AI, a broken promise in the gambling sector?

AI is making its mark in the gambling industry, but its adoption remains uneven and sometimes poorly supervised. According to a recent study by the University of Nevada, structural flaws are stifling its effectiveness.

More than 80% of companies in the gambling sector are already using some form of artificial intelligence. This is one of the major findings of the study The State of AI in Gaming 2026, published by the International Gaming Institute at the University of Nevada, Las Vegas, in partnership with KPMG.

In practice, this adoption remains fragmented. Operators mainly exploit AI to generate content, analyze player behavior, or improve internal efficiency. However, these initiatives do not translate into lasting gains. The study assigns the sector an average score of 45 out of 100 regarding technological maturity.

Kasra Ghaharian, research director at the IGI, summarizes the situation:

“Society is reaching a critical point with AI, and until now, there was no independent basis for understanding the gambling industry’s position.”

Persistent structural flaws

Why such a gap between ambition and results? The study points to several major weaknesses.

Infrastructure remains insufficient, teams lack specialized skills, and long-term strategies are almost non-existent. Most companies test AI on isolated cases without a global vision.

The governance issue is even more concerning. With a score of 30 out of 100, it is the sector’s weak point. Few operators have dedicated AI managers or solid internal regulatory frameworks. This lack of supervision increases legal and ethical risks.

Financial gains still unclear

One of the major arguments in favor of artificial intelligence relies on cost reduction. However, few operators are capable of concretely measuring these savings.

Many acknowledge that they do not have the appropriate tools to evaluate the return on investment. As a result, expectations remain high, but real benefits struggle to materialize.

At the same time, investments in research, patents, and specialized start-ups are exploding. This dynamic indicates that AI will continue to anchor itself deeply in the industry, even if its current effectiveness remains limited.

Very real risks

The study does not just analyze performance; it also points to worrying deviations.

Some automated systems have already caused concrete damage. A case of faulty facial recognition led to an unjustified arrest. In another example, pricing algorithms used in the hotel industry sparked suspicions of anti-competitive coordination.

In the context of casinos and online gambling platforms, these deviations could have even more serious consequences. Behavior manipulation, player identification errors, or biased automated decisions: risk scenarios are numerous.

What is the situation in Belgium?

In Belgium, the Gaming Commission (KSC) already imposes a strict framework on operators. Deploying artificial intelligence today allows for concrete player protection, whether by blocking fraud or anticipating compulsive behavior.

However, the American finding also resonates in the Belgian market. Local operators are experimenting with AI, but its integration remains cautious. Priority is given to regulatory compliance rather than rapid innovation.

This positioning can be seen as an advantage. By moving more slowly, Belgium limits the risks associated with poorly managed adoption.