Betting companies continue to find ways to leverage AI, with LiveScore Group being the latest to do so, but industry observers remain cautious about its over use.

LiveScore Group, which operates the LiveScore Bet and Virgin Bet online bookmakers as well as its flagship live sports scores app, announced a partnership with social media platform X today.

The partnership encompasses the use of xAI, the company’s AI technology suite featuring real-time search capabilities, which LiveScore hopes to leverage to enhance fan engagement – an important aspect of its convergence model of betting and media.

The firm is confident that X’s AI will provide it with better news, fan sentiment and influencer commentary to enhance its sports media, engagement features like bet-slip and prediction sharing directly onto the social media platform, smarter trading models, and better customer support.

“This is a game-changing moment for LiveScore Group and for the industries we operate in,” said Sam Sadi, CEO of LiverScore Group.

“By partnering with X and xAI, we are unlocking the ability to combine the world’s most dynamic real-time content platform with our mission to converge sports media and betting.

“This will redefine how fans experience live sport, empower new forms of interaction, and set a bold new direction for the future of our industry.”

The use of AI in the gaming industry is nothing new, and like other industries stakeholders within it are becoming increasingly aware of the technology’s potential – though also perhaps its limitations.

At the SBC Summit Lisbon, a panel of leading CEOs from the industry discussed AI yesterday, with the prevailing opinion being that the tech has a lot of use cases within betting and gaming, such as by analysing player data for signs of problem gambling.

However, speakers did note that AI should not just become the go to for all tasks. Nonetheless, it is clear that the tech is making more-and-more of an impact on the gaming space with every year.

In this context, this is not X’s first flirtation with the gaming industry. Although not strictly a gaming platform, predictions market Polymarket partnered with the social media platform earlier this year, making use of the firm’s AI chatbot Grok.

Christopher Park, Director and Global Lead of Developer Platform at X Corp, said: “We are delighted to partner with LiveScore Group as they push the boundaries of sports engagement and innovation.

“This partnership highlights how X and xAI can empower forward-thinking companies to harness real-time data and AI to disrupt industries and deliver transformative experiences to users around the world.”