FanDuel is accelerating its artificial intelligence strategy with AceAI, a generative AI-powered sportsbook assistant designed to transform how customers research, analyze and place bets inside the FanDuel Sportsbook platform.
AceAI, developed by FanDuel parent company Flutter Entertainment, is embedded directly into the sportsbook app and allows users to interact using natural language through voice or text prompts. The AI assistant helps bettors analyze player and team performance trends, access statistical insights, discover betting opportunities and build parlays more efficiently.
Flutter, in a blog post, said that AceAI is part of a broader effort to apply generative AI to both customer engagement and internal operations across its global gaming brands.
Jon Sadow, FanDuel’s VP of Product Transformation and Innovation, said the betting company sees an opportunity to redefine sportsbook user experiences by giving customers access to extensive betting data and insights.
The AI-driven platform currently focuses on NFL and NBA betting analysis, helping customers evaluate player statistics, compare trends and identify relevant betting combinations. The chat-based interface simplifies sportsbook navigation and reduces the complexity involved in constructing multi-leg wagers.
FanDuel has positioned AceAI as an “industry-first” generative AI betting assistant that combines conversational AI with sportsbook data intelligence. The system is designed to deepen customer engagement while improving decision-making for sports bettors.
Flutter said the company is expanding the use of AI across several international brands. In Australia, Sportsbet developed an internal AI platform called Jeeves to automate customer support workflows and accelerate product development. Flutter’s European operations have also centralized AI development through an AI Hub that standardizes governance, testing and deployment of AI tools.
FanDuel remains the leading online sportsbook brand in the United States with approximately 18 million customers across sports betting, fantasy sports and online gaming services. The company’s growing investment in AI reflects intensifying competition in the online betting market as operators seek to improve personalization, customer retention and user engagement through data-driven experiences.
AceAI also supports responsible gaming initiatives by identifying potentially risky betting behavior and directing users toward responsible gambling resources when needed.
Flutter’s broader AI strategy highlights how betting and gaming companies are increasingly integrating generative AI into consumer-facing products, operational workflows and customer support systems to gain competitive advantage in digital wagering markets.
RAJANI BABURAJAN
