The Influence of AI in Gambling
AI can provide a personalized experience for users via algorithms and user data analysis. Having a machine learning model understand a player’s behaviour on a gambling platform can raise questions of an ethical and regulatory nature, specifically, it sets off red flags about user autonomy, transparency with algorithms, and what is being done to protect players who are showing signs of problem gambling.
Gambling operators rely on the users who are betting consistently and frequently, as well as bettors who have tendencies to increase their wagers. It can seem predatory when a customer’s spending history and data is being used for online behavioural advertising (OBA).
Many companies leverage their customer data to send personalized and targeted marketing messages. Usually, this is done by humans and over a period; AI can do this almost instantaneously.
Consequential at the least, personal data can be used against customers in a harmful and destructive way.
A recent article from The New York Times shares about DraftKings and their recent endeavours with using AI. DraftKings is using AI to target frequently losing customers in hopes to get them to change their mind about stopping by using online behavioural advertising.
Rather than using this technology to protect people, DraftKings has pursued the route of profit instead.
How does AI affect gamblers?
Aside from learning player behaviours, AI can discover moments where a player is emotionally vulnerable.
AI models learn from their own algorithms. It detects when a player has been on a losing streak and is about to log off. AI systems can make bonus offers to be formatted around a recipe of timing, value, and personalized content based on the player.
It is important to remember that all these background systems are invisible to all players.
When players receive incentives and rewards, it triggers a different type of mental conditioning. Like social media and video games, intermittent reinforcement is used by AI to create a merry-go-round of psychological dependence.
People who use gambling as a stress reliever or use gambling to regulate their mood can be especially at risk. Risk perception can be altered due to the conveniently timed bonuses, leading people to carry out gambling-related consequences they used to be able to avoid.
If you are worried about someone’s gambling or just need to talk, the Saskatchewan Problem Gambling Helpline is available.
Call 1-800-306-6789
Text (12:30pm to 5:30pm) 1-306-400-2785