INDUSTRY INSIDER: MARK MCGUINNESS


Beyond the stack: The moral and strategic reality of AI-led marketing teams in iGaming


Artificial Intelligence (AI) is no longer a distant prospect; it’s already here. In the iGaming industry, AI is not just enhancing workflows or automating tasks, it’s beginning to reshape how we build, structure, and lead marketing organisations as our industry insider, Mark McGuinness explains…


player segmentation, the fundamental transformation runs deeper: AI is transitioning from a supporting tool to a central operating layer. As AI matures, we’re witnessing the rise of a new kind of marketing team, where intelligent agents take on defined responsibilities that humans previously managed. This shift has the potential to streamline operations, eliminate human bias, and drive real-time responsiveness across all channels. However, it also raises critical ethical questions about what it means to lead a marketing function in which machines now play an integral role. This change is not just a technological disruption; it’s also a strategic and ethical one.


W 16 MAY 2025 GIO


hile much of the conversation has focused on AI’s tactical advantages, such as campaign optimisation and


AI IS THE NEW MARKETING ORGANISATION


Over the past two decades, I have worked closely with both private and public operators across various regulated markets, helping them scale growth and performance through digital marketing. I have experienced wave after wave of martech innovation, but this feels fundamentally different. AI is no longer just another system added to the stack; it’s evolving into a parallel organisation. Instead of hiring more staff or creating siloed departments, brands are beginning to assemble AI agents that perform high-value tasks with speed, consistency, and accuracy.


We’re seeing AI take on roles such as predictive analytics, identifying player churn patterns and forecasting lifetime value in real time. AI is


generating personalised messages that adapt based on a player’s behaviour, history, and even emotional tone. It’s reviewing content for regulatory compliance, optimizing paid media spending on the fly, and using neuroscience- driven models to test messaging effectiveness – all without manual intervention. These agents work continuously, don’t argue, and never miss deadlines. They communicate seamlessly, operate 24/7, and improve through machine learning. The result is a marketing engine that is faster, more thoughtful, and often more objective than traditional structures allow.


BEYOND EFFICIENCY: MORALITY AND RESPONSIBILITY


While the operational benefits are compelling,


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