AI in Gambling: How Online Casinos Use Artificial Intelligence

Casinos are finding innovative ways to implement AI across a wide range of areas to help them drive efficiency and accuracy. Here are some of the key uses of this innovative technology that providers are seeking to integrate: 

Player Personalisation 

AI can enable hyper-personalised user experiences by continually analysing gameplay behaviour and activities. This allows casino providers to tailor their game suggestions, bonus offers, and even site layouts to individual users' wants and needs in real time.

Responsible Gambling and Risk Detection

AI tools can constantly monitor play patterns and betting behaviours to identify and flag signs of problematic gambling. This system can automatically activate self-exclusion tools to prevent gambling issues from developing further. 

This proactive automated intervention can help to detect problem behaviours much quicker than relying on the traditional method of manual activity checks. AI risk detection can also help operators comply with stricter responsible gambling requirements by producing audit trails and intervention logs. 

Player Support 

AI-powered chatbots are already a standard feature at many online casinos, providing instant 24/7 assistance in multiple languages. This helps to reduce the demand on human support teams by directing players to appropriate help pages, with the ability to escalate issues to human agents when necessary. 

Fraud Prevention and Security

Operators can now use AI to help them combat fraud and meet anti-money laundering (AML) obligations. Automated analysis of typing speed and click patterns helps to detect bot behaviour or account sharing. 

Know Your Customer (KYC) checks can also be partly automated using AI to read documents and verify player identities. Any suspicious transaction patterns can be instantly flagged for human checking.

Game Development and Testing

Game studios use AI for feature testing, playability balancing, and modelling player retention. This can help them develop more engaging, less volatile games with features optimised for specific market segments. 

The following innovative implementations of AI technologies demonstrate how the industry is rapidly leveraging them to improve player experiences, responsible gambling, and operational efficiency.

Play'n GO

​Play'n GO actively integrates artificial intelligence (AI) into its game development processes to enhance efficiency and innovation. The company acknowledges that AI has already transformed game production and will continue to do so at an increasing pace. Play’n GO is embracing advancements in AI, provided it allows for increased content creation without compromising quality. 

Playtech 

Playtech has integrated BetBuddy's behavioural identification software into its player management system to quickly identify and act to prevent problem gambling behaviours. By analysing player activity, this AI technology can recognise patterns indicative of potential harm, enabling timely interventions and support.  

Pragmatic Play 

Pragmatic Play uses Optimove's AI-powered Opti-X platform to deliver real-time personalised player experiences. This includes tailored game recommendations, dynamic content widgets, and AI-driven search to boost engagement, retention, and lifetime value across its operator portfolio.

Evolution Group

Evolution is leveraging AI and machine learning to enhance its cybersecurity framework, enhancing threat detection and quickly highlighting gaming anomalies across its live casino operations. This proactive approach helps to ensure a secure and fair gaming environment for their players.

While AI is becoming an integral part of online casino operations, it’s important to acknowledge that the technology still has some limitations. 

As with any technology in its infancy, improper implementation or overreliance can lead to significant challenges, particularly in a highly regulated industry like iGaming. 

Hallucinations and Inaccuracies

Generative AI models are known to produce “hallucinations”. These are outputs that appear accurate but are factually incorrect or misleading. This can cause issues in a customer service context, resulting in chatbots providing false information to players. 

When it comes to compliance or risk management, these errors can have major implications, potentially exposing operators to regulatory breaches. 

Lack of Clear Accountability

When an AI system makes a decision, such as flagging a player for potential fraud or suspending a bonus offer, questions arise around accountability. Who is responsible if the system gets it wrong? 

Without clear human oversight and audit trails, AI-driven decisions can create grey areas in both compliance and customer trust.

Creating More Work

Ironically, poorly integrated AI can increase workloads rather than reduce them, as is the intention. Systems that require frequent manual checks, corrections, or double-handling can cause operational inefficiencies. 

If AI tools are not properly trained or aligned with internal rules, teams may end up spending more time fixing mistakes than benefiting from the automation.

As artificial intelligence becomes an increasingly bigger part of the online casino experience, its impact on players isn’t entirely clear-cut. While AI has the potential to enhance gameplay, support, and safety, it also raises valid concerns about fairness, transparency, and responsible play. 

Here’s a quick breakdown of the current pros and cons of AI in iGaming: 

Pros of AI in iGaming

• Personalised game suggestions and offers can improve enjoyment for players.
• Real-time monitoring tools help promote responsible gambling and safer play. 
• AI chatbots provide instant, 24/7 multilingual player support. 

Cons of AI in iGaming 

• Decisions made by algorithms can appear to be impersonal or opaque. 
• Poorly planned implementation can lead to random outcomes or non-compliant practices. 
• Over-personalisation risks nudging players towards higher spends than they can afford.

AI is no longer a futuristic concept, but a foundational technology, rapidly shaping how online casinos attract, retain, and protect players. 

Many successful operators are already utilising AI as a competitive advantage. From streamlining player support to powering personalised experiences and ensuring regulatory compliance, artificial intelligence is helping them to build smarter, safer, and more profitable platforms.

Whether launching your first online casino or looking to scale your existing operation, AI can be a powerful enabler if used responsibly and with human oversight built in. It’s best practice to focus on proven use cases that deliver measurable value and be cautious of trend-driven gimmicks. 

Ultimately, those who integrate AI with care, clarity, and a player-first mindset will be best positioned to thrive in the rapidly evolving iGaming landscape.