An Australian Communications and Media Authority (ACMA) report has found the gambling sector is increasingly using AI to advance existing processes and develop new strategies and features.
The report broke down AI usage among operators into four use cases: predictive analysis and odds setting; personalisation and tailored promotions; content, design and new features; and detecting harmful or fraudulent behaviour.
It also grouped the technology into predictive and generative AI, noting the latter was used to assist in the ACMA’s report.
Odds and modelling
AI, the report stated, is being used by operators to predict event odds and that the technology has been improving its model for over a decade.
Adding that it is not only using historical data but processing live information, AI is also being used to generate odds of various sporting outcomes.
The report pointed to developments specifically in Australia, including Betfair Australia claiming AI had increased the accuracy of its odds by 22%.
Customers are also using the technology to inform decisions and manage betting behaviour, but that relying on AI can give players a false confidence in their bets.
Personalisation
Operators are also using AI to personalise content and promotions to players.
By using personalised data, AI is allowing operators to “understand the nuanced behaviours and preferences of existing and potential users”, the report noted.
However, the Australian Competition and Consumer Commission said in a 2025 report on AI that the technology could be used to manipulate consumers into making choices they wouldn’t usually make through “hyper-nudging”, which “involves using a system of dynamically personalised data-driven nudges to shape consumer decisions”.
While operators highlight personalisation as a way to improve excitement and engagement with players, stakeholders have pointed to it as a way of increasing harmful gambling behaviours.
Examples of AI-powered personalisation include Tabcorp pushing in-app offers based on a customer’s behaviours and interests.
Generative AI
In a more recent example of AI being used, firms are deploying the technology to generate advertising content – cutting time and resources to develop and launch campaigns.
It’s also being used to build apps and games, as well as introducing features such as chatbots, virtual reality and non-player characters, with chatbots being used to guide users through the betting process as well as help with account issues.
Sportsbet has launched an AI-powered chatbot, while Ladbrokes rolled out an AI analysis tool for racing.
Harmful gambling
Per the report, the industry is also using AI to detect and intervene when players are showing signs of problematic gambling behaviour.
A benefit of using technology over humans is the ability to monitor a player’s activity in real time as well as the systems being able to detect patterns, such as longer sessions and increased bet amounts.
AI can then place restrictions, provide information about safer gambling, refer players to services and create alerts to encourage breaks and betting limits.
The report noted that Spain’s regulator is developing an AI system to monitor a player’s gambling activity.
“The regulator has stated the system will analyse over 60 behavioural and transactional indicators, including deposit patterns, session frequency and betting preferences. It is intended to provide real-time oversight across licensed operators.”
Meanwhile, operators are using AI tools to detect fraud and suspicious behaviours, such as unusual bets and transactions and actions that resemble automated processes, such as rapid withdrawals.
It is also being used to spot fake accounts and multi-account abuse.
Last year, EGR explored the rise of AI in the industry across multiple verticals and sectors.
The post ACMA flags rising AI use across Australia’s regulated gambling market first appeared on EGR Intel.
Regulator reveals ways in which operators and customers are using technology, highlighting challenges including increasing harmful behaviour
The post ACMA flags rising AI use across Australia’s regulated gambling market first appeared on EGR Intel.