Tech talks: Bringing ChatGPT into our industry

In its essence, ChatGPT is an AI module that was developed at the close of 2022. Having a ready-made AI tool might sound like a massive step into the future, but first, let’s deal with the principal question, what is the use-case of the product?

Essentially, ChatGPT is a ready-made copywriter that answers any and all questions. So, immediately you’d think ChatBot. That, however, is nothing new for us. We’ve had robotic ChatBots deployed by the likes of Betfair for years, and they (mostly) work.

So instead, can it be ChatBot 2.0 that can write you in-depth articles?

Not really. Ask it a question about something you don’t know, and it’ll give you an answer that will help you understand the subject, but nothing more. What it misses is the human value-added element that adds insight – meaning that it will always lack the intelligence that would be delivered by a person.

How about betting tips? Well, it would seem that ChatGPT is duty-bound by its parameters not to go there. The best we got was a diplomatic response that “betting outcomes can be highly unpredictable” – as well as suggestions for how to study the form to make your own informed decision. Not only that, but arguably having a robot take control of your financial decisions (including betting), may not be the best idea.

So, onto the positives, where do we see it making a difference?

Well, step one, we can talk affiliates. One of the key drivers to betting sites in sports are betting articles that focus on betting questions that are typed into Google, “how does overs/unders’ markets work?”, “What is each-way betting?” and everything else.

If you’re running an affiliate network of 50+ betting sites, you can instantly use ChatGPT to generate reams of content which will provide the betting articles you need to draw traffic, all as slightly different versions so they don’t fall under the beady eye of the Google algorithm. Then, via your own generated banners (thank you DALL-E), you can drive traffic to your casino and/or sportsbook of your choice.

This approach is certainly going to be very interesting for SEO agencies too, which will be able to create multiple different versions of the same article over and over again, all with the key SEO words scattered throughout in different places to fool the Google algorithm we’ve already mentioned for blocking generic copy.

Capturing creativity

It can also be great for creating advertising content. DALL-E, which is also another product of OpenAI (ChatGPT’s creators) offers exactly that.

DALL-E, just like ChatGPT, is a deep-learning module, this time for design. By creating digital images from natural language descriptions, known as “prompts” – you basically have an iRobot-style designer on hand.

Speaking of advertising, not only will it save a fortune on those flogged-to-death stock images so pervasive everywhere (“man celebrating goal”) and the like, but you can also generate visuals of similar likeness to football’s biggest stars without impeding on the imaging rights.

You can also do the same for casino marketing, creating any and all imagery that you want to promote your casino and provide targeted ads in any way you want, all without the costs of an entire design department.

All you need to do is input the parameters you’re looking for (i.e. the “prompts”) and you’ve got a whole banner campaign ready and waiting.

Legal speak

Back to ChatGPT though, and next up, another key area that connects nicely with basic copy generation will be your compliance and legal departments. This is one area where generic copy (and reams of pages) has a real use-case.

Using OpenAI to undertake all the legwork in putting together a generic contract can save a serious number of legal hours billed. ChatGPT gets all the points across, knows all the legal languages, disclaimers and terminology, and it takes just 20 minutes to get a document of this quality.

Of course – we need to remember that ChatGPT can only help with the structure and general legal terms, but again – it’s the human value-added element that you’re always going to need. In this case, it can create the framework of a contract, but it will always require a legal expert to be able to ascertain if it’s correct.

So fear not, AI is here to help, not put you out of a job.

Whether it’s a legal contract, an SEO-rich article for affiliate sites, or even DALL-E doing your graphic design, what’s always going to be missing is a human to evaluate the produced content to judge if it is correct.

Yes, OpenAI will no doubt be a massive work multiplier in terms of being able to scale your content, but we’re still not at a point where AI can ever judge the quality of output like a human can. This is where we’re irreplaceable (for now).

So, in short – can ChatGPT and OpenAI be a game changer for our industry? In many ways yes – but we’ve got a long way to go before robots take over.

What is huge is the savings in cost and efficiency, but just like all robotic process automation, it can only operate in a defined set of parameters which will, for the foreseeable future, always still require an intensive amount of human input. Call it semi-automation if you will.

To conclude, rest easy and celebrate the time that ChatGPT will save you – and if you’re looking to innovate in our industry, hopefully I’ve imparted a few interesting ideas. In the meantime, I can promise that robots are not going to take over (just yet).

Alex Kornilov is the CEO and founder of Betegy. Betegy provides global betting operators and media outlets with analytics and data visualisation by generating instant, high-quality personalised content using machine learning. Betegy’s clients include the likes of ESPN, Yahoo Sports, bwin, Parimatch, Tipico and Sportsbet.io.