The Maine Gambling Control Unit is monitoring how sportsbooks use AI as regulators across the country examine whether existing gambling rules are enough. There are currently two licensed sportsbooks in Maine, DraftKings and Caesars Sportsbook.
Maine’s current sports betting regulations do not include rules written specifically for AI, but regulators have said they are monitoring how sportsbooks use the technology.
For now, the Maine Gambling Control Unit appears to be taking a wait-and-see approach. Rather than immediately creating a separate set of AI rules, regulators are watching how the issue develops in other states.
That could change if concerns around AI-driven promotions continue to grow. One of the biggest questions facing regulators is whether algorithms can be used to identify customers who are more likely to keep betting and then target them with personalized offers.
That issue becomes especially sensitive when those systems interact with customers who may already be showing signs of problem gambling.
Maine’s increased scrutiny comes as DraftKings faces questions about how it uses AI in customer promotions.
The New York Times reported that DraftKings used betting histories and other customer data to determine which users were more likely to continue wagering after receiving promotional offers. Former employees cited by the newspaper raised concerns about how those systems could affect customers experiencing gambling problems.
DraftKings has pushed back against those claims, stating that it does not use AI to target customers based on losses or market to players based on indicators of potential problem gambling.
The controversy has also moved beyond media scrutiny. DraftKings is facing a lawsuit over alleged AI use, with claims that the technology was used to identify and target vulnerable bettors.
Those allegations have added to the pressure on regulators to determine whether existing rules are enough to address the use of AI in sportsbook marketing.
Maine is not the only state taking a closer look at this issue. Massachusetts regulators have opened a review into DraftKings’ use of AI to determine whether additional safeguards may be needed.
Sportsbooks already have access to plenty of information about their users, from how often they bet and how much they wager to which promotions they respond to.
AI allows operators to analyze that information and tailor offers to individual bettors. While that can help sportsbooks personalize promotions and keep customers engaged, there is also concern that these tools could be used to encourage people showing signs of problem gambling to continue betting.
Maine regulators have not indicated that new rules are imminent, but the state’s decision to monitor sportsbook AI shows that the issue is spreading beyond states already conducting formal reviews.
Sports betting regulation has typically focused on areas such as licensing, advertising, and responsible gaming. AI adds another layer because promotions can increasingly be developed by automated systems.
That could force regulators to decide whether existing responsible gambling standards are enough to address how sportsbooks use customer data and AI-driven tools.
For now, Maine is sticking with its current framework while watching what happens elsewhere. But if more states move toward specific restrictions on AI-driven promotions, sportsbook AI use could become one of the next major responsible gambling issues facing the U.S. betting industry.
