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.

DraftKings' co-founder Paul Liberman confirmed the company uses machine learning for ad targeting across Facebook and other channels, as well as direct mail. Citizens investment bank analyst Jordan Bender reported in early 2026 that 70% of DraftKings' promotional spending decisions are determined by AI, with that share expected to increase. DraftKings CTO Zach Maybury cited 'improving discovery and personalization' as a core AI use at the company's 2026 investor day. The company also uses generative AI-enabled marketing techniques to tailor messages, segment customers, and maximize response rates, as confirmed by consulting firm AlixPartners.