Quanta – Using AI to build trust within the iGaming ecosystem

Corentin Budy, Program Director at Quanta, believes that if used in the right way, AI can help operators strengthen the relationship they have with their players.   

There are many use cases for AI within the online gambling industry, but I think one of the most important is to foster greater trust within the wider iGaming ecosystem. 

From transparency in RNGs to enhanced security and fraud detection, player verification and anti cheating measures, it can build confidence in a platform and an operator’s integrity.  

Its scope can take in everything from responsible gambling, especially through advanced predictive analytics, to enhanced customer support and even marketing communications with players.  

This is certainly the case when it comes to explaining bonus eligibility and prize payouts – areas that can cause friction and lead to trust issues with the operator. 

But that’s not all. AI can be used to improve privacy by building, developing and maintaining a secure network that is robust and safe from hackers.  

That being said, it needs to be used in the right way, and this is why AI governance is so important.  Organisations need to set clear rules from the get-go and have the checks in place to ensure they are adhered to. AI will evolve incredibly quickly, and there won’t be time to play catch-up.   

For me, ethics and AI advisory boards are must-haves for any organisation that wants to be serious about using AI to not only streamline processes and drive growth, but also build trust.  

AI that is fair, unbiased and accurate  

One of the biggest issues with AI right now, and especially generative AI tools like ChatGPT, is the accuracy of the results generated.  For organisations building their own AI-powered tools in-house, this is an issue that needs to be overcome if consumers are to have faith in the outcomes it delivers.  

How can we get to that point? It’s going to take a lot of rigorous testing and continuous monitoring, as well as validation, data learning and ongoing development.  

For example, recurrent training in data analysis and its interoperability helps eliminate bias while regular audits – manual and automated – ensure algorithms are working and are compliant.  

The wider industry also needs to encourage regulators to set frameworks for AI. Having strict guidelines and requirements alongside certifying AI systems to ensure they are ethical, transparent and trustworthy is the best approach here.  

End users also need to be able to report anomalies or concerns, with these reports fully and properly investigated by qualified experts and third parties.  

Consumer education is a must  

Consumers will – quite rightly – be suspicious about AI if they don’t understand what it is, how it works and how it’s being used to enhance their experience.  

This is why operators need to create clear documentation that’s easy to read and understand, explaining AI, how they are using it and, most importantly, how it’s fair, random and secure. 

A lot of people learn through doing, so interactive tutorials should be offered alongside guides, video explainers and FAQs.  

I’d like to see operators launch things like onboarding experiences or mini-games powered by AI to show players how it works and ensures fair play.  

Just as they are with their operating licences, online sportsbooks and casinos should also be transparent about certifications for their AI systems and showcase them to players. 

Community is an industry buzzword right now, but it has real meaning when it comes to AI – operators should undertake community outreach around their AI usage.  

This could include hosting webinars, writing blogpost and engaging in forums. Finally, I think that unobtrusive pop-ups or in-game messaging to highlight AI safeguards in real-time will work well.  

The human touch  

There are some use cases for AI where human oversight will always be required, and one of these is customer support.  

While AI can help by automating processes and providing near-instant responses to players, human interaction is a must – disgruntled players want to feel heard and valued. 

So while AI can provide the speed of response they are seeking, it’s important that human agents take over once the nature of the query is established.  

Responsible gambling is another good example of how AI and humans need to work hand in hand. AI is highly effective at spotting patterns that indicate a player is at risk of problem play, but the intervention must be done by a human.  

But all this ultimately helps build trust between the consumer and betting brand, so long as it is used in the right way and with a high degree of transparency and authenticity.  The online gambling industry has made a lot of progress in recent years have it comes to building trust with players, but there is still work to be done.  

Until now, I’d argue that AI has done little to improve the relationship between operators and their players, but with the correct approach, I think it can absolutely overcome them.