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.