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Artificial intelligence now sits deep inside modern sports betting operations. What started as a behind-the-scenes experiment has turned into a core engine that prices markets, adjusts odds, and executes wagers at scale. New data from a major sportsbook supplier shows just how fast that shift has taken hold.
Good to Know
AI driven betting no longer operates at the margins. For many sportsbooks, automation now shapes how odds move, how risk gets balanced, and how quickly markets react to action from bettors.
Kambi released its 2025 Sports Betting Trends report, offering a detailed look at how automation affects wagering activity. One figure stands out. AI systems traded 48 percent of all bets on the Kambi network during 2025, representing a sharp rise from 2024 when automated trading covered only 20 percent of wagers.
The growth looks even steeper over a longer view. Kambi introduced AI trading during the 2022 World Cup, when automation accounted for roughly 4 percent of bets. In just three years, AI driven wagering moved close to the halfway mark across the platform.
According to the report, the AI trading technology of Kambi prices and trades odds without human involvement. The system adjusts markets in real time based on betting activity, game events, and risk exposure, allowing sportsbooks to respond faster than traditional trading teams.
Kambi supplies sportsbook infrastructure to more than 50 operators worldwide. Partners include Bally Bet, BetMGM, Desert Diamond Sports, TwinSpires, LiveScore, and Kindred Group. For these sportsbooks, AI tools now handle a substantial share of odds creation and market management.
Two of the largest US sportsbooks, DraftKings and FanDuel, operate outside the Kambi ecosystem. Both companies rely on internal algorithms to price markets and manage risk. Neither operator publicly reports how many wagers run through automated systems, leaving a large portion of the US market opaque when it comes to AI usage.
Even without published figures, industry observers widely agree that algorithmic pricing plays a central role across nearly all major sportsbooks.
Automation in betting now reaches far beyond market pricing. Many sportsbooks use AI driven models for marketing, player engagement, and customer retention. Personalized push notifications, tailored promotions, and individualized betting recommendations often rely on behavioral data processed by machine learning systems.
As AI tools gain more control over both wagering mechanics and user experience, debate around oversight continues to intensify. Public health advocates argue that automation amplifies risk by removing friction and increasing betting speed.
Dr. Harry Levant, Director of Gambling Policy at the Public Health Advocacy Institute, raised concerns about how automated trading reshapes the definition of sports betting.
“The public is upset, as this is not sports betting,” Levant explained in an interview with GamblingHarm.org. “This is AI tech delivering an addictive product,” Levant said. “The public never asked for a highly addictive and inherently dangerous product.”
Lawmakers in several states have already discussed proposals aimed at addressing AI driven betting systems, though no comprehensive framework has emerged.
AI traded 48 percent of all wagers on the Kambi sportsbook network during 2025.
Kambi introduced AI trading during the 2022 World Cup, when automation handled about 4 percent of bets.
No. Some operators rely on third party systems like Kambi, while others use internal algorithms.
No. Both operators use their own pricing systems and do not disclose AI trading percentages.
Regulatory discussion continues at the state level, but no unified approach currently exists.