Extensively experienced Painting collaborates to develop experience strategy as AI revolutionizes sportsbook interaction.

AxiumAI, a frontrunner in AI-powered autonomous player engagement, has announced the appointment of Claire Painting as Chief Experience Officer (CXO), enhancing the company’s leadership team as operators transition to AI-enhanced player engagement.

Recognised for uniting marketing, product, UX, and technology teams to create seamless, consumer-focused experiences at scale, Painting will play a key role in aiding AxiumAI’s ongoing growth and future vision as the provider enhances its AI-driven engagement platform for global operators.

Painting brings over 20 years of experience in the international sports betting and gaming sector to AxiumAI. Most recently, she worked as the Director of Player Experience at Entain, where she managed a worldwide cross-functional team of more than 100 experts located in the UK, Gibraltar, Vienna, Hyderabad, and Manila.

While at Entain, she defined and executed the player experience strategy for the operator group’s global range of brands. This encompassed supervision of essential processes like registration, payments, account management, compliance, promotions, and gamification, along with the creation of worldwide UX/UI design systems and frameworks for measuring customer experience.

The appointment strengthens AxiumAI’s leadership as the company enhances its autonomous player engagement abilities and aids operators in providing real-time, personalized 1:1 player experiences.

Claire Painting, Chief Experience Officer at AxiumAI, said: “The future of player experience will be defined by technology that understands context, adapts in real-time and delivers meaningful interaction at scale. AxiumAI is building that capability, and I am excited to help shape autonomous engagement that will inspire players and drive step-change growth for operators.”

Adam Lewis, Chief Executive Officer at AxiumAI, added: “Claire brings exceptional expertise in player engagement across marketing, product and customer experience. Combined with her ability to connect teams and technology around the player, she is uniquely positioned to lead this area at AxiumAI. She will play a key role as we continue to build intelligent, customer-led solutions for operators globally.”

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AxiumAI demonstrates how applied AI can translate directly into material operational and revenue benefits. By delivering clear, insight-led narratives and individualised propositions at decisive moments, the platform enables intelligent interaction wherever customers engage.

Examples of these compelling and dynamic in-play narratives include:

• 0-0 Super-sub Henrique’s on!
  46 mins – Flamengo bring on Bruno Henrique who’s scored twice in his last 3 matches – Fancy him to break the deadlock against Bragantino? Henrique to score next @ 4.28
  

• Bayern scores a 3rd – Munich goal-fest?

48mins and Bayern make it 0-3 against Augsburg. They scored 6 against Leipzig last weekend – Another rout on the cards? 4.5+ goals @ 3/1

Adam Lewis, Chief Executive Officer at AxiumAI, said: “Deploying Verso enables operators to finally deliver context-aware, personalised engagement at scale, driving incremental stakes, bets, and NGR. Contribution also rises materially, as Verso replaces bonus spend with intelligence, helping our clients thrive in an increasingly challenging regulatory and tax environment.

“Our proprietary technology is leading the industry into a new era of context-aware, intelligent UX, with its dynamic ability to produce informed, data-driven engagement and propositions at every relevant touchpoint.”

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