Underdog director of strategic initiatives Nirali Shah has said the DFS and online sports betting operator is aiming to evolve into an “AI-native company”.
In a Medium post penned by the new exec, Shah explained Underdog was encouraging staff to engage with AI to improve their workflows and efficiency.
Shah joined the privately owned operator this summer from GitHub, where she served as a programme manager for almost four years.
Shah said Underdog had recorded “incredible early excitement and engagement” with AI, including 96% of engineers using AI coding assistants daily or weekly.
She revealed that 62% of engineers at Underdog were saving at least two to four hours per week, with 16% potentially saving upwards of six hours by using the tech.
Elsewhere, 80,000 messages have been sent in ChatGPT Enterprise, growing on average by 279% month on month.
Shah noted that 138 CustomGPTs had been built, while dozens of active AI experiments were ongoing.
Underdog also released an entirely AI-generated ad campaign this week, which took four weeks to produce, according to Shah.
The spots feature dogs being interviewed at tailgate parties, championing the benefits of Underdog.
The operator has launched an AI Hub to support employees, as well as weekly AI learning workshops.
A ‘massive opportunity
Shah wrote: “There’s no single playbook for becoming AI-native – we’re writing it as we go. But if there’s one thing I’ve already seen, it’s that Underdog is uniquely ready. Our teams are fast, curious, and hungry to try. Our leaders are invested. And the opportunity? Massive.
“From our bold vision to being a category-defining sports gaming company to the way our teams move with urgency and empathy, Underdog is built for velocity and innovation – and we believe AI is the key to unlock the next level of it for us.
“And we don’t just see AI as a tool. We see it as a muscle. That’s what we mean by becoming AI-native: embedding AI deeply into our workflows – not bolted on, but as the foundation of how we think, build, and operate.”
At the start of September, Underdog partnered with Crypto.com to move into the predictions market space.
Underdog co-founder and CEO Jeremy Levine said: “While still new and evolving, one thing is clear – the future of prediction markets is going to be about sports – and no one does sports better than Underdog.”
The post Underdog aiming to be an “AI-native company” first appeared on EGR Intel.
Director of strategic initiatives Nirali Shah says tech will become the “foundation” for the operator after it took just four weeks to produce a fully AI-generated ad campaign
The post Underdog aiming to be an “AI-native company” first appeared on EGR Intel.