AI Usage at a Glance
Timeline
Jan 1, 2024
Customer SvcPractice documented: DraftKings uses AI-powered chatbots to handle customer support inquiries and automates internal processes such as requests for proposals (RFPs) and drafting preliminary legal opinions.
Practice DocumentedView practice →Jan 1, 2024
Customer SvcPractice documented: DraftKings integrated MaestroQA's large-language-model-powered tool to automatically analyze 100% of customer support conversations and surface coaching opportunities for team managers.
Practice DocumentedView practice →Feb 16, 2024
ProductivityPractice documented: DraftKings deployed DraftCode, an internally built AI-powered code review assistant, to help engineering teams automatically review pull requests and catch potential issues before human review.
Practice DocumentedView practice →Feb 16, 2024
RecommendationPractice documented: DraftKings uses machine learning models and generative AI to personalize what bets, promotions, and content each user sees in its app, with approximately 70% of promotional spending decisions made by AI models as of early 2026.
Practice DocumentedView practice →Feb 16, 2024
Data AnalysisPractice documented: DraftKings uses machine learning models to price its odds feeds and calculate correlations between outcomes in same-game parlays, enabling the sportsbook to set and update betting lines in real time.
Practice DocumentedView practice →Feb 16, 2024
Creative GenPractice documented: DraftKings tested generative AI for producing marketing copy and generating or manipulating images for advertising campaigns, as confirmed by company leadership in early 2024.
Practice DocumentedView practice →Apr 5, 2024
Customer SvcNew evidence: DraftKings CEO says AI won't make sports betting more addictive
Evidence AddedView practice →Aug 28, 2024
Data AnalysisNew evidence: DraftKings Reaches Agreement to Acquire Simplebet
Evidence AddedView practice →Aug 28, 2024
Data AnalysisPractice documented: DraftKings integrated Simplebet's machine learning platform, acquired in 2024, to automatically create and price thousands of real-time in-play betting markets across major US sports.
Practice DocumentedView practice →Aug 29, 2024
Data AnalysisNew evidence: DraftKings Acquires In-Play Betting Specialist Simplebet
Evidence AddedView practice →Sep 9, 2024
RecommendationNew evidence: How savvy AI implementation can help gaming operators and providers hit the jackpot
Evidence AddedView practice →Sep 9, 2024
Creative GenNew evidence: How savvy AI implementation can help gaming operators and providers hit the jackpot
Evidence AddedView practice →Dec 17, 2025
OtherPractice documented: DraftKings integrated Gamalyze, an AI-powered behavioral assessment tool from Mindway AI, into its Responsible Gaming Center to help players understand their own gambling patterns and decision-making tendencies.
Practice DocumentedView practice →Jan 6, 2026
OtherNew evidence: DraftKings, Mindway AI partnership expands responsible gaming
Evidence AddedView practice →Jan 7, 2026
OtherNew evidence: DraftKings Adds Behavioral Responsible Gaming Tool via Mindway AI
Evidence AddedView practice →Feb 18, 2026
ProductivityPractice documented: DraftKings deployed NELLY, an internal analytics tool built on ChatGPT, that employees use to query company knowledge, write SQL, generate presentation slides, and perform data analysis without engineering support.
Practice DocumentedView practice →Feb 24, 2026
Customer SvcNew evidence: DraftKings reduces workforce as company embraces AI
Evidence AddedView practice →Feb 24, 2026
RecommendationNew evidence: DraftKings reduces workforce as company embraces AI
Evidence AddedView practice →Mar 3, 2026
Data AnalysisNew evidence: Are the Bots Taking Over the Online Sports Betting Business?
Evidence AddedView practice →Mar 3, 2026
RecommendationNew evidence: Are the Bots Taking Over the Online Sports Betting Business?
Evidence AddedView practice →Mar 3, 2026
ProductivityNew evidence: Are the Bots Taking Over the Online Sports Betting Business?
Evidence AddedView practice →Mar 3, 2026
Data AnalysisNew evidence: Are the Bots Taking Over the Online Sports Betting Business?
Evidence AddedView practice →Recent activity
DraftKings uses AI-powered chatbots to handle customer support inquiries and automates internal processes such as requests for proposals (RFPs) and drafting preliminary legal opinions.
DraftKings CEO Jason Robins confirmed in a 2024 Fortune interview that the company uses AI mainly for chatbot functions and customer service improvement. Citizens analyst Jordan Bender's 2026 investor note confirmed that DraftKings has implemented chatbots and uses AI to automate RFPs and draft preliminary legal opinions, with the stated purpose of minimizing outsourced labor costs. DraftKings' official support portal also directs users to a chatbot as the primary first point of contact.
DraftKings uses machine learning models to price its odds feeds and calculate correlations between outcomes in same-game parlays, enabling the sportsbook to set and update betting lines in real time.
DraftKings' co-founder and President of Global Product and Technology Paul Liberman confirmed that the company uses machine learning models to simulate outcomes and understand statistical correlations—particularly for same-game parlay bets where multiple outcomes from a single game are combined. The AI takes large amounts of sports data as input and produces probability estimates that drive the odds shown to bettors. DraftKings has deepened this capability through its 2024 acquisitions of Sports IQ Analytics (an AI-powered oddsmaking provider) and Simplebet (a machine learning-based in-play micro-market pricing platform), bringing both systems in-house.
DraftKings tested generative AI for producing marketing copy and generating or manipulating images for advertising campaigns, as confirmed by company leadership in early 2024.
DraftKings co-founder Paul Liberman stated in a February 2024 interview that the company had recently begun testing copy generation and image generation with AI for marketing purposes, describing it as something the company was 'really leaning into.' DraftKings also confirmed it uses machine learning models for ad targeting across digital channels including Facebook and direct mail. A secondary source (AlixPartners) confirmed DraftKings is deploying generative AI-enabled marketing techniques to tailor messages and maximize response rates. The company confirmed that generative AI for marketing creative is used primarily internally, with human teams remaining involved in production.
All practices by category
DraftKings uses AI-powered chatbots to handle customer support inquiries and automates internal processes such as requests for proposals (RFPs) and drafting preliminary legal opinions.
DraftKings integrated MaestroQA's large-language-model-powered tool to automatically analyze 100% of customer support conversations and surface coaching opportunities for team managers.
DraftKings uses machine learning models to price its odds feeds and calculate correlations between outcomes in same-game parlays, enabling the sportsbook to set and update betting lines in real time.
DraftKings integrated Simplebet's machine learning platform, acquired in 2024, to automatically create and price thousands of real-time in-play betting markets across major US sports.
DraftKings deployed NELLY, an internal analytics tool built on ChatGPT, that employees use to query company knowledge, write SQL, generate presentation slides, and perform data analysis without engineering support.
DraftKings deployed DraftCode, an internally built AI-powered code review assistant, to help engineering teams automatically review pull requests and catch potential issues before human review.
Cite this record
Trace Foundation. (2026). DraftKings: documented AI practices (data as of 2026-06-30) [Data set record]. AI Trace. https://www.aitrace.org/r/company/ac4cafa9-92e5-40ef-9fe2-c2d2defea28c. Accessed October 5, 2026.
- Stable link
- https://www.aitrace.org/r/company/ac4cafa9-92e5-40ef-9fe2-c2d2defea28c
- Data as of
- June 30, 2026
- Last verified
- Not recorded
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