How artificial intelligence is changing the casino industry


Artificial intelligence involves teaching computers to have human cognitive abilities such as logic and memory. Its applications so far have had tremendous effects on many industries, not just those in technology-related industries. This article will highlight some of the ways AI has affected and could affect the casino industry.

  1. AI and marketing

Artificial Intelligence has significantly affected how companies market themselves today. This is due primarily to user-targeted marketing and target client persona identification. Let’s look at each of these individually.

What is potential client identification?

Just as the name implies, persona identification refers to the process of a company identifying the target market. They can go through their list of past clients to find out the everyday aspects of their clients and come up with a client persona or client personas. Companies have been doing this for a long time, but AI systems help them narrow down even more.

What is user-targeted marketing?

After client persona identification, companies create ads that specifically target the customer personas they identified. In some cases, some ads work well with all customers; for example, the Intertops casino no deposit bonus might appeal to multiple personas. But, in other cases, some types of advertising may appeal better to some of the clients and not others.

These marketing algorithms deliver ads to people that fit specific customers’ personas for the best effect. Thanks to targeted marketing, casinos are assured a higher ROI (return on investment) from their marketing investment than blanket advertisements.

  1. AI and improved security

Many casino players today appreciate the fact that they do not have to be in a brick-and-mortar casino to enjoy their favorite card games. However, they are also concerned about the security of their personal identifying information. This is especially true since most casinos require their clients’ information to serve them better.

According to statistics from Fintech News, there is a cyberattack every 39 seconds. To help protect their clients, casinos are taking advantage of AI security systems to help protect their clients.

How are casinos using AI to protect themselves?

There are several ways casinos employ AI-powered security systems to enhance their security. First, they use these systems to scan their existing security measures and identify any existing vulnerabilities in the system. Their security personnel can then work at neutralizing these risks.

Second, AI systems are better equipped to monitor their systems and identify any unusual behavior. For example, in the case of a DDoS attack, the security system may notice the unusual traffic and shut down the server to protect itself. The AI systems are better equipped to compare traffic behavior with past traffic analysis and determine if the behavior is unusual while acting faster than human personnel.

How do AI systems protect the casino’s clients?

Casinos can use their AI security systems to protect their clients individually. For example, they can set up Facial Recognition log in security systems so that the system is forced to confirm a client’s identity before they are allowed to log on to their account. Additionally, suppose the system knows the behavioral patterns and details of a particular client. In that case, it may issue a warning in case of unusual behavior like unusual login patterns and even a different IP address. Such tasks may be both tedious and slow if humans perform them.

  1. AI and identifying problem gamblers

This is one potential application of AI in casinos that could be very beneficial for customers. According to the National Centre for Responsible Gambling, approximately 1% of the adult US population has a severe gambling problem. There are several symptoms loved ones of people with gambling problems can see, but in some cases, problem gamblers get very good at hiding the extent of their problem.

Casinos, on the other hand, are well placed to identify problem gamblers. They can look at how long a player spends playing, the statistics of how they bet, and some aspects of their performance in relation to their betting behavior. While it would be hard for casino employees to look at each individual client’s account, an AI system would quickly be programmed to flag specific behavior and flag it for further investigation.

Feasibility of using AI to identify problem gamblers

In theory, the idea of casinos identifying problem gamblers and warning them seems like a good idea. There is no question that these systems can be set to identify problem gambling, so it is also practically possible. The biggest problem stands with the casinos themselves. What motivation will casinos have to flag and ban problem gamblers? After all, the money that these gamblers lose contributes to their profit margins. Some casinos would be hesitant to tell problem gamblers once they identify them.

On the other hand, this type of social responsibility may positively impact the view people have on casinos as casinos themselves would be involved in encouraging responsible gambling. For that reason, this application will likely remain theoretical in the near future.


Many applications of technology in industries today have had a positive effect on how they run, and the application of AI in casinos is no different. This article highlights how Artificial Intelligence is helping and can help the casino industry improve the quality of service they offer their customers.