Personalisation and AI were widely discussed topics at the SBC Summit in Lisbon, as the personalisation economy continues to thrive not just in iGaming but in the wider entertainment industry.
Viktoriia Grygorenko, CEO of The Playa, highlighted that the journey to personalisation, especially when utilising AI, can commence even when data is at a minimum.
At activation level, interactivity can begin as predictions can be made based on previous player’s engagement trends. This is something that has been mirrored in other digital platforms, where the platform gets to know the player’s profile, trends and preferences as they grow their presence on the platform.
However, whilst excitement is undeniable around the future prospects of AI in the iGaming experiences, warnings were vociferous when it comes to balance and retaining the human touch.
Phyllyp Sedicias, Country Director for Click Hunters, highlighted that because of the sheer speed of AI, supervision is nothing short of essential, as mistakes can significantly snowball without detection. He revealed that this can also be triggered by the human touch, specifically when the prompt into the AI is lazy or under-researched.
Strictness is essential to utilising AI in an effective way according to Cristina Turbatu, Chief Technology Officer at Casumo, who emphasised that AI without an effective understanding can lead to unpredictable outcomes.
Turbatu detailed that at Casumo they are undertaking vigorous efforts to ensure that staff are trained on AI, to ensure the best possible outcomes are achieved.
According to André Sapuca, Principal Product Manager at BetMGM Brazil, Brazilian regulators have taken the same stance on sanctions when it comes to penalising AI mistakes.
He stated that from an industry perspective, they are clearly tied to the use of AI – pointing out that while humans make mistakes as well, when AI is prompted poorly, those errors will inevitably surface.
Sapuca notes that he has seen issues ranging from bonus offers to social media posts that simply didn’t make sense.
“It was obvious the content had been generated by AI, but what was more concerning was the lack of oversight – raising the question of whether anyone had properly proofed the material before publishing,” he said.
For Sapuca, the problem doesn’t lie with AI itself, but with how it’s deployed. If people prompt AI in a lazy or careless way, the results will only reflect that. What stood out here as a glaring error is a simple lack of oversight in the usage of AI.
In terms of the future usage of AI, Sapuca stated that it can enable scalability at speed and bring players and integrate player predictions during a session – almost eradicating player frustrations.
