LiveScore Group has announced a new partnership with X and xAI to boost fan engagement.
LiveScore, which operates the LiveScore Bet and Virgin Bet brands, as well as its live sports scores app, seeks to use the power or AI technology to deliver “more engaging content experiences” across its platforms.
According to the company, this includes delivering richer sports media experiences, new engagement features, such as sharing bet-slips and predictions directly into X, smarter trading models and more effective customer support, including automated responses to fan inquiries via X.
Sam Sadi, CEO of LiveScore Group, commented: “By partnering with X and xAI, we are unlocking the ability to combine the world’s most dynamic real-time content platform with our mission to converge sports media and betting.
“This will redefine how fans experience live sport, empower new forms of interaction, and set a bold new direction for the future of our industry.”
Christopher Park, Director & Global Lead of Developer Platform at X Corp, added that the partnership “highlights how X and xAI can empower forward-thinking companies to harness real-time data and AI to disrupt industries and deliver transformative experiences to users around the world”.
AI at the forefront of conversations
AI continues to dominate discourse, and this is no different at SBC Summit in Lisbon, where industry experts explored the future of the technology in iGaming.
Although those involved acknowledged the undeniable excitement around AI, they also warned that a human touch must remain.
Phyllyp Sedicias, Country Director for Click Hunters, highlighted that because of the sheer speed of AI, supervision is nothing short of essential, as mistakes can significantly snowball without detection.
Also present was André Sapuca, Principal Product Manager at BetMGM Brazil, who also noted that he has seen issues ranging from bonus offers to social media posts that simply didn’t make sense.
“It was obvious the content had been generated by AI, but what was more concerning was the lack of oversight – raising the question of whether anyone had properly proofed the material before publishing,” he said.
For Sapuca, the problem doesn’t lie with AI itself, but with how it’s deployed. If people prompt AI in a lazy or careless way, the results will only reflect that. What stood out here as a glaring error is a simple lack of oversight in the usage of AI.
In terms of the future usage of AI, Sapuca stated that it can enable scalability at speed and bring players and integrate player predictions during a session – almost eradicating player frustrations.
