Darren Till rips Dana White over AI promos: ‘Switched off' from UFC
Former UFC welterweight contender Darren Till accused promotion president Dana White of being disconnected from the sport and prioritising ego over fan engagement.
Till, who left the promotion in 2022 following a three-fight losing streak, told Ariel Helwani on The MMA Hour that White has stopped caring about the quality of UFC events and production. “I just think Dana’s ego is getting a little bit out of control,” Till said, per MMA Mania. “I think he’s totally switched off from the UFC. I don’t even watch the UFC no more, really. I couldn’t tell you half the people who fight on it. The events just aren’t juicy no more.”
Till Calls Out White’s Media Approach and AI Promo Reliance
The Liverpudlian fighter took particular issue with White’s dismissive responses during press conferences. According to Sherdog, Till said reporters appear afraid to challenge the UFC boss, and when they do raise legitimate questions, White often replies with variations of “Who gives a s—t?” Till fired back: “We give a s—t! I give a s—t, so give us a f—king answer, baldy.”
Till also criticised the promotion’s shift toward AI-generated fight promos instead of the high-production video packages that once defined UFC marketing. He referenced classic promotional videos for Ronda Rousey versus Holly Holm and Jon Jones versus Daniel Cormier, asking where that level of storytelling had gone. “When I’m running on the treadmill and I need a bit of motivation, I watch that s—t,” he said. White previously told critics of the AI promos to “shut the f—k up and watch the fights.”
Till has since signed with Bare Knuckle Fighting Championship and is scheduled to face Aaron Chalmers at BKFC 90 on May 30 in Birmingham, England.
Original reporting:
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