AxiumAI appoints Claire Painting as Chief Experience Officer

AxiumAI has announced the appointment of Claire Painting as its new Chief Experience Officer, reinforcing the company’s senior leadership team at a time when operators across the global sports betting and gaming sector are accelerating their adoption of AI-enhanced player engagement solutions. The move signals AxiumAI’s continued commitment to expanding its autonomous engagement capabilities while maintaining a strong focus on responsible, customer-centric growth.

The company, which positions itself as a specialist in AI-powered autonomous player engagement, is operating in a market environment increasingly defined by personalisation, regulatory scrutiny and the need for measurable customer lifetime value. Against this backdrop, the appointment of a senior executive with more than two decades of experience in international betting and gaming is strategically significant.

Painting joins AxiumAI following a lengthy tenure at Entain, where she most recently served as Director of Player Experience. Her background reflects extensive operational and strategic experience across multiple jurisdictions and brand portfolios. AxiumAI has stated that her appointment is designed to strengthen its ability to deliver scalable, intelligent solutions that align technology, product and customer experience.

A strategic appointment during industry transformation

The online betting and gaming industry continues to evolve rapidly as operators integrate automation, artificial intelligence and data-driven decision-making into their core processes. In this environment, player engagement is no longer limited to promotional campaigns or loyalty mechanics. Instead, it encompasses every touchpoint across the customer lifecycle, from registration and onboarding through payments, compliance, support and long-term retention.

AxiumAI’s platform focuses on autonomous engagement, a concept that relies on AI systems capable of analysing behavioural signals in real time and adjusting interactions accordingly. By appointing a Chief Experience Officer with direct experience managing global player journeys, the company appears to be reinforcing its ambition to embed customer insight at the heart of its technology architecture.

Claire Painting’s track record suggests familiarity with precisely these complexities. At Entain, she led a worldwide cross-functional team of more than 100 specialists based in the United Kingdom, Gibraltar, Vienna, Hyderabad and Manila. Her remit included oversight of player-facing processes across multiple brands and regulated markets.

Such experience is particularly relevant in a sector where regulatory compliance requirements differ by jurisdiction and where consistent customer experience must be maintained across diverse platforms and cultural contexts.

Leadership experience across marketing, product and UX

Painting has been recognised within the industry for her ability to unite marketing, product, user experience and technology teams around shared performance objectives. At Entain, she was responsible for defining and executing the group’s global player experience strategy. This extended beyond high-level brand positioning and into operational execution.

Her responsibilities encompassed supervision of registration flows, payments infrastructure, account management journeys, compliance touchpoints, promotions and gamification frameworks. In addition, she oversaw the development of global UX and UI design systems, ensuring consistency across brands while allowing for local regulatory adaptations.

An equally important aspect of her previous role involved establishing measurement frameworks for customer experience. In an increasingly data-driven industry, structured measurement of friction points, satisfaction metrics and conversion performance is critical. The ability to quantify experience outcomes allows operators and technology providers to make defensible decisions based on evidence rather than intuition.

By bringing this blend of operational oversight and strategic governance to AxiumAI, Painting is expected to contribute to refining how the company’s AI systems interpret behavioural data and translate it into meaningful interactions.

Strengthening autonomous engagement capabilities

AxiumAI has articulated a vision centred on real-time, personalised one-to-one player engagement. Autonomous systems, in this context, refer to AI engines capable of analysing contextual signals and determining the most appropriate communication, incentive or interface adaptation without requiring manual intervention.

From a governance perspective, this approach must operate within strict compliance frameworks. Responsible gaming obligations, data protection laws and marketing restrictions require careful calibration of automated decision-making systems. While AxiumAI’s public statements focus on innovation, the legal and regulatory environment necessarily shapes how such innovation can be deployed.

In commenting on her appointment, Claire Painting stated: “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.”

Her remarks reflect a forward-looking perspective while emphasising scalability and measurable growth outcomes. Importantly, they align with broader industry trends that favour data-informed personalisation over blanket promotional strategies.

Executive endorsement from Adam Lewis

Adam Lewis, Chief Executive Officer at AxiumAI, also underlined the strategic importance of the appointment. He stated: “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.”

Lewis’s comments suggest that AxiumAI views experience leadership not as a peripheral function but as central to its product roadmap. In a competitive technology marketplace, differentiation increasingly depends on demonstrable outcomes such as retention uplift, reduced churn and enhanced compliance efficiency.

