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A new report reveals how AI tools like ChatGPT are changing how players find betting apps, bonuses, and odds — and why trust now matters more than ads.
The way sports bettors search for the best sportsbooks and bonuses is rapidly changing — and traditional search engines may no longer be the starting point.
New research from 5WPR shows that more users are beginning their sportsbook research inside AI tools like ChatGPT, Google AI Overviews, and Perplexity instead of relying on Google search results alone.
This shift is already reshaping which brands and platforms get seen first — and which ones don’t.
AI tools are becoming the go-to for sportsbook research
According to the report, bettors are increasingly using AI platforms to answer questions like:
- “Best sports betting apps”
- “Top sportsbooks in my state”
- “Best betting bonuses”
The study analyzed dozens of real bettor queries across multiple AI engines and found that visibility is concentrated among a small group of operators.
Brands like FanDuel, DraftKings, and Caesars Sportsbook appeared most often in AI-generated answers — but not just because of their size.
Trust and content quality are replacing ad spend
One of the biggest takeaways from the research is that AI platforms prioritize trust signals and content quality, not just advertising budgets.
While the U.S. gambling industry spent an estimated $3.9 billion on marketing in 2025, only a small percentage went toward building credibility through editorial content and public relations.
Instead, AI tools are more likely to recommend brands that offer:
- Clear betting guides and educational content
- Transparent bonus breakdowns
- Responsible gambling resources
- State-by-state legal information
In other words, sportsbooks — and information sites — that focus on helping users understand betting are gaining an edge.
Why this matters for bettors looking for bonuses
For players searching for the best sportsbook promotions, this shift could make a big difference.
Instead of clicking through ads or scrolling through multiple sites, bettors are increasingly getting direct answers from AI summaries. These answers tend to pull from sources that provide:
- Easy-to-understand comparisons
- Honest reviews of betting apps
- Clear explanations of bonus terms like wagering requirements
That means clear, unbiased information is becoming easier to surface — while overly promotional content may get ignored.
Bettors are becoming more informed and less loyal
The rise of AI search also reflects changing bettor behavior.
Recent industry data shows that many bettors are “platform agnostic,” often maintaining accounts with multiple sportsbooks to compare odds and offers.
This growing trend makes access to reliable, accurate information even more valuable — especially when trying to identify the best bonuses or odds on any given day.
The future of sports betting discovery
With customer acquisition costs reportedly exceeding $400 per bettor in some cases, competition for attention is fierce.
But as AI becomes a primary discovery channel, the rules are changing.
Instead of relying on who spends the most on ads, visibility is increasingly driven by:
- Trustworthiness
- Transparency
- Content depth
For bettors, that could mean better access to high-quality information when choosing where to place their bets.
And for the industry, it signals a clear shift:
The sportsbooks — and sites — that educate and inform users may be the ones that win in the long run.
