AI is changing the economics of innovation for casino brands

Artificial intelligence isn't about replacing people in iGaming. It's about giving people better tools and changing what teams can achieve.

The biggest opportunity AI presents isn't simply automating existing processes. Working across Genting Casino Online, I've seen first-hand how quickly teams can now move from an initial idea to creation, testing and ultimately putting it into use.

When you can turn an idea into a working prototype in days rather than months, you can test more ideas, learn faster and make better decisions about where to invest your time and resources.

AI at the heart of innovation

One example for us was the development of a Roulette Betting Calculator.

The project had previously been estimated to cost thousands of pounds and take several months to develop. Using AI, we created a working version in around a week.

Since then, we've applied the same approach to a range of projects across the Kinetic Digital brands, using AI to develop customer-facing tools and improve internal workflows.

On Gambling Zone, we've introduced a number of tools, including roulette, blackjack and sports betting calculators, alongside a Casino Comparison Tool that allows users to compare selected operators and their offers.

What's really changed is the speed at which you can explore an idea.

Previously, you might have an idea for a useful tool but have to go through a lengthy development process before knowing whether it was worth pursuing.

AI allows you to get much closer to a working product much earlier. That means more opportunities to experiment, learn what works and build better experiences for customers.

We're also using AI across Kinetic Digital for campaign planning, data analysis, customer journey mapping, product requirements, copy development, research and early-stage creative work.

However, I believe the growing role of AI will make human expertise more important, rather than less.

AI and the role of human expertise

In a regulated industry such as iGaming, AI-generated outputs still need human oversight to ensure accuracy, compliance, brand consistency and suitability for customers.

The biggest opportunity isn't replacing people. It's giving them better tools.

AI can take away some of the repetitive and time-consuming work, allowing people to spend more time on strategy, creativity, judgement and specialist expertise.

Looking ahead, I think the next stage of AI adoption will involve businesses creating systems that understand their individual brands and operations, rather than relying solely on general-purpose AI tools.

At Kinetic Digital, we're exploring dedicated “brand brains” for our individual brands, bringing together brand guidelines, tone of voice, product knowledge and campaign information in one place.

The aim is to make it easier for teams to access brand knowledge and use AI across content, campaigns and other projects, while retaining the human oversight required in a regulated environment.

I expect AI to become an increasingly important driver of innovation and efficiency across iGaming over the next three to five years.

If it allows teams to spend less time on repetitive tasks and more time developing ideas, solving problems and creating better customer experiences, that's where I think the real value of AI in iGaming will come from.