- SUMMITS
- SPEAKERS
- MEDIA PARTNERS
- NEWS
Artificial intelligence is having a significant impact across the gambling industry, and the affiliate sector is no exception. From automation to data analysis, AI is changing how affiliates operate, but is AI-driven affiliation always a positive development? And how might increasing automation affect the trust that affiliate programmes have worked hard to build with players?
Few people are better placed to answer these questions than Sebastian Jarosch.
A German entrepreneur and iGaming expert, Sebastian Jarosch founded Mithrillium Media Ltd with one goal in mind: to change the way people view the iGaming affiliate sector. He wanted to make a push towards User Experience and away from simple SEO chasing. That approach has earned widespread recognition. Over the course of his career, Jarosch has received numerous industry awards, including the Casinomeister 2020 Award for Best Casino Group and the EGR Nordics Award for Best Affiliate Programme in 2022, among others.
Q: AI is reshaping the way the iGaming industry operates. Which affiliate processes are most ready for automation?
Sebastian Jarosch: AI is especially useful for affiliates when it comes to compiling data, editing content, SEO, and compliance monitoring. It is also very effective for translating articles and conducting research. Many tasks can be performed much more efficiently with the help of AI, but human oversight is always required to ensure accuracy.
Q: How can AI-driven scoring models improve the transparency and consistency of casino rankings?
Sebastian Jarosch: AI can evaluate casinos against clearly defined criteria in a consistent way, without being influenced by commercial agreements or subjective opinions. When affiliates clearly explain their scoring logic, players can better understand why certain casinos rank higher than others. This creates fairer, more predictable, and more transparent rankings.
Q: Do fairness algorithms remove bias from affiliate recommendations, or risk creating new bias?
Sebastian Jarosch: People tend to trust AI recommendations, but there is also a risk of introducing bias if manipulated or incorrect data is fed into the algorithm. Affiliates must ensure the accuracy of their rankings through human oversight and fact-checking by industry experts.
Q: What datasets are essential for building reliable AI ranking systems, and how do you ensure data accuracy?
Sebastian Jarosch: The most important datasets include licensing, payout speeds, bonus terms, player complaints, payment methods, reliability, and responsible gambling tools. Accuracy comes from cross-checking operator brand sheets with real testing, player feedback, and third-party watchdog sites like Casinomeister.
Q: How can affiliates use AI to identify unsafe or non-compliant operators early?
Sebastian Jarosch: AI can monitor player complaints, collect research data, and detect regulatory warnings. Human testers can adjust scoring, which can then be reflected in rankings by AI in real time. This proactive approach improves player protection and platform credibility.
Q: Do players trust AI-generated recommendations, or is human input still essential?
Sebastian Jarosch: Players already trust AI when they research on platforms like ChatGPT or Google, largely because they assume the recommendations are based on accurate data collected and validated by human testers. AI can’t replace industry experts when it comes to context, judgment, and experience, but it can help compile data into useful recommendations or warnings.
Q: How does automation affect the speed and scale at which affiliates can update reviews, track changes, and monitor operator performance?
Sebastian Jarosch: Automation dramatically increases speed and scale. Content editing, SEO optimisation, and compliance checks can all be performed much faster and more efficiently with the help of AI. Review sites like Casino-Groups use AI to create accurate content and publish more frequent updates.
Q: With AI entering the mainstream, do you foresee affiliates evolving into tech companies rather than traditional media publishers?
Sebastian Jarosch: Affiliates that want to stand out must embrace technological advances and will eventually evolve into hybrid tech-media companies. Content remains king, but it is increasingly powered by data, automation, and personalisation. Technical capabilities now ensure competitiveness just as much as content quality.
Q: How should regulators approach the rise of AI in affiliation? Should there be guidelines for algorithmic transparency?
Sebastian Jarosch: AI must be regulated to ensure transparency and ethical use. Clear guidelines around transparency, accountability, and fairness would help ensure AI is used responsibly. Affiliates should be able to explain the algorithms behind AI recommendations at a high level.
Q: Looking ahead, what will an AI-enhanced affiliate platform look like in the next few years: personalised, predictive, fully automated, or something entirely new?
Sebastian Jarosch: AI affiliate platforms will become highly personalised, data-driven, and adaptive, but not fully automated. AI will handle areas such as SEO, content processing, and personalisation, while humans remain responsible for trust, compliance, and testing. The most successful platforms will be those that balance automation with transparency and accountability.
