TWO separate investigations have raised concerns about how DraftKings targets promotions to problem gamblers using AI. The New York Times reported on 19 September 2026 that the company’s machine‑learning model identified customers likely to respond to promotions with higher losses and then delivered targeted offers to draw them back to betting.
The model drew on individual activity such as how often a user bets, how much they lose, and their daily account balances, and it produced an “elasticity” score to gauge how much a person would lose in response to promotions. Former insiders described the system as designed to maximise promotional spend by targeting those most likely to gamble more after receiving offers.
The Times’ reporting draws on interviews with more than 40 former employees, internal Slack messages, memos, and betting records, and notes that DraftKings had explored a related model intended to flag users whose gambling was spiralling out of control, though that project was shuttered after demonstrations. DraftKings denies unfair targeting, saying its promotions reward engagement rather than losses.
The broader context includes digital rights groups warning that AI can accelerate online behavioral advertising harms, particularly for addictive behaviours such as gambling. The article also notes that DraftKings and others are expanding into online casino play in some jurisdictions, and that gambling‑harm resources exist for those who need help.
For users who gamble, the piece points to practical steps: monitor activity, set limits, avoid chasing losses, and seek help if needed. In the UK, GamCare’s National Gambling Helpline is available 24/7, with additional resources, while in the US the National Problem Gambling Helpline offers support. The article presents these details as guidance rather than claims of causation, and it preserves the article’s cited sources and evidence.