iGaming Republic: How has AI integration impacted your workforce, and what steps have you taken to retrain or redeploy affected employees?
Liam Hoofe: While I do not manage the workforce, I have played a role in the implementation of AI in GameOn’s workflow and the development of GO Intel. Speaking from personal experience with AI, I now spend significantly less time gathering information for content and reports, allowing me to devote more time to creative activities.
I think it’s also really important to train your teams how to use AI. There is still resistance towards this technology, but I think that those who don’t embrace it will fall behind. The genie is out of the bottle, and outside of an intense clampdown, it is not going back in. Businesses should find ways to support their teams. Chat with your colleagues, share your experiences with the technology, and find new ways to make everyone’s work-life more efficient.
iGaming Republic: What transparency measures do you provide to players regarding how AI influences their gaming experience?
Liam Hoofe: The debate around AI and transparency is something that I’ve no doubt most companies have had. As I’ve mentioned, there is still considerable resistance towards AI, and some businesses or players are hesitant to be involved with companies using it.
In my opinion, honesty is 100% the best policy. If you’re a company using AI to refine the graphics of your games or help script the dialogue, be upfront with your players about it. Likewise, if you’re a marketing agency or an operator using the technology to streamline your workflow, embrace it.
iGaming Republic: How do you balance the efficiency gains from AI automation with maintaining the human touch within your business?
Liam Hoofe: AI is brilliant at gathering intelligence and identifying patterns and opportunities within data. However, what it lacks is the ability to offer actionable insight, and it certainly doesn’t possess the same industry experience as our team.
Our approach for GO Intel is simple: AI gathers and processes intelligence, and our team interprets it. AI is incredibly skilled at processing news sources, providing regulatory updates, and breaking down data. As a team, we then analyse its findings and provide actionable advice and insights based on our own experiences.
iGaming Republic: What role should regulators play in defining the ethical use of AI, and are current frameworks sufficient to keep pace with the speed of technological development?
Liam Hoofe: Keeping pace with AI development is going to be a headache for regulators. It’s going to be an extremely difficult balancing act that involves implementing restrictions that keep players and businesses safe, while also not stifling innovation. I think the key to this is ensuring that regulators and governments have personnel in place who understand the technology. You need people who understand the pros and cons of this technology; otherwise, it will lead to problematic regulations.
iGaming Republic: How do you see the regulatory landscape evolving around AI use in iGaming? Should there be industry-wide ethical guidelines for AI use?
Liam Hoofe: I believe there should be global ethical guidelines and practices in place for the use of AI, not just in iGaming. If we are going to maximise its potential, everyone needs to be on the same page. If one regulator is loosening the shackles and another is imposing restrictions, operators will simply go where they think they can make the most money.
Industry-wide regulation is probably a pipe dream, but if the major regulators can get on the same page, we will see steady, controlled growth that benefits everyone while also ensuring safety.
iGaming Republic: How can AI be used to enhance the player experience in a positive way?
Liam Hoofe: I think we will see AI impact the player experience in two main ways: personalisation and improved responsible gambling. Hopefully, AI can be used to make the industry more proactive towards responsible gambling. It can help identify early warning signs and trigger interventions. It can also be used to help detect things like fraud and bot activity, all of which will help make a safer environment for players.
From a gameplay perspective, I think personalisation will be the biggest benefit. Operators and developers will be able to use AI to create a more personalised experience for players. iGaming has been behind services like Netflix and Spotify in this respect, and AI can help change the way it makes suggestions and curates the player experience.
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