Artificial Intelligence (AI) has become a powerful tool in a variety of industries. With the proportion of companies offering machine learning driven products and services increasing from 21% in 2022 to 35% in 2023, it’s clear that its use has increased significantly across the UK.
More recently, AI has been introduced to the gambling industry. So, let’s take a deeper look at how AI is being used in the gambling sector and how it’s affecting the UK market.
How AI is being used in the gambling industry
AI has slowly been establishing itself in many areas of gambling. Here are just a few examples of how AI is currently being used within the gambling industry.
Personalised content
AI can track an online player’s behaviours and interests in order to offer a more personalised user experience. As AI continues to develop, tailored game preferences and personalised recommendations will become more accurate, which could further enhance customer satisfaction.
Game development
AI is helping to develop more interactive and engaging games based on player preferences. Using data and analytics, AI is building new games and creating new features that better suit players individually.
Increased security
AI technology allows for real time monitoring that can effectively detect potentially fraudulent or unusual activity. This includes the use of multiple identities to abuse bonuses and picking up anomalies that could indicate foul play.
How is AI affecting the gambling industry?
The use of AI in online casinos is growing, but how is this affecting the gambling industry?
Increased use of online gambling
As AI improves gameplay, provides more personalised features and recommendations, and offers real-time customer support, it is devising a better online experience. Whilst this is beneficial to players, it could lead to an increase in gambling with people choosing to game more frequently and for longer periods of time.
That being said, AI could play a part in identifying problem gambling.
Predicting problem gambling
As AI can analyse user behaviour, it has the potential to predict problem gambling. If a player begins increasing their length of play, starts chasing losses, or is gambling more frequently, AI could detect this behaviour and flag it as a problem.
The future of AI in UK gambling
It’s clear that AI in gambling is here to stay. With the ability to provide more personalisation and enhanced gameplay, online casinos will be able to fine tune their offering and retain more players. The upgraded user experience could lead to an increase in poor gambling habits, however AI’s ability to analyse and track behaviour could flag this at an earlier stage and help prevent problem gambling.
