Kambi says AI now processes over 70% of bets on its network after World Cup test

Sportsbook technology provider Kambi says artificial intelligence now processes more than 70% of betting activity across its network. Oliver Lamb, the company's SVP Trading, described the technology to SBC as part of the core sportsbook infrastructure rather than a bolt-on feature.

According to Lamb, Kambi's advantage does not come from AI alone but from combining it with more than 15 years of historical trading, pricing and outcome data. Development of the AI trading capabilities began in 2021, and the technology was proven in production by 2022. By 2024 it was fully embedded across the trading operation, and this year the system was expanded to handle multiple sports concurrently.

The models generate and update prices in real time while continuing to learn from historical and current activity. Kambi says this can give operators more accurate pricing, stronger margin protection and more flexibility to introduce complex products. Because the network aggregates trading patterns from multiple operators and markets, it can also help identify anomalies that a single operator might struggle to detect. Lamb said network-trained models can learn from a broad set of patterns that one operator alone could not see, detect or build around.

Real-time monitoring flags changes in model performance, risk exposure and unusual behaviour as they happen. Kambi says this can support fewer rejected bets, better uptime and the launch of new products and promotional mechanics without needlessly hurting profitability.

The company points to products such as Bet Builders, player props and in-play markets, which pose greater pricing and risk challenges than traditional single-market betting. One example is dynamic live delays, which apply bespoke delays at the level of the individual bet during in-play betting. Lamb said such capabilities could not be delivered through manual processes at the scale of Kambi's network.

Kambi also cited this summer's FIFA World Cup as a stress test. Across all 104 matches, it says it delivered automated trading with 100% uptime and a broad range of combinable betting options. The same trading engine and network intelligence are available to its partners for future major sporting events, the company said.