LiveScore Group has entered into a new partnership with X and xAI, aiming to introduce artificial intelligence (AI) capabilities that will transform how fans engage with live sports. The company, which operates LiveScore Bet, Virgin Bet, and the LiveScore app, believes the collaboration will create richer, more interactive experiences for users.

The agreement will integrate AI-driven tools into LiveScore’s platforms, providing a blend of sports media and betting services. This partnership redefines the connection between sports fans and the digital platforms they use with dynamic content and real-time fan interactions. 

AI-Powered Features and Smarter Experiences

According to LiveScore, the collaboration with X and xAI will allow the rollout of a series of new features. These include the ability for fans to share bet-slips and predictions directly on X, access to smarter trading models, and enhanced customer support powered by automated responses.

Sam Sadi, CEO of LiveScore Group, expressed optimism about the impact of the agreement. “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.” he said.

Christopher Park, Director and Global Lead of Developer Platform at X Corp, echoed the sentiment, highlighting how the partnership demonstrates the potential of AI. He noted that X and xAI can empower companies to leverage real-time data and deliver transformative user experiences across industries.

AI at the Center of Industry Conversations

The rise of AI remains a focal point in the global betting and gaming industry. At the SBC Summit in Lisbon, industry leaders discussed the opportunities and challenges presented by the technology. While enthusiasm remains high, experts stressed the importance of careful regulations and responsible deployment.

Phyllyp Sedicias, Country Director for Click Hunters, cautioned that the rapid pace of AI means mistakes can easily escalate if not monitored. Similarly, André Sapuca, Principal Product Manager at BetMGM Brazil, pointed to instances where AI-generated content, ranging from promotional offers to social media posts, lacked sense or polish.

Balancing Innovation with Oversight

For Sapuca, the issue lies not with AI itself, but with the way it is used. He emphasized that poor prompting and minimal oversight lead to weak results. The lack of proper review before publishing content was highlighted as a significant risk, particularly in an industry relying heavily on user trust and credibility.

Furthermore, Sapuca noted that AI has the potential to boost scalability, streamline operations, and integrate player predictions in real time. However, the consensus among experts remains clear, while AI promises major advancements, maintaining human supervision is essential to ensure the technology fulfills its potential responsibly.