IAGA Summit Berlin: June 10-12, 2025


How is AI supporting responsible gaming efforts?


from scratch, we provide foundational models that they can adapt with their own data. AI in this context helps operators streamline verification while improving security, minimising friction for legitimate players, and meeting regulatory demands.


With bad actors using AI as well, does that complicate detection efforts?


Absolutely. We call this asymmetrical warfare - bad actors use the same tools but without regard for laws or ethics. Tis makes it critical for legitimate operators to reinforce and constantly update their AI-driven defences. Tere’s no room for complacency; continuous improvement in security must be a top priority.


When working with clients, do you find it necessary to give concrete examples of AI applications?


Yes, showing examples is crucial. Many clients approach these discussions with their personal experiences - what they’ve read in headlines or tried with ChatGPT. To align effectively, we demonstrate what’s being done successfully across industries, from gaming to streaming platforms like Netflix. It's about showing what's achievable, not just telling.


Is AI helping address long-standing challenges with regulation and compliance in gaming?


AI is becoming a tool, much like a calculator. It isn’t replacing legal or compliance expertise, but it enhances precision and reduces manual workloads. It enables faster research, better documentation, and supports compliance teams in being more effective - especially critical in highly regulated industries like gaming.


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AI is helping operators better support players by tracking limits, spending behaviour, and flagging potential issues early. It's important that operators use player data responsibly, with clear guardrails. Regulations - like those in New Jersey requiring equal access to data for both marketing and compliance teams - are vital in maintaining that balance. AI should always work in the player’s best interest, reinforcing a healthy operator-customer relationship.


Where are operators today on the AI adoption curve, and how fast will it move?


Te gambling industry is early—probably around seven per cent adoption compared to about 12 per cent in broader tech sectors. However, I expect rapid acceleration. Over the next two years, we could see AI adoption jump to 15–20 per cent, driven by applications in customer service, personalisation, and operational automation. Once early successes are established, momentum will build quickly.


If you were advising an operator on where to start with AI, what would you recommend?


Every operator should start by building an internal intelligent assistant - a smart chatbot trained on their business knowledge: HR policies, product documentation, terminology, sales materials. It improves internal productivity immediately, helps train staff faster, and lays the foundation for broader customer-facing AI initiatives. It’s a safe, low-risk way to integrate AI and see tangible benefits fast.


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