Mixed martial arts and artificial intelligence are officially coming together. But, why?

‍What’s happening:‍

• IBM (NYSE: IBM) and the UFC have entered into a new partnership focused on leveraging IBM’s artificial intelligence models for the UFC’s live events and pay per view streaming
  

The big idea:‍

• IBM and the UFC will collaborate to develop a new artificial intelligence platform known as UFC Insights Engine, which is aiming to provide accurate predictions of matches as well as deeper analysis of fights
  
• The UFC will also leverage their digital content catalogue alongside of IBM’s large language models and artificial intelligence technology infrastructure to produce new types of media and content for fans
  

Why it matters:‍

• This is the first time the UFC has ever ventured into a partnership for artificial intelligence and could potentially disrupt the paradigm of how technology intersects with live sporting events
  

Going deeper:‍

• The UFC has been growing at an unrelenting pace since being acquired by TKO Group Holdings (NYSE: TKO) and has continued to shatter records for revenue across live events, sponsorships and media rights
  

The intrigue:‍

• UFC champions have also been venturing into public markets lately, with Conor McGregor previously forming a new equity partnership with Alta Global Group (NYSE: MMA) to expand his efforts as a brand ambassador

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