TLDR Hard Rock’s AI insights feature drew strong praise in hands-on app testing by Eilers & Krejcik Gaming. FanDuel’s conversational AceAI tool received mixed feedback from testers. Bet365, FanDuel and Hard Rock are using AI for game previews, research and bet-building help. EKG says the main AI opportunity for sportsbooks is customer retention and engagement. AI bet-building tools could lift interest in high-margin parlays and same-game parlays.
Hard Rock’s sportsbook AI feature drew stronger reviews than FanDuel’s chatbot in recent hands-on app testing, according to research firm Eilers & Krejcik Gaming (EKG). The findings come as more sportsbook operators add artificial intelligence (AI) tools to their apps.
The testing offered a side-by-side look at how different companies are using the technology. It also showed that customer reactions can vary widely from one app to the next.
Why Sportsbooks Are Adding AI Tools
Hard Rock is not the only operator moving in this direction. Bet365 and FanDuel, which is owned by Flutter Entertainment, are also using AI on the front end of their platforms.
These tools include game previews, research features and help with building wagers. They are designed to interact directly with bettors rather than work only behind the scenes.
The push comes as some of the largest U.S. sportsbook firms have raised their promotional spending to attract and keep customers. AI is seen as a lower-cost way to support those same goals.
“Commercially, we suspect the opportunity lies primarily in retention and engagement,” said EKG analyst Brad Allen. He added that keeping more of the research and discovery journey inside the sportsbook could prompt betting activity.
The books stopped shouting promos and started whispering research. Hard Rock’s AI insights got called one of the best features testers have seen, while FanDuel’s AceAI left them