# Sportsbet’s Ask AI Enhances Customer Engagement and Responsible Gaming > With the launch of Ask AI, Sportsbet is not just suggesting bets; it's redefining how customers interact with sports betting by providing valuable insights and maintaining a strong commitment to responsible gaming. **Source**: flutter.com | **Published**: 2026-10-29 | **Type**: case_study ## Key Facts - Sportsbet's Ask AI enhances customer engagement, driving informed betting decisions and retention. - Responsible gaming safeguards in Ask AI highlight a competitive edge in customer protection strategies. - Live customer feedback reveals that 50% of queries are pre-written, indicating user preference for simplicity. - Collaboration with FanDuel on AI tools showcases the value of shared insights in enhancing product offerings. - Rapid AI advancements signal a strategic shift towards personalized experiences, crucial for market relevance. ## Summary \## Summary Sportsbet, a leading online betting platform, faced the challenge of enhancing customer engagement and informed decision-making in sports betting. They implemented Ask AI, an interactive tool that provides insights and suggestions for bets while prioritizing responsible gaming. Since its beta launch, customer interactions have driven refinements, leading to a more engaging and informed betting experience. \## Background Sportsbet operates in the online gambling industry, serving a diverse customer base in Australia. Before deploying Ask AI, Sportsbet sought to improve how customers interacted with betting options, aiming to provide better context and insights to enhance their decision-making process. \## Challenge The primary challenge was to create a tool that not only suggested betting options but also educated customers on the factors behind those suggestions. Sportsbet wanted to ensure that users could make informed decisions while maintaining a strong commitment to responsible gaming. \## Solution Sportsbet developed Ask AI, an interactive tool that suggests betting options based on relevant insights and recent performance data for teams or players. The tool includes pre-written queries to streamline user engagement, such as "Build me a three-leg NBA multi" and "Give me AFL tips for the weekend." Importantly, Ask AI incorporates safeguards that direct users to responsible gaming resources if certain queries indicate a need for additional support. \## Results While specific metrics were not provided, the deployment of Ask AI has led to significant customer interaction, with suggested prompts accounting for around half of all queries. The feedback from real users has been instrumental in refining the tool and expanding its capabilities beyond initial sports like racing. \## Key Insights Engaging with customers through a live product provides invaluable insights that testing cannot replicate. Pre-written prompts have proven effective in driving user interaction, highlighting the importance of understanding customer behavior in product development. Collaboration with other brands, such as FanDuel, can enhance the development process by sharing insights and addressing common challenges. \## Customer Testimonial No direct quote was provided in the source material. ## Entities - **Companies**: Sportsbet, FanDuel, Flutter - **Products**: Ask AI, Ace AI - **Technologies**: AI ## Key Concepts responsible gaming, customer engagement, betting suggestions, live product testing, user feedback, AI use cases, sports insights, customer safety ## Definitions - **Ask AI**: A tool developed by Sportsbet to help customers explore sporting events and understand betting options through insights and performance data. - **responsible gaming**: Practices and measures designed to ensure customer safety and promote informed decision-making in betting. - **AI**: Artificial Intelligence, technology used to enhance customer experiences and provide betting suggestions based on data. - **live product testing**: The process of evaluating a product in real-time with actual users to gather insights and improve the experience. - **Flutter Edge**: The advantage gained from leveraging insights and resources across the Flutter group of brands. ## Use Cases - Exploring sports statistics and insights - Providing betting suggestions based on customer queries - Identifying customers needing additional support through safeguards - Refining AI models based on live customer interactions - Building trust in AI through collaborative efforts - Creating pre-written queries for customer convenience ## Frequently Asked Questions **What is Ask AI?** Ask AI is a tool created by Sportsbet that assists customers in exploring sporting events and understanding the rationale behind betting options. It provides insights and performance data to help users make informed decisions. **How does Sportsbet ensure responsible gaming?** Sportsbet incorporates responsible gaming measures within Ask AI, including safeguards that identify queries indicating a need for additional support. When triggered, these safeguards direct customers to responsible gaming resources instead of providing betting suggestions. **What have you learned from live customer interactions?** Live customer interactions have provided invaluable insights that testing could not reveal. They have informed the refinement of the model and experience, highlighting the importance of understanding actual customer engagement. **How does FanDuel contribute to Sportsbet's AI efforts?** FanDuel has shared research from their own AI tool, Ace AI, which has helped Sportsbet compare customer usage and address common challenges in building trust in AI. This collaboration exemplifies the benefits of leveraging insights across the Flutter group. **What are the future plans for Ask AI?** The future of Ask AI involves enhancing customer experiences by keeping pace with their natural search and betting behaviors. Sportsbet aims to continue developing AI use cases that provide real value to customers as technology evolves. ## Links - [Read on Welcome.AI](https://welcome.ai/content/sportsbets-ask-ai-enhances-customer-engagement-and-responsible-gaming) - [Original source](https://flutter.com/news-media/blogs/turning-insights-into-action-how-sportsbet-is-transforming-the-betting-experience/) --- Source: Welcome.AI | https://welcome.ai/content/sportsbets-ask-ai-enhances-customer-engagement-and-responsible-gaming