Artificial intelligence (AI) is responsible for nearly half of all wagers on sports technology site Kambi, according to new data.
Kambi said 48% of bets placed across its network in 2025 were traded by AI, up from 28% in 2024 and 4% in 2022. The figures were published in the company’s sports betting trends report and highlighted in a LinkedIn post.
Online sportsbooks use its AI-driven trading technology to set and adjust odds in real time, manage risk exposure, and determine betting limits, including on complex wagers such as parlays, according to Kambi. The company said its algorithmic trading tools, launched ahead of the 2022 FIFA World Cup, allow odds to be created and managed without human intervention.
The technology supplier also provides odds pricing and risk management services to sportsbooks across the U.S., Europe, and Latin America, with partners including BetMGM, Bally’s Corporation, Rush Street Interactive, Kindred Group, and LeoVegas. Kambi also said that it does not supply odds to DraftKings or FanDuel, the two largest U.S. sportsbook operators. However, both companies also reportedly rely heavily on algorithmic models in their trading.
While Kambi’s report offers only a partial view of the market, it underscores how deeply AI is now embedded in the betting ecosystem. Critics say that the use of AI has serious regulatory implications, and some public health advocates have raised concerns that AI is also used in marketing, including targeted push notifications to customers.
Kambi extends deal with Churchill Downs
Kambi highlighted its growth in the U.S.-regulated sports market last month, announcing the renewal of its partnership with racetrack and betting brand Churchill Downs Incorporated (CDI).
As part of the deal, CDI will continue to use Kambi’s Turnkey Sportsbook solution across its retail sportsbooks in regulated states. Their technology package includes trading and risk management systems, over-the-counter betting, and self-service kiosks for on-site wagers at racetracks and casino-style venues.
CDI said that the deal reflected its focus on expanding sports betting alongside its core horse racing business. However, it also highlights how automated trading is increasingly becoming standard infrastructure in regulated U.S. betting markets.
