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Online sportsbooks use artificial intelligence tools to keep bettors active

Major betting operators are rolling out artificial intelligence features to help customers research games and build better wagers.

Written by the BettingEdgeHub desk, 3 November 2026

Online betting operators are looking at artificial intelligence to help attract new customers and keep existing players interested. Major brands like Bet365 and FanDuel are trying out different ways to use the technology on their mobile applications. Instead of just taking bets, these companies want to offer helpful tools that make betting more engaging.

Hard rock leads the way

Recent testing by industry analysts showed that Hard Rock received high marks for its new artificial intelligence insights feature. Bettors liked getting quick summaries of player injuries and betting trends directly inside the app. This allowed users to do all their game research without having to visit other websites.

Boosting parlays and engagement

Sportsbook companies spend a lot of money on promotions to win over new users, so artificial intelligence offers a cheaper way to keep people playing. By giving users instant stats and betting advice, operators hope to encourage more high margin bets like same game parlays. Keeping the research journey inside the app usually leads to more repeat visits.

Mixed results across operators

Not all betting apps have mastered the technology yet. While some tools received great feedback from users, other conversational assistants had mixed reviews during initial testing. Because the technology is still quite new, operators will likely need time to improve their features and make them truly useful for everyday punters.