Artificial intelligence has had a massive impact on the iGaming industry by changing almost every area of the user experience and revolutionising the way providers do business.
You’ve most likely encountered an AI chatbot by now. They are designed to make customer service more efficient, but the uses for AI in iGaming don’t end there.
AI is behind recommending the right games to players, customising their marketing experience and helping the industry to combat security issues.
Now, it’s making a foray into the responsible gambling world to enhance player safety. In 2025 alone, there have been significant partnerships reached between AI companies and iGaming providers that aim to use the technology to support earlier interventions.
Let’s review what iGaming expert Giuseppe Faraone means when he talks about the revolutionary impact that AI has had on the industry and where it’s set to take things in the future.
Making Customer Service More Efficient
We’ll start with the place you’re most likely to have seen AI being implemented in the customer service sector.
Although the first chatbot dates back to an automated psychotherapist program developed by Joseph Weizenbaum in 1966, it’s only been in recent years that the technology has really exploded.
Following the introduction of the first AI assistant, Siri, in 2011, we’ve seen AI chatbots become a part of everyday life. The launch of ChatGPT at the end of 2022 marked the adoption of AI by the mainstream, with one million users trying it out within just the first five days of its launch.
AI Chatbots in the iGaming Industry
Now, when you need help at an iGaming site, you’re more than likely to be greeted by an AI chatbot.
By using the live chat function of a site, you can receive near-instant responses from a chatbot. The AI uses the information found on the site it serves, as well as the rest of the internet, to give accurate answers.
While there’ll always be complex cases that require a human customer service representative to solve them, AI can be used for straightforward queries, which helps to shorten the wait time for a human worker.
Having efficient customer service is especially important in the iGaming industry, as there can be pressing concerns over player safety and security.
Always Learning and Improving
Easily one of the most impressive features of AI is its ability to learn from previous interactions, which is called machine learning.
It’s no secret that sometimes AI struggles to respond to a query especially when it’s asked in a way it doesn’t recognise. Machine learning means that the AI can improve for the next time a customer asks the same question by expanding its knowledge through association.
Personalising Player Experience
If you enjoy spinning slots, you might have noticed that you’re frequently recommended and advertised other slot games. That’s because AI can analyse data associated with your past behaviour to determine your preferences, such as which sites you’ve visited and which games you return to.
Once it knows what you already enjoy, AI can adjust the recommendations and ads you see to better appeal to you. For players, this means a more customised experience, which allows them to more easily find the games they are interested in.
One Step Further With Agentic AI
Although agentic AI is still partially under development, it could be an exciting proposition for the future of marketing!
This alternative form of AI gives the algorithm more autonomy by allowing it to independently make decisions.
When it comes to marketing, we could see this implemented in the near future to automatically distribute materials. Once the AI has determined the player’s preferences, it could automatically send them marketing materials which appeal directly to them.
Helping to Combat Fraud
Fraud is a significant concern in the iGaming industry as providers lose an estimated £1.2bn a year to it! It’s also a problem that’s on the rise, with reports increasing 64% year on year between 2022 and 2024 according to Sumsub’s iGaming fraud report. The most common kind is known as bonus abuse, which involves a user creating multiple accounts to claim the same bonus more than once.
How Can AI Help to Fight Fraud in iGaming?
Once again, AI’s ability to analyse vast amounts of data in a short span of time is what makes it so influential in the fight against fraud. It can spot suspicious patterns that a human would never realistically be able to, such as accounts that are active around the clock. When it comes to bonus abuse, it’s able to flag accounts that share the same details or originate from the same IP address.
AI Can Also Be Part of the Problem
While AI is being used to tackle fraud in the industry, it can also contribute to it.
Those wanting to cheat the system can use AI bots to continually play, giving them a distinct advantage over other players. The bots are able to make decisions faster than humanly possible and use algorithms to determine the best choices.
There have also been cases of AI being used to generate deepfakes to help players pass the Know Your Customer process.
All UK players must go through the KYC process, which requires providing personal details such as their date of birth and address, as well as uploading supporting documents for verification. The use of AI-generated deepfakes to pass this process is especially dangerous, as it can allow underage individuals to create fake documents to pass checks.
AI’s Introduction in Responsible Gambling
In May 2025, Mindway AI announced a partnership with BetComply with the goal of incorporating AI into responsible gambling.
BetComply is a big name in the iGaming industry as one of the top consultants in regulations, which helps providers to quickly adapt to changes. Earlier in the year, the AI company announced another significant partnership with iGaming giant Midnite.
A central focus of the two collaborations has been GameScanner, which is a tool that helps operators identify the early stages of at-risk behaviour. It allows for quicker intervention and more effective support for players showing signs of developing problems with gambling.
Mindway is already responsible for monitoring 9.2 million players a month in 14 different languages. This new partnership means they’re set to expand to monitor even more.
How Does GameScanner Work?
The scanner is based on data gathered over 10 years of neuroscience research, thousands of players’ behaviour patterns and insights from gambling experts.
Put simply, the algorithm has an accurate picture of the average pattern of behaviour based on scientific and expert insights. If a player’s behaviour strays from this average, the algorithm can flag it.
When determining player behaviour, it looks at a carefully balanced range of factors, including time spent playing, binge gambling, chasing losses, cancelled withdrawals and nightly play.
Mindway estimates that GameScanner leads to early detection of problem behaviour in an incredible 87% of cases. It could help to revolutionise responsible gambling by allowing providers to offer intervention before high-risk behaviour has even fully developed.
What Do the Experts Have to Say About AI and Responsible Gambling?
Giuseppe Faraone is an iGaming expert with over 10 years of valuable industry experience, which is backed by a degree in Communication and Digital Media from the Università degli Studi Guglielmo Marconi. He’s one of the most trusted voices in the industry, and players can enjoy his insights through his articles on CasinoTopsOnline and his book The Untold Story of Online Gambling.
Faraone highlighted the exciting potential of AI in responsible gambling:
“The partnerships between Mindway and iGaming providers are really important because they could be the start of AI assisting in responsible gambling. Putting the tech’s abilities to good use to detect problematic patterns would be an important step for the industry.”
How Have AI Tools Changed the iGaming Industry?
The impact of AI has been felt across the iGaming industry by both players and providers alike. It’s used in more ways than we realise, including in AI chatbots in customer service, algorithms which determine better recommendations and to enhance industry security.
The next move for AI seems to be to support responsible gambling, as Mindway AI has announced a couple of partnerships with iGaming companies this year.
Mindway’s GameScanner uses AI algorithms to detect signs of problem gambling behaviour in the earliest stages, allowing the provider to offer more efficient intervention.
Experts like CasinoTopsOnline’s Giuseppe Faraone indicate that this could be a significant step towards the industry incorporating AI into the promotion of responsible gambling, which is an important move to better protect players.
