ARTIFICIAL INTELLIGENCE


AI in iGaming: The shift from automation to interaction


For years, most uses of AI in iGaming have been invisible to the player. The technology has largely sat in the background, helping operators detect fraud, support KYC, fl ag risky behaviour, optimise bonusing, and improve internal decision-making. All of that is important, but it is not where the real transformation will be felt by the end user.


T


he next phase of AI in iGaming is not just about automation. It is about interaction. That means AI moving from


being a back-offi ce effi ciency tool to becoming part of the actual player experience. In my view, this is where the category starts to become genuinely exciting. The question is no longer, “How can AI help us run the business more effi ciently?” It’s “How can AI make the betting experience more natural, more relevant, and easier to complete?”


This matters because player expectations have changed. People are increasingly used to conversational interfaces, personalised recommendations, and low-friction digital journeys in almost every part of their lives. Betting will follow the same path. Historically, the


sportsbook experience has been built around navigation. Search for an event. Open a competition. Find a market. Select an outcome. Add stake. Confi rm. It works, but it often asks the user to think in the language of the product rather than in their own language. AI changes that.


A NEW INTERFACE LAYER


Instead of forcing players through menus, filters, and


page flows, conversational AI allows them to express intent naturally. A user can simply say what they want, whether that is a single bet, a same-game parlay, or a more nuanced position, and the technology can translate that intent into a structured, compliant bet slip.


That is where AI stops being a feature and starts becoming a new interface layer. The opportunity for operators is signifi cant. If you reduce friction at the moment of intent,


you improve the likelihood of conversion. If you make the experience, feel more intuitive, you increase the chance of repeat usage. In other words, AI has the potential to improve both conversion and retention, not just internal effi ciency.


This is especially relevant in a market where operators are under pressure from regulation, tax increases, rising acquisition costs, and tougher competition. The industry cannot rely


forever on more traffi c, more bonuses, or more noise. Growth increasingly comes from improving the quality of interaction and the effi ciency of the journey.


That is why I believe the most important AI applications in the next 12 to 24 months will be those tied to measurable business outcomes: better conversion rates, improved retention, stronger personalisation, and faster paths to action.


STRONG INFRASTRUCTURE Of course, the foundations still matter. None of this works without strong infrastructure underneath it. Real-time pricing, market mapping, risk checks, compliance controls, and accurate execution all need to function seamlessly in the background.


The front-end experience may feel simple, but the operational layer behind it must be robust enough to support regulated, real- money environments.


The winners in this next phase of AI will not necessarily be the operators shouting loudest about innovation. They will be the ones using AI to remove genuine friction and improve real customer outcomes.


The future of AI in iGaming is not just smarter back offi ces. It is smarter conversations, smarter journeys, and smarter execution.


That is where the real value will be created. GIO APRIL 2026 27


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34