The sports betting technology firm Kambi said that AI is increasingly involved with setting odds and managing risk.
According to the company’s Sports Betting Trends Report, 48% of bets were “traded by AI on the Kambi network” in 2025, up from 28% in 2024.
The firm’s AI trading technology, which it sells to its online sportsbook partners, involves setting and adjusting odds in real time and determining how much customers can wager on specific bets, including parlays. You can think of it as the backend technology that ensures the house wins in the long run.
“Since 2022, the share of AI-traded bets across the Kambi network has jumped from 4% to 48%, enabling greater odds precision, combinability, and margins,” the company said in a LinkedIn post on Jan. 15, 2026.
Kambi’s “AI-driven algorithmic trading,” which launched ahead of the 2022 World Cup, enabled the company to create sports betting odds “without human intervention,” according to a press release.
Zooming Out
The company provides odds pricing and risk management to online sportsbooks and apps in the U.S., Europe, and Latin America. Its partners include BetMGM, Bally’s Corporation, Corredor Empresarial, Kindred Group, LeoVegas, LiveScore, Rush Street Interactive, and Svenska Spel.
Kambi does not power odds for DraftKings Sportsbook or FanDuel Sportsbook, the two leaders in the U.S. sports betting sector by market share.
DraftKings and FanDuel also use algorithmic models to price odds and manage risk. Neither operator publicly reports what share of bets they “trade by AI.”
Though Kambi’s report doesn’t provide information about DraftKings and FanDuel, it does represent a valuable supplier-side snapshot of the industry.
Why Kambi’s AI Bets Data Matters
Advocates for reducing gambling-related harms point to AI as a key area to establish strong regulation.
In addition to odds creation, sportsbooks use AI for marketing and personalized user experiences, such as through app push notifications.
Dr. Harry Levant, Director of Gambling Policy at the Public Health Advocacy Institute (PHAI), has long argued that the betting industry’s use of AI has turned the product into something other than conventional sports betting.
“The public is upset, as this is not sports betting,” Levant told GamblingHarm.org in an interview following a 2025 Pew Research Center poll that showed declining public opinion of the industry.
“This is AI tech delivering an addictive product,” Levant said. “The public never asked for a highly addictive and inherently dangerous product.”
In the U.S., several states have considered legislation related to sports betting and AI. More jurisdictions could do so in the future as the industry increasingly relies on the technology.
More use of AI could lead to job losses in the betting industry.
Whether a sportsbook sets odds and manages risk with humans or AI, online sports betting can be addictive. Surveys show that half of online sports bettors report chasing losses, a significant component of a potential gambling problem.
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