A New York Times investigation found that DraftKings used artificial intelligence and customer betting data to identify gamblers likely to respond to ads and promotions by betting and losing more money, while deciding not to deploy similar predictive technology to identify people at risk of developing gambling problems. The Times interviewed more than 40 former DraftKings employees and reviewed internal research, presentations, Slack messages and betting records. Six former employees involved in promotional targeting said the company continued refining methods designed to direct incentives towards losing gamblers, while four others said efforts to use similar technology to predict gambling problems were stalled or abandoned. In 2023, DraftKings developed a machine-learning model using customer betting records to predict which customers were likely to respond to promotions such as free bets and bonuses by gambling more and ultimately losing more.