SOFTSWISS is going all in on AI, as the sportsbook solutions firm confirmed the appointment of a new Chief AI Officer, Denis Romanovskiy.

Romanovskiy has been tasked with executing the company’s AI strategy and platform, the latter of which has been designed to securely scale automation across the business.

The impact of AI is being felt across various industries, and betting and gaming is no exception with the technology informing marketing, trading, product development, testing, and responsible gaming, among other functions.

For its part, SOFTSWISS is aiming to connect AI capabilities with corporate tools and data, with the aim of automating workloads, accelerating decision-making and maintaining transparent cost management.

Ivan Montik, Founder of SOFTSWISS, said: “The creation of the Chief AI Officer role is a reflection of how critical AI has become to the future of technology. AI is transforming how we build products, how businesses operate and how value is created.

“By investing early in a unified AI platform and dedicated leadership, SOFTSWISS is positioning itself at the forefront of this shift.”

The creation of a C-level position focused around AI is indicative of just how much of an impact artificial intelligence is having on the gaming space, not just for SOFTSWISS, as Montik pointed out.

The notion of an AI Chief is also nothing new – commentators at the SBC Summit in Lisbon back in 2024 predicted that some kind of AI officer will one day become a necessity.

Romanovskiy joins the company ahead of an active year, with the World Cup five months away, a tournament which its Head of Sportsbook, Alexander Kamenetskyi, believes will be a ‘full business cycle’ for the company.

Commenting on his new role, Romanovskiy said: “I am excited to take on this new challenge, as SOFTSWISS moves from experimentation to execution. We’ve seen first-hand the amazing things AI can do.

“Our focus now is on making AI a trusted, governed and economically efficient capability that delivers measurable productivity gains across every part of the business.”