For better or worse, the impact Artificial Intelligence is having on modern society and business is undeniable, and companies like Betby are striving to make sure their efforts fall into the first category.

The sportsbook solutions company is preparing to unveil a range of AI-backed sports betting tools, focusing on four areas. The AI upgrades come amid a wider revamp of Betby’s platform, covering both traditional sports and esports.

Betby’s first upgrade is to its Betting Tips function, using AI to react to in-game data and updates in real time reflecting match conditions, covering 40,000 events per month and providing data-driven insights.

The firm is also using AI to enhance its personalisation journey by combining individual preferences with hourly, daily and weekly trends, while also upgrading its Entertainment Feed, its non-sporting events feed for films, series, games, TV shows and news.

The use of AI to monitor live developments and odds for the entertainment sector comes as Betby continues to join the dots between its different verticals – such as its activities in chess, in which it is linking its traditional sports offering to esports.

Danil Emelyanov, Head of BETBY’s AI Labs, said: “With these upgrades, AI Labs enters an entirely new phase. We are not only increasing coverage and efficiency but also pioneering features such as live betting tips and automated entertainment markets.

“These innovations empower operators to engage players in ways no other supplier in the industry can match.”

Betby’s use of AI is unsurprising given the widespread adoption of the technology across the gaming sector and further failed, with the tech having also made a big splash in related fields finance and sports business.

AI’s impact on betting and gaming has been noted to the point where some predict that one day some of the biggest gaming operators will have to employ an AI Officer, a viewpoint expressed at last year’s SBC Summit in Lisbon – as it happens, Betby plans to unveil its new AI betting solutions at the 2025 edition of the Summit, taking place next week.

The firm is confident in its ability to harness the rapidly developing tech, pointing to its Risk Management system as an example. The system has identified the top 15% of high-risk players with 99.99% accuracy according to the firm.

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