AI meets expertise: a smarter approach to sports and casino content in the UK gambling market
Artificial intelligence is moving rapidly from fiction to fact, with industries worldwide exploring its potential. In the United Kingdom, one of the world’s most established gambling markets, AI is beginning to play a growing role. “From tools that guide players towards licensed operators to systems designed to enhance online safety, the technology is reshaping how people interact with betting platforms,“ explained the affiliate service FIRST.com, adding, “which is why helping gamblers navigate this shifting digital landscape is more crucial than ever.“
How AI is elevating affiliate platforms
The goal of an affiliate platform is to guide both new and experienced gamblers. They not only have to show them a safe and reliable casino/sportsbook, but also one that caters to the individual needs of each player. That is certainly hard when there are hundreds of thousands of gamblers in the country. It is borderline impossible for a team of writers to create curated lists for each of their customers.
This is where machine learning can prove valuable. By interacting with the software, players allow AI to uncover what motivates their choices and behaviour. It could then quickly come up with a list of websites that have features that the gambler likes. The casinos and sportsbooks that are pulled up would, of course, be ones that are already reviewed and tested by the affiliate platform in question. In this case, the AI would not be eliminating jobs at all. Instead, it would make the work of writers and editors much simpler.
Reviewers could also use AI to analyse data and focus on the sports and games that attract the most interest. Determining which table games perform best at online casinos can be challenging. While classics like roulette and blackjack remain popular, newly created original content is also gaining traction. The same issue arises with sportsbooks: although football dominates globally, many fans gravitate toward niche sports that receive less attention. AI could help identify these trends, allowing reviewers to concentrate on specific games and sports rather than taking a broad-brush approach.
Inclusion of AI odds
The release of generative AI is what truly propelled the discussions on artificial intelligence to the forefront of mainstream debates. Some have expressed concern about the cognitive effects that AI might have on younger people. Others believe that generative AI’s effects on the environment are too great for whatever it may give us in exchange. Regardless of these concerns, the proverbial genie is out of the bottle. Generative AI is here, and many are using it to bet on sports.
Sports gamblers around the world have found that machine learning software can generate odds just like a human oddsmaker, provided it is fed the right data. Some have found the result to be effective, while others have taken massive blows to their wallets by trusting these AI-generated odds. It is for that reason that most affiliate websites are not all too happy about supporting or reviewing websites that use machine learning to make sports predictions. The integration of technology in sports is nothing new. Many professionals have spoken about the phenomenon. But why are AI odds any different from those made by humans?
The answer lies in bias — or rather, the absence of it. AI approaches the task without preference, treating each team and outcome impartially. Human oddsmakers strive to eliminate bias as well, but subconscious preferences inevitably creep in. While these biases can sometimes lead them astray, they also give humans a level of judgment and flexibility that AI lacks.
AI as a security tool in iGaming
The digital age has brought about a lot of good. It has made entertainment and knowledge more accessible to the general public. It has also allowed many of us to keep in touch with friends who have moved or with family whom we’ve grown distant from. But there is a downside to rampant digital technology evolution. The problem is that it also gives cyber criminals the tools they need to grow more dangerous. AI has proven as an effective security tool in an age when cybercrime is on the rise.
Online casinos are implementing machine learning software in their security protocols. The artificial intelligence’s job is to monitor the site at all times for any examples of suspicious behaviour. Once it flags a player behaving suspiciously, it can alert human employees who will investigate the problem. If they find evidence of identity theft or spam, they immediately shut the account down and do their best to inform the original user that something has gone wrong.
AI also plays a role in ensuring responsible gambling. The same process applies here. The software flags any behaviour that might be symptomatic of compulsive gambling. It then alerts the people behind the casino that there is a problem. At that point, human employees can choose the direction they believe is best. Some casinos and sportsbooks online even retain the right to forcibly suspend or shut down an account if they see a need for it.
Affiliate programs value the dedication to safety and security on the internet. That is why they often tend to rate iGaming platforms highly if they take every precaution to ensure their customers are safe from both external and internal threats.
