INDUSTRY INSIDER: MARK MCGUINNESS
we must consider the broader implications. What happens when AI outperforms humans in specific roles? What responsibility do marketing leaders have as this transition accelerates?
It’s easy to view automation purely through the lens of efficiency. However, when roles in content production, data analysis, or campaign management are restructured – or eliminated entirely – a human cost must be acknowledged. The future of AI in marketing is not one of replacement, but rather one of liberation. When implemented thoughtfully, AI enables marketers to move beyond repetitive tasks and into higher-level functions that require creativity, strategy, and empathy. Instead of running reports or managing workflows, our teams can focus on storytelling, brand building, and creating experiences that genuinely resonate.
This can only happen if we take proactive steps. Marketing leaders must ensure their teams are upskilled to collaborate with AI, rather than compete against it. Roles must be redefined to emphasise orchestration, oversight, and emotional intelligence. Transparency must be embedded in every AI model to ensure that decisions are both understandable and ethically sound. Most importantly, we must keep humans in control of the narrative, ensuring that automation enhances – not erodes – the brand’s core values.
REMOVING SILOS AND BIAS One of the most promising aspects of AI adoption is its potential to eliminate structural inefficiencies that have long plagued marketing operations. Departmental silos and political friction, often the root causes of delays and misalignment, can be dissolved when decision-making is decentralised and data is shared freely among intelligent agents. Bias is also a significant issue in human-led marketing teams. From creative preferences to targeting assumptions, bias can infiltrate every
decision-making stage. While AI is not inherently neutral, it can be trained on diverse, representative datasets and governed by ethical frameworks that yield more inclusive and objective outputs. In a global industry like iGaming, where cultural nuances, responsible gambling requirements, and player protection are critical, the ability to make decisions without personal or regional bias could establish a new standard for fairness and inclusivity.
REAL-WORLD APPLICATIONS These concepts are not just theoretical. AI is already integrated into the operations of leading iGaming brands. Predictive churn modelling, real-time user experience optimization, bonus automation, and emotion- driven customer relationship management segmentation are all currently active. AI is being used to localise campaigns across numerous markets in minutes and to monitor responsible gambling flags.
In several projects I’m involved in, we are incorporating AI to enhance what we do and reshape how we do it. From supporting creator-led community engagement to building emotionally intelligent player journeys, we see AI not as a gimmick but as the future foundation of the modern marketing function.
THE CHANGING ROLE OF THE CMO As AI takes over execution, the CMO’s role must evolve. No longer burdened with
micromanagement or cross-functional mediation, the CMO becomes a strategist, a culture-shaper, and a storyteller.
They are now the custodian of the brand’s emotional and ethical alignment, the connector between product and audience, and the architect of how AI and human intelligence combine to create value. This shift is liberating, but only for those who are willing to embrace it.
LOOKING AHEAD: THE HYBRID MODEL
The most successful marketing teams in the coming years will strike the right hybrid balance: a mix of human creativity and machine precision. I envision future teams comprising a few strategic humans, a network of specialised AI agents, and an orchestration layer that ensures continuous learning and alignment.
This structure is not only scalable – it’s resilient, ethical, and built for the speed of change that defines our industry.
FINAL REFLECTION
The real question is no longer whether AI will change how we market; it’s how we will lead through that change. Do we treat AI as a cost- cutting exercise or as a force for empowerment? Do we use it to replace or evolve?
For those of us in iGaming, a sector driven by precision, innovation, and customer intelligence, AI offers the opportunity to build more agile, ethical, and emotionally resonant marketing organisations. It is no longer an add-on. It is the future spine of our strategy and the new heartbeat of our communication with players.
About Mark McGuinness
Mark McGuinness brings over 24 years of extensive and varied experience in digital marketing leadership, specifically advising both private and public operators within the iGaming industry across a wide array of regulated markets. His journey began as a scientist, allowing him to develop a deep analytical mindset that he has effectively applied to the realm of digital marketing. As a recognised authority in iGaming, he specialises in several critical areas, including affiliate marketing, the emerging landscape of Web3, social poker dynamics, and the intricacies of casino gaming. McGuinness is a strong advocate for the integration of neuroscience and behavioural economics into marketing strategies, believing that these fields provide
valuable insights that can drive customer engagement and conversion rates. His comprehensive approach not only enhances marketing effectiveness but
also aligns with contemporary trends in consumer behaviour, making his strategies highly relevant and impactful in today’s digital marketplace.
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