Flutter-owned Sportsbet unleashes AI on gamblers
The Australian Financial Review
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Details
- Date Published
- 6 Apr 2026
- Priority Score
- 2
- Australian
- Yes
- Created
- 6 Apr 2026, 08:00 am
Description
Sportsbet, the country’s largest online bookmaker, appears to be shrugging off new regulations, making a ChatGPT for gambling recommendations.
Summary
Sportsbet has launched a generative AI tool to provide automated gambling recommendations, highlighting the rapid commercial deployment of frontier AI systems within consumer-facing industries. The article examines the tension between AI-driven product innovation and Australian regulatory efforts to curb gambling-related harm. This development raises concerns regarding the use of persuasive AI models to manipulate human behavior in high-risk sectors. The deployment occurs against a backdrop of evolving national policy regarding digital safety and gambling advertising restrictions.
Body
CompaniesRear WindowPrint articleApr 6, 2026 – 5.53pmAnthony Albanese’s gambling proposals were so “long-awaited” that the one who wanted them the most died before they were even announced. Labor MP Peta Murphy ran the push against gambling ads and succumbed to cancer at the end of 2023.Would Murphy be happy with these laws? Probably not. Online, TV and radio ads stay (though with more conditions). Jersey sponsors and commercial deals with celebs and comedians to appear in their broadcasts are banned.Loading...SaveLog in or Subscribe to save articleShareCopy linkCopiedEmailLinkedInTwitterFacebookCopy linkCopiedShare via...Gift this articleSubscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? LoginLicense articleFollow the topics, people and companies that matter to you.Find out moreRead MoreRear WindowAIAnthony AlbaneseALPCanberraJim ChalmersNBAUFCFetching latest articles