Artificial intelligence (AI) is fast becoming the backbone of sports betting trading, according to new data published by Kambi.
Artificial intelligence (AI) is fast becoming the backbone of sports betting trading, according to new data published by Kambi.
Kambi’s 2025 Sports Betting Trends Report revealed that almost half (48%) of all bets placed across the supplier’s network in 2025 were priced using AI-driven trading models, up sharply from 28% in 2023.
This figure underlines how quickly automation is reshaping sportsbook operations and is evidence of the technology evolving rapidly to become more than just a supporting tool.
As sportsbook operators expand the number of available markets – especially player props and Bet Builders – manual pricing models are increasingly unable to keep up.
AI systems are now being deployed by providers to price markets, manage risk exposure and update odds in real time – a shift that Kambi’s data suggests is closely linked to the explosion in combinatory betting.
AI adoption in line with Bet Builder popularity
Bet Builders, which allow bettors to combine multiple outcomes within a single event, dramatically increase the number of possible price permutations.
Automating these calculations has become essential for operators looking to offer depth of markets without wishing to compromise on speed or accuracy.
Indeed, the report data shows that 49% of all pre-match bets placed on the Super Bowl were Bet Builder wagers, up from 45% in 2024 and 31% in 2022.
In just three years, same-game parlays have moved from a value-added feature to the dominant pre-match betting format for arguably the biggest betting event in US sport.
Player props are at the heart of this shift. Kambi reports that 88% of Super Bowl Bet Builder bets in 2025 included at least one player prop, up from 72% in 2022.
This is in keeping with wider US betting behaviour, where individual performance – rather than team results – has become the primary engagement driver for bettors, particularly across the NFL and NBA.
For customers, Bet Builders offer higher potential returns and a more immersive experience. For operators, they deliver higher margins and increased bet frequency, albeit alongside more complex risk management requirements, which again is where AI comes in.
Kambi’s data suggests the trend is not confined to American sports. In European football for example, Bet Builder usage has steadily increased, with Champions League pre-match Bet Builders accounting for 24% of bets in 2025, compared to 8% in 2020.
The trajectory points to Bet Builders becoming a core product across multiple sports and regions. While the figures come from Kambi’s own network of more than 50 sportsbook operators, they point to a wider shift across sports betting, where AI-driven pricing has cemented itself as a core product, rather than optional add-on.
The full report can be accessed here.