Productivity AutomationVerified
Reviewed and published by trentmaziarz, June 30, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
NELLY was created by members of DraftKings' analytics team during a 2025 internal hackathon and has since been widely adopted across the company. The tool is built on top of ChatGPT and is customized around DraftKings' internal knowledge and workflows. It can answer institutional questions, help non-technical employees write SQL database queries, generate presentation slides from notes, and create data visualizations in response to plain-language questions. A prototype 'agentic' version of NELLY was subsequently developed that can execute analytical tasks end-to-end.
Products affected
NELLY (internal analytics tool)
Sources & Evidence
Cite this record
Trace Foundation. (2026). DraftKings: 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 (data as of 2026-06-30) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/57350fc4-9a4a-4fb5-b4d7-51a7ff9ac896. Accessed October 5, 2026.
- Stable link
- https://www.aitrace.org/r/practice/57350fc4-9a4a-4fb5-b4d7-51a7ff9ac896
- Data as of
- June 30, 2026
- Last verified
- Not recorded
Other practices by DraftKings
Customer SvcDraftKings uses AI-powered chatbots to handle customer support inquiries and automates internal processes such as requests for proposals (RFPs) and drafting preliminary legal opinions.Data AnalysisDraftKings 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.Creative GenDraftKings tested generative AI for producing marketing copy and generating or manipulating images for advertising campaigns, as confirmed by company leadership in early 2024.
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