Lynnae is a journalist covering the intersection of technology, culture, and gambling. She has more than five years of experience as a writer and editor, with bylines at SlashGear and MakeUseOf. On the iGaming side,...
Read Full BioArtificial intelligence isn’t a tool that quietly operates in the background in sports betting, at least it isn’t anymore. That’s according to new data released from Kambi, a major provider of technology to the betting industry. The company reports that almost half of the bets placed across its network were priced and managed by automated AI systems, not human traders.
Kambi, whose odds-setting and risk management technology is used by sportsbooks in the United States, Europe, and Latin America, found that 48% of bets on its platform were “traded by AI” in 2025, up from 28% the year before. The company attributes the shift to a move toward algorithmic trading systems that can set and adjust odds in real time, even for multi-outcome wagers like bet builders.
The company first made its AI trading technology available to sportsbooks in the lead-up to the 2022 FIFA World Cup and has continued to expand the role of these tools ever since. “AI is delivering faster, more accurate odds and enabling our partners to offer a premium experience at scale,” said Simon Noy, Kambi’s senior vice president for trading.
AI Trading Changes How Bets are Built, Priced & Scaled
The report shows that AI’s influence on betting markets goes beyond just replacing human traders. Kambi’s data provides a clearer picture of how AI is reshaping the structure and scale of sports betting today. One of the study’s examples is the uptick in “bet builder” markets. These markets (basically same-game parlays) allow bettors to combine multiple outcomes into a single wager.
Soccer is one of the sports where AI-powered trading has led to more bet builder options per game, Kambi says. In the Champions League, the average number of bet builder options available per match has gone up several times over since automated trading was rolled out. This has given sportsbooks greater flexibility to offer customized bets without manually pricing them.
The same pattern can be seen across domestic leagues as well. Since AI trading launched for soccer, total betting markets have grown by 65% in the Dutch Eredivisie and 45% in England’s Championship. Bet builder–specific markets expanded even faster, rising by more than 300% in some competitions, the report says.
AI’s growth can also be seen in year-over-year trading data, where the share of bets handled by AI on Kambi’s network rose from 18% in 2023 to 28% in 2024, before reaching 48% in 2025. Kambi says the shift allows for faster odds updates, greater combinability across markets, and more consistent margins at scale, particularly during major events with heavy betting volume.
Even though the report mainly focuses on operational efficiency and product expansion, the findings show that sportsbooks are shifting their core decision-making from humans to automated systems rapidly. If the report reflects the industry as a whole, one defined by speed, personalization, and volume, it’s likely that AI will become a must-have for sportsbooks, not just an add-on.
This year’s FIFA World Cup could very well become the moment when AI-driven trading defines how sportsbooks price odds, manage risk, and handle betting volume during the industry’s most significant events.
