AI and the industry: how new tech could shape the sector
YouGov’s Oliver Rowe dives into the public perception of AI’s future role in the industry, from improved odds to customer service
Artificial intelligence (AI) has taken consumers and businesses by storm in the past few months since the launch of ChatGPT and other similarly advanced tools. In addition to offering new opportunities for enhancing user experiences and optimising decision-making processes, AI could also have applications in the gambling industry. Here, we explore the appetite for AI-based gambling assistance tools and explore their implications for both players and industry stakeholders.
Nearly two in five bettors in the UK express a willingness to pay for AI-powered gambling assistance tools (38%). While half of the audience is unwilling (51%), the data highlights a significant interest in AI betting tools, and, alongside one-tenth of bettors (11%) who haven’t yet formed an opinion on the subject, the indications are there is a strong market potential for such innovations. Bettors are defined as those who participate in gambling activities at least once a month.
Interestingly, gamblers who place wagers on slots, poker or casino games are far likelier than other types of gamblers to be willing to pay for these tools. Nearly three-fifths of them (59%) say they would pay for AI assistance compared to just 42% of sports gamblers and 32% of those who place bets of other kinds.
Our data further reveals the circumstances under which gamblers would be prepared to use an AI tool. Half of respondents say that they would be interested in paying for an AI tool after trying it for free during a trial period, while three in 10 are willing to pay for a monthly or yearly subscription (29%). More than a quarter believe that their online betting operator should offer it for free (27%).
The same percentage expresses a willingness to pay if the AI tool was promoted by a person or company they trust. Nearly a quarter of respondents are prepared to shell out for a one-time payment option (24%).
AI in action
The application of AI in betting might have use cases beyond simply offering tips to users. For instance, such tools might be able to use the data collected to identify and alert gambling companies about problem gamblers more quickly and could potentially help crack down on money laundering more efficiently. And a plurality of gamblers would support such a use case.
Two-fifths of all gamblers (41%) view monitoring the activities of bettors, facilitated by AI, as a positive move. A nearly equivalent number (39%) endorsed the application of AI for tracking cash inputs and withdrawals to counteract money laundering attempts.
Just slightly less than two-fifths (38%) see AI’s potential in monitoring betting patterns to detect and curtail illegal market rigging as a beneficial use of the technology. More than a quarter of gamblers (27%) consider the enhancement of odds offered on sports through AI as a positive step by betting companies.
However, there is also a different perspective. A quarter of gamblers believe that improving online chat facilities for customers, enabled by AI, would be a benefit, allowing customers to converse more effectively with their providers (24%). Lastly, just over one in eight gamblers (13%) view the potential increase in the number of real-time betting markets, facilitated by AI, as a positive.
As the gambling industry continues to evolve, the integration of AI holds promising prospects for both players and industry stakeholders alike. It will be really interesting to see if and how betting companies go about implementing these use cases.
Having worked for YouGov for over a decade, Oliver Rowe has advised companies including Tesco and Barclays on their reputation management. He now brings that experience to a sector which includes the betting and gaming industry in his role as global sector head for leisure and entertainment.