The integration of a Chief Experience Officer into the executive structure may therefore reflect a recognition that AI capability alone is insufficient without coherent experience design and governance oversight.

Market context and global expansion

The global betting and gaming sector has experienced sustained growth in digital channels over the past decade. However, this expansion has been accompanied by tighter regulatory frameworks and rising consumer expectations. Operators must now demonstrate not only commercial performance but also responsible engagement practices.

Technology providers like AxiumAI operate within this dual imperative. On one hand, they are expected to deliver measurable commercial value through improved targeting and lifecycle management. On the other hand, their systems must facilitate compliance with jurisdictional requirements relating to affordability checks, marketing consent and safer gambling messaging.

Painting’s background in managing compliance-sensitive processes such as account management and payments could be particularly relevant in this regard. While AxiumAI has not publicly detailed specific product updates linked to her appointment, the emphasis on intelligent customer-led solutions indicates a continued focus on aligning automation with regulatory responsibility.

Building intelligent customer-led solutions

As AI adoption becomes more widespread across the industry, questions around transparency, accountability and ethical deployment remain central. Autonomous engagement systems must be capable of explaining decision logic and demonstrating that interactions are consistent with both operator policy and regulatory obligations.

By embedding experience leadership at executive level, AxiumAI appears to be positioning itself as a technology partner that balances innovation with governance. The company’s messaging highlights its ambition to deliver real-time personalised engagement while supporting global operators in meeting evolving expectations.

Painting’s cross-functional leadership experience suggests that she will be tasked with ensuring that product development, marketing integration and UX frameworks operate cohesively. In practical terms, this may involve refining data models, aligning design standards across client deployments and enhancing feedback loops between operator partners and AxiumAI’s engineering teams.

Conclusion: A measured step in a competitive landscape

AxiumAI’s appointment of Claire Painting as Chief Experience Officer represents a deliberate strategic move within a highly competitive and closely regulated industry. Her extensive experience at Entain and her background in managing large, international teams provide a foundation for strengthening the company’s autonomous engagement strategy.

The online betting and gaming sector continues to demand sophisticated technology capable of delivering personalised interactions at scale while maintaining strict compliance standards. By integrating senior experience leadership into its executive team, AxiumAI signals its intention to address both imperatives in parallel.

While the long-term commercial impact of this appointment will depend on execution and market conditions, the decision reflects a broader industry recognition that sustainable growth is inseparable from coherent, customer-led design. In an environment where AI capability is increasingly commoditised, the quality of experience orchestration may ultimately define competitive advantage.

As operators continue their transition toward AI-enhanced engagement models, AxiumAI’s leadership expansion suggests a focus not only on technological sophistication but also on structured governance, measurable performance and responsible innovation. The coming months are likely to reveal how this alignment translates into product evolution and operator partnerships across global markets.

FAQs

What is AxiumAI known for?
AxiumAI specialises in AI-powered autonomous player engagement solutions for sports betting and gaming operators.

Who has been appointed as Chief Experience Officer at AxiumAI?
Claire Painting has been appointed as Chief Experience Officer.

What was Claire Painting’s previous role?
She most recently served as Director of Player Experience at Entain.

What experience does Claire Painting bring to AxiumAI?
She brings more than 20 years of experience in international sports betting and gaming, including leadership of global cross-functional teams.

What does autonomous player engagement mean?
Autonomous player engagement refers to AI systems that analyse player behaviour in real time and automatically adapt interactions to deliver personalised experiences.

Why is this appointment significant for AxiumAI?
The appointment strengthens AxiumAI’s leadership team and supports its strategy to deliver intelligent customer-led solutions to operators worldwide.

What regions did Claire Painting oversee in her previous role?
She managed teams located in the United Kingdom, Gibraltar, Vienna, Hyderabad and Manila.

How does AI enhance player engagement?
AI enhances player engagement by analysing behavioural data, identifying patterns and delivering relevant communications or offers in real time.

What did Claire Painting say about her new role?
She stated that the future of player experience will be defined by technology that understands context and adapts in real time to deliver meaningful interaction at scale.

What did Adam Lewis say about the appointment?
He emphasised that Claire Painting brings exceptional expertise and will play a key role in building intelligent customer-led solutions for operators globally.