Following the success of the first SiGMA podcast featuring EBO's CEO, Dr. Gege Gatt, Trevor De Giorgio interviews Gege for part 2, "AI's Impact in Gaming." Together, they discuss the ethical use of AI, its transformative impact on customer service, its rapidly advancing capabilities, and much more. Below, you can find the key takeaways from both parts of the podcast, providing valuable insights into how AI is reshaping the gaming landscape.
AI's Impact in Gaming
In the second part of the SiGMA Podcast series, Trevor and Gege explore how AI enhances audience engagement through personalised experiences, tackles compliance challenges, and shapes the future of gaming with dynamic customer journeys. Gege also shares his predictions on AI's evolving influence in game development and regulatory landscapes.
Personalisation and Dynamic Customer Journeys
AI enables highly personalised gaming experiences by tailoring gameplay and marketing efforts to individual player preferences. Inspired by models like Netflix's recommendation system, this approach enhances player engagement and retention through relevant content and targeted promotions. Gatt states, "Relevance is king, not content".
AI in Customer Support and Loyalty
AI significantly improves customer support by efficiently resolving issues, thereby enhancing user retention and loyalty. It enables real-time, multilingual, and multi-channel communication between brands and players, reducing attrition and increasing satisfaction.
Generative AI for Marketing
Generative AI allows gaming marketers to produce vast amounts of personalized content, such as texts, images, and videos, rapidly and at scale. This capability helps attract and retain players but also raises concerns about content relevance and potential information overload.
Compliance and Responsible Gaming
AI's pattern recognition capabilities aid in compliance and anti-money laundering (AML) efforts by detecting fraudulent activities and identifying potential problematic behaviours early on. This proactive approach supports responsible gaming and regulatory adherence, ensuring a safe and fair gaming environment.
Ethical and Operational Considerations
The use of AI in gaming operations necessitates careful handling of ethical issues, especially in predictive analytics. While AI offers powerful tools for early intervention and fraud detection, it also challenges operators to balance technological advantages with ethical responsibilities and compliance requirements.
The Future of AI, Ethics, and Gaming
In the first part of the SiGMA Podcast series, they dive into how artificial intelligence and ethics are shaping the gaming industry and Gege shares his insights into why ethical AI matters so much in gaming. Furthermore, he explains how using AI responsibly can make customer service better and solve tricky problems in the industry. Find the main points below.
Ethical AI Importance
Firstly, Gege emphasises the critical role of ethical AI, ensuring decisions are fair and unbiased. This is particularly important in fields like neuroscience and gaming, where vulnerable individuals need protection. He also highlights that ethical considerations are paramount to fostering trust and integrity in AI applications.
AI in Customer Service
AI is revolutionising customer service in the gaming industry by providing immediate and efficient support. This is crucial for customer loyalty and retention. Despite some resistance from markets like Italy, where there is a preference for human interaction, AI's ability to deliver prompt assistance cannot be overlooked.
AI's Future Capabilities
AI technologies are advancing at an astonishing rate, doubling in capability every six months. This rapid evolution suggests that future AI will be significantly more human-like and transformative. Gege envisions a future where AI seamlessly integrates into various aspects of life, offering unprecedented convenience and efficiency.
Addressing AI Bias
Ensuring AI remains unbiased is a priority. This involves using diverse data sets and enforcing accountability among developers and companies. Lessons from past technological failures, such as the UK Post Office scandal, underscore the importance of vigilance and ethical standards in AI development.
Education and AI Integration
The future of education should focus on teaching critical thinking and creativity to adapt to AI's evolving landscape. Gege advocates for an education system that prepares individuals to thrive alongside AI, ensuring human relevance in the job market.
From enhancing personalisation and customer support to ensuring ethical standards and compliance, AI is set to revolutionise the gaming experience over the next few years. Download the full iGaming guide and explore the transformative power of AI today.
