Artificial intelligence and digital transformation are all the rage now, and Hollywood power broker Ari Emanuel is making a contrarian bet: live events are the future of entertainment.
Speaking on the All-In podcast, the Endeavor founder announced the launch of a massive $2 billion live events company set to debut in October, featuring approximately 900 shows.
Emanuel’s strategic pivot comes at an important moment in the entertainment industry. While tech leaders race to develop AI capabilities and automate various sectors, he’s doubling down on human connection. “I’ve made a decision that live content is where I’m going to sit,” Emanuel explained. “I’m really good at that. I’m really good at monetizing that.”
The new venture represents a significant evolution in Emanuel’s business empire. Hesuccessfully transformed Endeavor into a multi-billion dollar powerhouse through strategic acquisitions—including the UFC and WWE merger that created TKO. With that, Emanuel identified a gap in the market between pure-play sports and Live Nation’s music-focused model.
His company previously had 700 events within Endeavor, and the new entity will consolidate and expand this portfolio to 900 shows.
Emanuel’s thesis is rooted in changing work patterns and human psychology. He pointed to data showing American drive times now concentrate between 11 AM and 4 PM, with Thursday hotel bookings surging as workers embrace extended weekends. “We’re at 4-day work weeks now. I think it’s going to three-day work weeks,” he noted, predicting that automation and AI will create more leisure time. “There’s going to be a lot of free time. We definitely all need connections.”
This focus on live experiences stands in deliberate opposition to AI-driven content. “If you have AI over there, the opposite bet on AI is not data centers. It’s live,” Emanuel stated bluntly. “Humans want connection.”
The timing appears strategic. While Emanuel acknowledges AI’s importance and has programs exploring its applications within TKO and William Morris Endeavor, he’s chosen to focus his personal energy where he sees sustainable competitive advantage. His confidence stems from TKO’s remarkable performance—the stock doubled from $100 to $200 in two years following the UFC-WWE merger.
Emanuel’s vision extends beyond traditional sports entertainment. During his podcast appearance, he even discussed exploring a UFC fight featuring Elon Musk’s humanoid robots.
The $2 billion raise for this live events platform signals strong investor confidence in Emanuel’s counter-cyclical strategy. As the entertainment industry grapples with streaming saturation, compressed margins, and AI disruption, Emanuel is betting that nothing can replace the electricity of live human experiences.