AI Now Powers Nearly Half of Sports Bets, New Industry Data Reveals

AI Takes Centre Stage in Odds Trading

According to Kambi’s latest figures, 48% of all bets placed across its global network in 2025 were priced and managed by automated AI systems. That marks a sharp rise from 28% the previous year and underlines a decisive move away from traditional, human-led trading models.

Kambi supplies odds-setting and risk management technology to sportsbooks across the United States, Europe, and Latin America. The company points to the growing adoption of algorithmic trading systems capable of adjusting odds in real time, even for complex, multi-outcome wagers. These systems are designed to respond instantly to market movement, something manual trading can struggle to match at scale.

Bet Builders and Market Expansion Accelerate

The influence of AI extends far beyond speed. One of the clearest examples is the rapid expansion of bet builder markets, also known as same-game parlays. These wagers allow customers to combine multiple outcomes into a single bet, increasing both personalisation and engagement.

Football has been a major beneficiary. In competitions such as the UEFA Champions League, the number of bet builder options available per match has multiplied since AI-driven trading was introduced. Automated pricing has given sportsbooks the freedom to offer highly customised bets without the operational burden of manual odds creation.

Domestic leagues show a similar trend. Since AI trading was rolled out for football, total betting markets have grown by 65% in the Dutch Eredivisie and 45% in England’s Championship. Bet builder-specific markets have expanded even faster, increasing by more than 300% in certain competitions.

Scaling Faster, Smarter, and More Consistently

Kambi’s year-on-year data highlights the pace of adoption. AI-managed bets accounted for 18% of activity in 2023, rose to 28% in 2024, and surged to 48% in 2025. The company says this transition allows sportsbooks to update odds faster, combine markets more effectively, and maintain consistent margins, even during peak betting periods.

These capabilities are particularly valuable during major sporting events, where betting volume can spike dramatically. AI systems can absorb that pressure, ensuring stable pricing and risk control while supporting a broader range of markets.

AI Becomes the New Standard for Sportsbook Trading

The data paints a clear picture of an industry in transition. Core trading decisions are moving rapidly from human traders to automated systems built for speed, scale, and personalisation. If this trend reflects the wider market, AI is no longer a competitive advantage but a baseline requirement.

With another FIFA World Cup on the horizon, the next global tournament could mark the point where AI-driven trading fully defines how sportsbooks price odds, manage risk, and handle volume during the industry’s biggest moments.