Although it may sound dramatic, artificial intelligence is genuinely changing the world we live in. Every time I complete a Google search, there’s an AI overview of the results and when I need assistance on a platform, I speak to an AI chatbot.
It’s also changed things for businesses with more efficient customer service, improved recommendations and the ability to offer users a more personalised experience. That’s certainly been the case in the online betting market as AI has changed all that, as well as fundamentals like odds and which bets can be placed. Join us on this voyage into the future to find out how AI has impacted online betting and where it could take us in the future.
Efficient customer service
Let’s kick off with one of the most obvious AI changes in the online betting market world, more efficient customer service. While chatbots have actually been around much longer than you might realise, having been invented by computer scientist Joseph Weizenbaum in 1966, they’ve become increasingly common in recent years¹.
Now, whenever I need help on a betting site, I’m greeted by an AI chatbot. When I input a query, the AI answers it by scouring the internet for an accurate response. Although this hasn’t been a popular change with everyone, it’s undoubtedly made customer service more efficient. Rather than having to wait for a human representative to become available, I can get the help I need instantly. That’s particularly important for the betting market as players may need support right away.
There will always be queries which require the human touch to solve. It might surprise you to learn that AI helps with this as well by freeing up human representatives. AI is especially proficient at tackling the simple inquiries, allowing humans to handle the more complex cases. It’s been a popular development, with 63% of customer service workers believing that AI will help them to answer queries more efficiently².
Changing the odds
AI has also changed the way that odds within the online betting market work all together. There are all sorts of considerations for bookies when they’re determining the odds to place on an outcome. Take horse racing for example, they need to consider the horse’s form, the jockey, the ground conditions and weighting. All these factors can make calculating the odds a tedious and time consuming task, which is why AI has been such an important development for the industry.
How does AI impact how odds work?
One of the technology’s most impressive features is the ability to process vast amounts of information in a much shorter time than a human could. This means more data can be accounted for when determining the odds of something like the outcome of a football match. AI can consider the likelihood from multiple angles, accounting for injuries, lineup changes, individual player statistics, team form, weather conditions, movement in the market and even fan sentiment³.
The algorithm can also more efficiently adjust to any changes in these factors and change the odds accordingly. So, not only are the odds more accurate, but they’re much more efficient, allowing sportsbooks to handle more events at once. AI can also change the odds in real time by reacting within milliseconds to the smallest shifts that can impact prices⁴. Of course, algorithms don’t have to sleep, which opens up international markets and speedier odds changes.
Changing how bets are placed
It’s not just providers who have been impacted by the introduction of AI, it’s also changed the way punters place bets. Betting bots can analyse the odds on offer across a range of sportsbooks and recommend the best option for the player’s strategy.
It can also highlight value bets, which is when odds have been mispriced, allowing players to make the most of them. AI makes in-play betting on live matches much easier by controlling things like cashing out while keeping bettors up to date with the development of the match they’ve bet on.
Personalised betting
Whether it’s an email addressing you directly or an ecommerce site which gets your recommendations just right, we all enjoy the increasing level of personalisation available across markets. There’s even research which says companies which incorporate it well can experience a 10-15% increase in revenue⁵.
The online betting market has been utilising AI to improve customisation. By analysing my preferences and playing history, the AI algorithm can determine which sports I’m more likely to bet on and then recommend others I would enjoy based on that. It can also be used to customise the offers I receive so that they’re unique to these preferences. This means AI is involved every step of the way, from recommending the right match to place a bet on, sending me a personalised bonus and notifying me of any updates in the match’s progress.
Safer and smarter playing
AI also plays an important role in making sure that bettors stay safe when playing at a site. It can perform analysis of individual betting behaviour much faster than a human would be capable of doing, allowing for earlier intervention when a suspicious or harmful pattern is detected.
Reducing fraud
One of the most common types of fraud that affects the online betting market is bonus abuse. This can involve a player creating multiple accounts to claim the same welcome bet bonus more than once. This is pretty commonplace, with some reports estimating that providers can lose around 15% of their annual income to this kind of fraud⁶.
AI plays an important role in helping to combat this threat by analysing player behaviour. It can detect if an account shares personal information with an existing one or if a bettor makes decisions faster than humanly possible.
Alternatively, AI can also target suspicious betting patterns such as strange deposit amounts, which can be an indication of match fixing. This is commonly flagged if someone is betting on a niche league that they’ve never shown interest in before. It can even be used in smart contract audits to detect any bugs which may pose a threat to the site.
Promoting responsible gambling
One of AI’s most important roles, and one of its most likely use cases in the future, is promoting responsible gambling. It might not seem to be the most obvious link, but by carefully monitoring player behaviour, AI can reduce problem gambling. For example, when it detects that a player has been active for an extended amount of time, AI can generate a reminder to ensure they want to keep betting.
It can also detect other signs of problem gambling such as large, infrequent deposits or betting around the clock. Importantly, AI can also be used to offer intervention, suggesting tools and helplines for bettors. As you might expect, it’s able to do this much faster than a human could and on a much wider scale.
Case study – Mindway AI
In 2025, one of the first partnerships between an AI software company (Mindway AI) and a partner in the betting space was forged⁷. The two industries have joined together to improve responsible gambling tools by using AI. They’re currently focusing on a product called GameScanner, a tool which allows providers to identify problem gambling and intervene at an early stage. The partnership is an important step in incorporating AI into responsible gambling and will hopefully result in more effective intervention.
The future of AI in online betting
It’s more than likely that we’ll see AI play a significant role in the future of online betting. One of the particular areas to look out for in the future is the implementation of AI in responsible gambling, which could help to keep more players safe.
The impact of AI has been felt across the online betting market, down to the very fundamentals of odds and which sports are available. Overall, it’s helped to create a smoother experience for players and providers alike, with improved customer service, better recommendations and enhanced levels of safety.
³ AI vs. the Odds, Written by E.D. Gibson, Published by Medium.
⁶ How iGaming Can Beat Bonus Abuse Cheats, Written by Amy Watkins, Published by GBG.
I’m Laura Wilson, a passionate blogger and content creator with a deep interest in business, finance, and entrepreneurship. I’ve had the opportunity to write for several premium blogs, sharing insights & practical advice for individuals & small businesses. I’m the founder and publisher of ukbusinessmag.co.uk, where I focus on creating valuable, easy-to-understand content to help UK startups & SMEs grow.
