Artificial intelligence (AI) is increasingly integrated into online gambling platforms, facilitating earlier detection of risky behavior while also raising concerns about the potential for exacerbating gambling addiction. Experts suggest that while multimodal AI models, such as those developed by OpenAI, hold promise as safeguards, their misuse could lead to intensified harm for vulnerable players.
Dr. Kasra Ghaharian, director of research at the University of Nevada, Las Vegas’s International Gaming Institute, emphasized the increased risk associated with the accessibility of online gambling. “You no longer have to get in your car to drive to a casino. You just sit on your couch and download an app,” he stated. “I don’t think there’s anything … about the potentially more engaging or addictive nature of the product.” This shift is particularly concerning for younger users, as research indicates that online access has heightened both exposure and intensity of gambling behavior.
As gambling increasingly migrates to app-based ecosystems, AI’s role has evolved from a mere assistive function to a core component of the systems themselves, capable of flagging concerning behavior. However, the very algorithms designed to detect risk may also drive players deeper into addictive patterns. Dr. Zahra Shakeri, an assistant public health professor at the University of Toronto, noted that traditional detection methods are not keeping pace with the rapid evolution of AI-mediated gambling environments. “To compare this technique with traditional techniques, I would say traditional techniques see the bets, but multimodal techniques would see this story around the bets and that’s where harm shows up early,” she explained.
Traditional safeguards, which often rely on static thresholds like spending limits, struggle to adapt in a landscape where betting options and promotions constantly change. Multimodal AI models, however, can intervene in real time, freezing accounts before casual wagering turns problematic. Shakeri highlighted the inadequacy of traditional methods: “If we only look at transactions using traditional techniques, we catch the harm too late. It’s like diagnosing lung disease only by checking how often someone buys cough drops.” Through a more holistic analysis, multimodal systems offer deeper insights into player behavior and context.
Risks of AI in Gambling
Despite their potential benefits, researchers caution that AI systems capable of identifying vulnerabilities are often built on platforms optimized for user engagement. This duality means risk detection and risk creation can emerge from the same multimodal systems. “We know that the application of AI in this field also is a double-edged sword,” Shakeri remarked. “There should definitely be policy regulations … to target both how AI is being used and how AI can be used to address the problem.”
As players increasingly turn to AI tools for betting guidance, concerns mount over how these technologies influence behavior. Ghaharian predicted the rise of AI-driven betting assistance tools, blurring the lines between guidance and manipulation. “We’re really going to start to see lots of betting assistance and LLM-based products,” he stated, urging regulators to communicate the associated risks clearly to users.
In this evolving landscape, gambling companies are actively employing AI not only to monitor behavior but also to refine intervention strategies. Fanatics Sportsbook has incorporated AI-driven tools into its responsible gaming framework, utilizing a risk-scoring system called Neccton, developed by gambling researcher Dr. Michael Auer. This system evaluates multiple behavioral indicators, enabling responsible gaming teams to prioritize reviews and intervene earlier when necessary.
Anthony D’Angelo, head of responsible gaming at Fanatics, explained that the AI system identifies concerning behaviors, such as frequent withdrawal cancellations, to generate risk scores. “Let’s say you’re somebody who cancels withdrawals often or has a lot of insufficient funds … that would drive your score up, which means that maybe somebody should get involved and do a review of your account,” he said. This proactive approach allows teams to identify problematic trends before they escalate into severe issues.
As AI tools are increasingly deployed within the industry, questions arise regarding the regulatory framework needed to manage their impact. Ghaharian asserted that the next phase of digital gambling will likely see a proliferation of AI-driven assistance tools, making it crucial for regulators to ensure operators are aware of the technologies in play and their associated risks. “I think there might be an opportunity for gambling regulators to specifically step in,” he said, emphasizing the need for safety evaluations of AI systems used in customer-facing scenarios.
The conversation around AI’s integration into gambling platforms is not merely academic; it poses real implications for player safety and regulatory practices. As the technology continues to evolve, policymakers face a critical challenge: determining how AI will shape gambling behavior and what measures are needed to mitigate its risks. “The question is not whether AI will be used,” Shakeri concluded, “it’s what objective we allow it to optimize.”
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