The gambling industry will fail to get the most out of AI technology if it continues to see it simply as an optimisation tool, according to Slotegrator’s COO, Olga Ivanchik.
Speaking to iGaming Expert, Ivanchik emphasised that AI must be embraced as a core part of a company’s strategy, as she pointed to the utilisation of other sectors to expand its use throughout the customer experience.
She said: “Too many companies are satisfied with leaving AI tools as an optional add-on. They view AI simply as a means to increase efficiency and improve UX.
“Clothing retailers offer digital personal shoppers, health apps customise meal plans and exercise routines, and streaming services curate media according to the user’s tastes.
“These use cases certainly boost sales and increase retention. There’s no doubt that soon they’ll reach a point where they smooth the customer journey so much the user isn’t even aware of them.”
Looking at how a similar shift can take place in iGaming, Ivanichik emphasised that brands that release ‘AI-first products’ will be the ones who succeed in the increasingly crowded iGaming space.
“When you shift from using AI to optimise established processes to building strategies based on AI’s capabilities, you can create features like table games with AI dealers, real-time odds and pricing models, and hyper-personalised game lobbies. This isn’t just elevating an experience; it’s creating a new experience all together,” she added.
Fraud detection and player behaviour monitoring
Alongside optimising the customer journey, AI can also be utilised to detect irregular player behaviour and analyse customer documents for fraud.
Ivanchik explained: “Now that cybercriminals have techniques such as deepfakes and synthetic IDs (fake identities composed of real, stolen personal data), mere automation isn’t enough. It’s easier than ever for fraudsters to slip through your defences.
“Once they’re through your defences, their patterns of behaviour are barely different from those of a real player, and even a trained security professional might struggle to detect them. That is, until, of course, the damage has already been done.
“An AI model integrated into your back office can also provide ongoing behavioural monitoring and response according to presets. By going a step further, as we have in our platform, an AI assistant can quickly analyse the available data, and not just provide an overview, but make strategic recommendations on next steps.”