AxiumAI appoints former Entain executive Claire Painting as Chief Experience Officer

AxiumAI has appointed Claire Painting as Chief Experience Officer (CXO), to strengthen the company’s leadership team as operators shift towards AI-driven player engagement.

“Widely recognised for aligning marketing, product, UX and technology teams to deliver cohesive, consumer-led experiences at scale, Ms Painting will be instrumental in supporting AxiumAI’s continued growth and long-term vision as the provider expands its AI-powered engagement platform for operators worldwide,” a statement read. 

Ms Painting joins AxiumAI with more than 20 years’ experience across the global sports betting and gaming industry. Most recently, she served as Director of Player Experience at Entain, where she led a cross-functional team of over 100 specialists across the UK, Gibraltar, Vienna, Hyderabad and Manila.

During her time with Entain, she was responsible for defining and delivering the player experience strategy across the operator group’s international portfolio of brands. This included oversight of core journeys such as registration, payments, account management, compliance, promotions, and gamification, as well as the development of global UX/UI design systems and customer-experience measurement frameworks.

“The appointment further bolsters AxiumAI’s leadership as the company continues to enhance its autonomous player engagement capabilities and support operators in delivering real-time, 1:1 personalised player experiences.” the company 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,” Claire Painting, Chief Experience Officer at AxiumAI, said upon her appointment.

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.”

AxiumAI is a technology company pioneering AI-driven, real-time engagement solutions for sportsbooks globally.