Callum Broxton Of Checkd Group: How AI Is Disrupting Our Industry, and What We Can Do About It

An Interview With Cynthia Corsetti

Don’t force it- we’ve seen the number of available tools over the past year or so, and people are using them in many different ways. However, just because something works for one company doesn’t necessarily mean it will work for us. Therefore, it has to be the right fit rather than just trying to force it in.

Artificial Intelligence is no longer the future; it is the present. It’s reshaping landscapes, altering industries, and transforming the way we live and work. With its rapid advancement, AI is causing disruption — for better or worse — in every field imaginable. While it promises efficiency and growth, it also brings challenges and uncertainties that professionals and businesses must navigate. What can one do to pivot if AI is disrupting their industry? As part of this series, we had the pleasure of interviewing Callum Broxton.

Callum Broxton, Head of US Operations at Checkd Group, is an expert in the North American sports betting affiliate landscape. Callum has been part of the leadership team at Checkd Group for over seven years in the US and UK, with specialisms in affiliate deals, commercial partnerships, digital and marketing strategy, and branding.

Thank you so much for joining us in this interview series. Before we dive into our discussion our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

I’d always been interested in sports, and when I turned 18, I started to dabble with soccer betting — which is very common culturally, where I grew up in the UK. While I was away traveling, when I was 19, I came across a tweet from one of the social media accounts that Checkd Group owns, saying they needed help with their social media production. I applied, and then I’ve been there ever since. I’m a “one-club man!”

I always wanted to work in sports, and thought social media would be very interesting. That was seven-and-a-half years ago, and obviously Checkd Group has grown quite a bit since then. So it’s been an interesting journey.

What do you think makes your company stand out? Can you share a story?

Our company is able to stand out by staying in touch with the customer base, as well as other partners. Here at Checkd, we value communication — primarily through social media. Checkd is able to establish real loyalty through its communication channels. We have always put our customers first and believe that’s instrumental to success for any company.

One story I can recall that initiated tremendous success for Checkd was bringing our products a step further through SkyBet. Based on customer feedback, I knew something could be done to level up Checkd, and I could apply customer feedback to innovate some major groundbreaking advancements for the company. With the help of SkyBet, Checkd now supplies same-game parlays, which has absolutely elevated the business.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

The first character trait is creativity. I believe you have to be creative, testing out trial and error in this industry to figure out what works best for you. Number two is industry knowledge: having a pre-absorbed sense of knowledge of the sports betting industry helps you understand what it takes to succeed. And number three: the passion for sports and betting will help with the commitment to the overall nature of the industry.

Let’s now move to the main point of our discussion about AI. Can you explain how AI is disrupting your industry? Is this disruption hurting or helping your bottom line?

I believe that AI is helping our company because it is establishing a highly user-friendly environment for the customers. At Checkd, it always goes back to the customers and values their requests first. Particularly, on the sportsbook side, the operator is going to begin to integrate AI as they learn betting behaviors and begin to collect enough data that it knows what a customer wants to bet on. Therefore, from a customer’s point of view, there’s nothing better than having shortcuts. AI creates a more personalized experience for our customers, which is what we strive for.

Which specific AI technology has had the most significant impact on your industry?

The most significant impact that AI has generated for our company is the speed of the turnaround and the sheer volume of content you can get out of using AI tools. I view AI’s uses for SEO as a positive because it helps companies scale much quicker.

Can you share a pivotal moment when you recognized the profound impact AI would have on your sector?

I recall a pivotal moment through AI when Checkd began noticing some real uptake on several pieces we were putting out; we even made it into Google News. It wasn’t even that the pieces that were being picked up were AI-generated, but more so because of the sheer volume of content we were able to produce using AI tools. AI tools elevated the websites to standing in an authority where those pieces that were being handcrafted gained serious pick-up.

How are you preparing your workforce for the integration of AI, and what skills do you believe will be most valuable in an AI-enhanced future?

The plan of further integrating AI into the industry is as simple as keeping up with the features and advancements. Following that, if someone in our company sees a tool they think could be practical, they pitch that to the rest of the group and give it a go. There are no specific tools that Checkd is looking for through AI, but rather, Checkd is keeping an eye on some tools that could be resourceful for the company altogether.

What are the biggest challenges in upskilling your workforce for an AI-centric future?

At the moment, I foresee no challenges in upskilling the workforce for an AI-centric future, being that our company is made up of young people who are very equipped to use AI and are up to speed with most new technologies.

What ethical considerations does AI introduce into your industry, and how are you tackling these concerns?

The primary ethical consideration that AI introduces to this industry is responsible gambling and how operators use the AI experience to customize their betting experience while also monitoring problem gambling.

What are your “Five Things You Need To Do, If AI Is Disrupting Your Industry”?

1 . Competitor analysis- if someone else is using AI, you probably should too, especially if they see its results; it’s a no-brainer. So they really need to be hot on that.

2 . Don’t force it- we’ve seen the number of available tools over the past year or so, and people are using them in many different ways. However, just because something works for one company doesn’t necessarily mean it will work for us. Therefore, it has to be the right fit rather than just trying to force it in.

3 . Pay close attention to thought leaders in the AI space- thought leaders in the industry give you a rough guide on not only what the next set of tools may be, but how best to utilize them to grow quickly and focus on the advancements instead of wasting our time.

4 . Ensure that AI technology is being used as a force for good; that it is being applied in a way that is responsible and which is positive for the online discourse.

5 . Don’t get lazy with it. Use it for mass production, but it still needs to be unique.

What are the most common misconceptions about AI within your industry, and how do you address them?

A common misconception is that AI will work for everyone. Truly, AI is case by case and will not be a positive asset for every company.

Can you please give us your favorite “Life Lesson Quote”? Do you have a story about how that was relevant in your life?

My main lesson is to always consider what will happen next — and to be prepared when it comes. It’s about constantly thinking where the market is going and making sure we’re always positioned to take advantage of any changes. If you stand still, you can be left behind.

Off-topic, but I’m curious. As someone steering the ship, what thoughts or concerns often keep you awake at night? How do those thoughts influence your daily decision-making process?

As noted in the previous question, I’m constantly thinking about where the market is going and what’s next. Additionally, we are always thinking about positioning ourselves in the best way to take full advantage of new opportunities.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

The movement I would start is using AI as a positive force for responsible gaming.

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Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About the Interviewer: Cynthia Corsetti is an esteemed executive coach with over two decades in corporate leadership and 11 years in executive coaching. Author of the upcoming book, “Dark Drivers,” she guides high-performing professionals and Fortune 500 firms to recognize and manage underlying influences affecting their leadership. Beyond individual coaching, Cynthia offers a 6-month executive transition program and partners with organizations to nurture the next wave of leadership excellence.