UKGC Finds 7% Of World Cup Bettors Used AI To Select Bets

The UK Gambling Commission (UKGC) has revealed that 7% of people who placed bets during the 2026 FIFA World Cup used artificial intelligence to help select their wagers, with younger adults significantly more likely to rely on the technology.

The findings were published on 10 November as part of the regulator's Beyond the Bet study, conducted by Yonder Consulting through its Consumer Voice research programme. The research examined betting behaviour during the tournament, including how participants selected wagers, their understanding of betting products and whether the experience influenced their intentions to gamble in future.

Alongside the growing use of AI, the study identified significant differences in betting knowledge between experienced customers and those wagering on football for the first time.

Younger Bettors Lead Adoption Of AI Tools

The research found that AI-assisted betting was most common among adults aged 18 to 34, with 12% reporting that they used artificial intelligence when deciding which bets to place during the World Cup.

Usage declined among older participants, with 6% of those aged 35 to 54 using AI tools and just 3.5% of respondents aged over 55 reporting the same behaviour.

Despite the emergence of AI as a betting decision-making tool, traditional methods remained dominant. Across all respondents, 58% said they relied on their own knowledge or instinct when choosing wagers, indicating that personal judgement continues to play a central role in football betting.

The findings provide an indication of how artificial intelligence is beginning to influence consumer behaviour within sports betting, particularly among younger audiences. However, the study did not establish how frequently bettors followed AI-generated recommendations or whether using the technology improved their betting outcomes.

First-Time Football Bettors Report Knowledge Gaps

The Commission also examined differences between participants according to their previous experience of betting on football.

Approximately 8% of respondents were betting on football for the first time during the World Cup, while 35% described themselves as occasional football bettors who typically participate during major international tournaments. A further 56% regularly placed bets on domestic or other football competitions.

The research identified a substantial gap in how well these groups felt informed when making betting decisions.

Among first-time football bettors, only 60% believed they had sufficient information to make their choices. This increased to 83% among occasional bettors and 91% among those who regularly wagered on football, representing a 31-percentage-point difference between newcomers and experienced customers.

The findings suggest that people entering the football betting market during major sporting events may be less confident in their understanding of betting products and the information available to them.

This distinction is particularly relevant for operators seeking to communicate betting terms and product features clearly to customers with varying levels of experience.

World Cup Could Encourage Further Betting Activity

The study also explored whether participation in the World Cup influenced respondents' intentions to continue betting on football.

Approximately one in four first-time football bettors indicated that they were likely to increase their betting activity following the tournament, suggesting that major sporting events could encourage some newcomers to participate more frequently.

However, the findings reflect respondents' stated intentions rather than confirmed changes in behaviour. The research did not establish whether those participants subsequently increased their betting activity.

The Commission also examined how well customers understood different promotional offers, identifying weaker comprehension of accumulator insurance compared with the wagering requirements attached to welcome bonuses.

The distinction highlights the potential difficulties customers face when interpreting betting promotions, particularly where products involve conditions that may not be immediately apparent.

For sportsbook operators, the findings reinforce the importance of explaining promotional terms clearly at the point where customers make their selections, rather than relying exclusively on detailed terms and conditions.

The Beyond the Bet research provides further insight into changing consumer behaviour during major sporting events, particularly the emerging use of AI and the different levels of understanding among football betting audiences.

While artificial intelligence remains a relatively minor influence on overall betting decisions, its greater adoption among younger adults could become increasingly relevant to how operators and regulators assess consumer engagement, betting information and player protection.