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2 March 2026 – AxiumAI has appointed Claire Painting as Chief Experience Officer (CXO), strengthening its leadership team as operators increasingly shift towards AI-driven player engagement.
Painting is widely recognised for aligning marketing, product, UX, and technology teams to deliver cohesive, consumer-led experiences at scale. In her new role, she will support AxiumAI’s continued growth and long-term vision as the company expands its AI-powered engagement platform for operators worldwide.
She joins AxiumAI with more than 20 years of experience across the global sports betting and gaming industry. Most recently, she served as Director of Player Experience at Entain, where she led a global cross-functional team of more than 100 specialists across the UK, Gibraltar, Vienna, Hyderabad, and Manila.
During her time at Entain, Painting was responsible for defining and delivering the player experience strategy across the group’s international portfolio of brands. Her remit included oversight of core player journeys such as registration, payments, account management, compliance, promotions, and gamification, alongside the development of global UX/UI design systems and customer-experience measurement frameworks.
The appointment further reinforces AxiumAI’s leadership as it continues to enhance its autonomous player engagement capabilities and support operators in delivering real-time, 1:1 personalised 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.”
