At the moment, a lot of AI discussion is still academic, but adoption is accelerating very quickly. Within Entain, especially in Product and Technology, we are already using AI extensively for development, testing, ideation and workflow support. It saves huge amounts of time. Previously, some projects may have taken teams months. Now you can move from idea to prototype in days.
How far away are we from AI fundamentally reshaping the actual player experience?
Long term, I think every player will effectively have their own AI agent. You log onto the website and that agent understands your preferences, suggests games, supports responsible gambling interactions and personalises the experience entirely around you. It’s a level of personalisation that will eventually extend across every page and every product interaction. It also solves localisation challenges. Brazilian players like different things to UK players, for example. AI can adapt dynamically to those preferences.
Does that become a race for operators - to be the first to deliver genuinely intelligent personalisation?
I do not think it is a race to be first, but you also cannot afford to fall too far behind. Te first version will not be perfect, but once one operator proves the concept works, others will follow quickly. AI also accelerates development itself, so the speed of innovation becomes much faster. It’s is probably the biggest shift AI brings to the industry overall.
Online casino lobbies now contain thousands of games. Does AI become essential for product discovery?
Yes, absolutely. One of the challenges suppliers always have is visibility and positioning. AI personalisation can solve a lot of that because instead of manually curating every market, the platform dynamically adapts to the player. But I would not want it to become too restrictive. Players still want freedom and variety.
If you only showed a tiny group of games, players would start asking why they are only seeing those products and whether there is some commercial reason behind it.
Looking ahead, what ultimately separates the operators that succeed from those that struggle over the next decade?
AI adoption will be key, not just one AI product, but how effectively businesses apply AI across product, payments, marketing, personalisation and safer gambling. I also think operators need to continue refreshing their brands and marketing approaches. Younger audiences behave differently and expect different experiences. Influencer marketing is a good example. In markets like Brazil, operators that embraced influencers early gained an advantage.
Finally, global scale helps, but only if organisations can properly share knowledge internally. If something works in Croatia, for example, how do you make sure teams in Georgia or Alberta can learn from that success? Tat ability to adapt and share expertise quickly will become increasingly important.
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