AI trading in action: more than just potential – insights from Kambi’s Festival of Sportsbook

How Kambi is utilising AI to deliver fully automated, scalable trading — improving pricing accuracy, expanding product depth and driving stronger sportsbook margins 

At Kambi’s recent Festival of Sportsbook, the ‘AI trading in action: more than just potential’ session proved to be among the most popular across the two days of content. Led by Simon Noy, SVP Trading at Kambi, the session explored how artificial intelligence (AI) is no longer a future-facing concept but a practical tool delivering value for premium sportsbooks such as Kambi today. 

As sportsbook products grow in complexity and customer expectations continue to evolve, driven in part by automated pricing and trading, AI is becoming a fundamental part of the trading toolkit. The session provided a clear message: the success of tomorrow’s betting products will rely on advanced automation and modelling. As Noy put it: “The market-leading betting product of the future will be so complex that it must be automated to produce it in a scalable and profitable way.” 

AI in practice at Kambi

AI is already deeply integrated into Kambi’s trading operations. In 2025 to date, AI-driven pricing and trading accounts for more than a third of operator gross gaming revenue across Kambi’s global network. 

For each individual wager, Kambi’s AI models process a wide range of real-time variables, including game state, probability, confidence in outcomes, stake size and bettor behaviour. This enables more precise pricing and informed risk management at speed and scale. 

What makes this approach even more powerful is Kambi’s access to vast volumes of high-quality data, accumulated through years of global trading across top leagues and long-tail markets alike. As betting interest grows at the edges of the offering — from lower leagues to niche sports — AI becomes even more critical in delivering accurate pricing and efficient trading across a broader and more diverse sportsbook. 

Meeting the demands of a changing market

One of the session’s key takeaways was the increasing complexity of bets being placed. The growth of personalised betting — such as player props and bet builder products — has transformed what customers expect from their sportsbook. Bet builder in particular has seen a 20-fold increase in volume, as users increasingly seek ways to create their own betting stories through multi-leg wagers. This rise in bet builder usage is not only driving engagement — it’s also improving sportsbook margin. 

Kambi has responded to this demand by significantly expanding its player props portfolio too. Between 2019 and 2024, the number of player props available on the Kambi platform has increased by more than 320%, giving customers more choice and increasing opportunities for personalised betting experiences. 

This shift presents a significant challenge for trading teams. Manually-led pricing and monitoring bets is no longer viable at scale — and AI makes adapting to these evolving demands possible by analysing each selection in context, understanding how different combinations affect overall risk and probability, and adjusting accordingly. 

Crucially, AI is not just enabling scale — it is enhancing accuracy. The session demonstrated how machine learning models improve over time, adapting to new data and betting patterns to refine outcomes and reduce exposure to risk. This dynamic capability is central to managing the increasingly global and 24/7 nature of sports betting today. 

Smarter risk and market management

Another area where AI is delivering tangible improvements is in market availability and suspension logic. Traditionally, when there was any uncertainty — such as an unclear event on the pitch — markets were often suspended entirely to protect against risk. While effective, this approach negatively impacted the user experience. 

With AI, decisions about suspensions and bet delays can be made at a much more granular level. Instead of suspending an entire market, operators can adjust only the specific aspects affected by uncertainty. This keeps more markets open for longer, maintaining player engagement without compromising trading integrity. 

As Simon Noy explained during the session: “By making these decisions on an individual bet level, the system can be much more flexible… ultimately driving both profitability and the end user UX.” 

A strategic imperative

Kambi’s approach to AI goes beyond incremental efficiency gains — it enables fully automated odds compilation and trading. This means more scalable operations, instant market creation, and faster time to market with new content and bet types. The result is a more responsive, data-rich sportsbook that can adapt to changing demand and seize emerging opportunities in real time. 

AI pricing and trading has already delivered clear benefits across the Kambi network: a more comprehensive product, improved pricing accuracy, greater trading efficiency and stronger sportsbook margins. With AI supporting every stage of the trading lifecycle, Kambi is delivering a better offering to partners and players alike.