether adjustments can promise better content. Proper execution of these changes could mark the beginning of a new creative stage for WWE!
