TLDR Australia’s ACMA published research showing gambling operators are rapidly adopting AI across marketing, odds-setting, fraud detection and player safety Sportsbet’s AI chatbot now handles over one-third of customer enquiries with 94% accuracy Betfair Australia reported a 22% improvement in odds accuracy thanks to AI tools The regulator warned commercial priorities may favour boosting engagement over minimising gambling harm AI chatbots like ChatGPT and Grok have been found directing users to unlicensed offshore gambling sites
The Australian Communications and Media Authority this week released research showing gambling operators across the country are rapidly integrating artificial intelligence into their businesses.
The report found AI is being used across a wide range of operations. These include personalised marketing, odds-setting, fraud detection and identifying players who may be experiencing gambling-related harm.
The regulator raised concerns that while AI offers player safety benefits, commercial interests may push operators to prioritise engagement and revenue over harm reduction.
Sportsbet, owned by Flutter, has deployed an AI chatbot that now handles more than one-third of customer enquiries on its own. The company reported the chatbot has an accuracy rate of around 94%.
Tabcorp has partnered with Mindway AI to roll out behavioural analytics tools. These systems work as what the report described as “virtual psychologists,” analysing betting patterns to flag at-risk users.
AI Is Changing How Betting Odds Are Set
AI-powered predictive analytics have changed the way operators price their betting markets. Licensed wagering providers have used machine learning for odds-setting for years, but the technology has grown more advanced.
Operators can now process live inputs like player injuries and in-play betting patterns with very little human involvement. Betfair Australia said AI contributed to a 22% improvement in odds accuracy.
Fanatics, the parent company of PointsBet, acquired algorithmic trading firm Banach Technologies for $43