Sportsbooks lean into AI for customer insights and bet building

Some sportsbook operators are using artificial intelligence on their front ends to interact with bettors, according to Casino.org. Operators taking that approach include Bet365, Flutter Entertainment’s FanDuel and Hard Rock.

Hard Rock AI insights

Eilers & Krejcik Gaming analyst Brad Allen said Hard Rock’s AI insights launched in March and was particularly well received in EKG’s recent hands-on app testing. One tester called it “truly one of the best features I have seen across all these apps,” while another praised the depth of information available without leaving the sportsbook. Hard Rock’s AI insights are essentially short AI-generated snippets on a specific game with some details on betting trends and player injuries.

Retention focus and mixed AceAI feedback

Allen said commercially the opportunity lies primarily in retention and engagement. Allen observed that keeping more of the research and discovery journey inside the sportsbook could prompt betting activity, encourage repeat visits and deepen customer relationships.

Some of the biggest sportsbooks, including DraftKings and FanDuel, are considered leaders in terms of AI implementation. Feedback on FanDuel’s conversational AceAI was more mixed, with one tester reporting that it “didn’t seem to be adding any value at this point,” Allen said. Allen said that while EKG’s small testing sample cannot establish broader customer preferences, the contrast in response to Hard Rock and FanDuel suggests execution matters.