On November 14, 2025, International Business Machines Corporation (IBM) and the Ultimate Fighting Championship (UFC) announced a significant advancement in sports technology with the launch of *In-Fight Insights*, an AI-driven platform designed to enhance the live viewing experience of UFC events. This innovative system will make its debut during the highly anticipated UFC® 322 event featuring Della Maddalena vs. Makhachev at Madison Square Garden on November 15.

2. The Power of Data

As the UFC's Official AI Partner, IBM’s *In-Fight Insights* taps into an extensive repository of over 13.2 million data points accumulated over more than 20 years of UFC history. This vast dataset encompasses information on more than 2,400 current and former UFC athletes, providing a rich foundation for real-time analysis during fights. The integration of such comprehensive data allows for immediate updates on noteworthy milestones, streaks, and records, catering to both dedicated fans and casual viewers alike.

3. Enhancing the Viewing Experience

The *In-Fight Insights* capability represents a pivotal evolution of the UFC Insights Engine, which was developed using IBM’s watsonx technology. This new feature marks the first live in-fight integration since the inception of the IBM-UFC partnership in 2024. Unlike previous applications that focused on pre- and post-fight analytics, *In-Fight Insights* delivers real-time data during fights, identifying key moments as they unfold.

Alon Cohen, Executive Vice President of Innovation for TKO, emphasized the capability of the Insights Engine, stating, "Anyone who uses AI tools knows they are normally able to go deep or fast, but not both. In collaborating with IBM for these new in-fight stats, we have optimized the Insights Engine to accomplish both, a true game-changer."

4. New Levels of Engagement

With the integration of *In-Fight Insights* into the broadcast feed, commentators and production teams will have immediate access to contextual information, enhancing their ability to engage with viewers. This real-time intelligence aims to elevate the overall experience for fans, providing them with a deeper understanding of the action occurring inside the octagon.

Jonathan Adashek, Senior Vice President of Marketing & Communications at IBM, highlighted the broader implications of this technology, stating, "The launch of *In-Fight Insights* is the latest example of how AI is really changing the game for the live sports viewing experience for fans around the world."

5. A Commitment to Innovation

Since their partnership began in November 2024, UFC and IBM have worked diligently to establish the UFC Insights Engine, which aggregates and analyzes fight data to create personalized and data-driven fan experiences. The introduction of *In-Fight Insights* is part of a broader initiative to expand the Insights Engine across all UFC platforms, including live broadcasts, pre-event programming, social media, and in-venue experiences.

As mixed martial arts continues to gain popularity globally, this collaboration underscores the commitment of both organizations to leverage AI and data analytics, bringing fans closer to the sport and its athletes like never before.

6. About UFC and IBM

UFC is recognized as the world's premier mixed martial arts organization, boasting over 700 million fans and a vast social media presence. With more than 40 live events annually in prestigious venues worldwide, UFC is part of TKO Group Holdings (NYSE: TKO) and is headquartered in Las Vegas, Nevada.

IBM, a leader in hybrid cloud and AI solutions, serves clients in over 175 countries, empowering them to capitalize on data insights, streamline operations, and maintain a competitive edge. Through its innovative technologies, IBM continues to drive digital transformations across various sectors.

As both organizations strive to enhance the sports viewing experience, the launch of *In-Fight Insights* marks a significant milestone in the intersection of technology and sports entertainment.

Original press release