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The shift means that rather than spending their time pricing and managing established markets, traders can now apply their expertise where human judgement has the greatest value, including developing and testing new products. AI removes many of the practical limits on what can be offered and priced, and manages the resulting scale and complexity. The result is greater efficiency for Kambi and a better service for its partners and their customers.

“To this point, sportsbook product creation has largely been guided by a trading department’s ability to profitably price and risk-manage certain bet offers,” Lamb says. “AI trading lifts those limitations, while also enabling that existing human expertise to be leveraged more effectively.”

The 2026 tournament demonstrated why Kambi believes this total integration of AI is necessary. Sportsbooks are no longer built primarily around match results and traditional pre-match markets. Bettors increasingly expect to construct wagers around individual players and specific moments within a game.

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EARLIER: Carrot Top, the comic with the longest-running current Strip residency at more than 20 years, was rushed to a hospital on Friday (Sept. 18) after what TMZ reported as a suicide attempt. 

His publicist, Jami Schlicher, confirmed only that he is recovering and receiving care. She asked for privacy on behalf of his family and close friends and did not address the reported cause.

“Scott is a beloved member of the Luxor and MGM Resorts family, and we are relieved to hear that he is recovering,” an MGM Resorts spokesman told news outlets on Friday night. “We are thinking of him and wish him strength as he receives the care and support he needs.”

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But the more important question now is what Cubeia does with that capacity. “Because we’re not spending as much time coding, we’re spending more time on the business: talking about value and understanding the domain,” he says.

Rather than simply building what is requested, teams are increasingly expected to understand why something is being built and what value it should create.

As Paul Crisp, Cubeia’s head of marketing, points out: “If the objective is 10% more traffic, for example, how do we measure it?