FanDuel has launched AceAI, a conversational AI assistant that lets bettors research player and team statistics, validate picks, and construct bets through natural language, all without leaving the sportsbook app. The tool has processed more than 158,000 queries since its 2025 launch and is currently live for around 50% of FanDuel’s US customer base, with a full rollout planned in the near term.
What AceAI does
Most bettors currently move between statistics sites, media platforms, and their sportsbook when researching a wager. AceAI collapses that journey into a single in-app conversation. A user can ask for recent pitcher statistics ahead of a game, compare how a team has performed against the spread over the past month, then build a multi-leg parlay, all within the same exchange.
The tool retains context as a conversation develops, so follow-up questions do not require users to restart. When requests are ambiguous, AceAI asks a clarifying question rather than guessing. Customers retain final control: selections are added to the bet slip only by the user.
Statistics are drawn from NumberFire, FanDuel’s analytics platform, through structured data feeds. The tool does not rely on the language model to recall figures independently, an approach designed to address accuracy problems seen in other consumer-facing AI products.
“A lot of users come to Ace before they’ve decided what to bet on,” said Rebecca Jee, Product Director at FanDuel. “They’ll ask about a player’s recent form or compare team stats, and that research is what gives them the confidence to commit. The stats and validation piece is just as important as the bet-building side – it’s what makes Ace feel like a real assistant, not just a shortcut to the bet slip.”
Built in-house
AceAI was developed entirely within FanDuel by a cross-functional team of around 20 engineers, AI and data scientists, product managers, and designers, with security and compliance input. The project moved from concept to launch in roughly a year, using large language models provided through Amazon Web Services.
“We combined multiple large language models with our sportsbook infrastructure in ways that met our standards for accuracy, compliance and responsible gaming,” said Jee. “And as models matured, we were flexible enough to incorporate new capabilities as they became available.”
The in-house approach gives FanDuel scope to iterate quickly. Users can now remove or replace legs in a parlay mid-conversation. When a requested market is not yet open, AceAI explains why and suggests an alternative. The team has identified that kind of contextual transparency as material to user trust.
The development has extended across Flutter’s wider brand portfolio. FanDuel worked with Sportsbet in Australia to adapt the technology into Apollo, a comparable conversational assistant, sharing code, infrastructure, data pipelines, and deployment learnings.
Responsible gaming by design
Responsible gaming controls are built directly into the product. If a user’s query indicates a potential problem, such as asking how to recover losses, the model stops surfacing bet suggestions and directs the user to support resources. A dedicated team reviews flagged interactions manually, with a defined escalation path to FanDuel’s responsible gaming specialists.
Pre-approved responses handle sensitive categories rather than allowing the model to generate answers independently.
“You definitely don’t want to rely solely on the LLM, especially in a space like this,” said Jee.
Rollout and roadmap
AceAI currently covers NFL, NBA, MLB, NHL, college football, and college basketball. Soccer support is planned ahead of this summer’s FIFA World Cup.
Improving intent classification and handling of complex, multi-turn queries is a stated development priority, targeting users who will want more advanced statistics research as the product matures. FanDuel is also running user research to evaluate whether AceAI could become the primary interface for its sportsbook rather than a supplementary feature, a decision that would represent a structural shift in how the app is designed.
FanDuel was named the official odds provider for NBA coverage on Amazon Prime Video last year, positioning the brand at the centre of US sports media as its product infrastructure expands.
Source: Flutter Entertainment
