IAGR2025 session:
AI and responsible gambling – shaping the future of player protection
As digital transformation accelerates across gambling markets, regulators face growing pressure to strengthen player protection while supporting sustainable industry growth. This session will explore how artificial intelligence and behavioural analytics are transforming responsible gambling through early risk detection and personalised interventions.
Drawing on real-world examples and academic collaborations, we’ll examine how AI systems analyse behavioural indicators to identify at-risk players before serious harm occurs. We’ll also share insights from ongoing research into the effectiveness of AI-driven interventions, including how different approaches to messaging influence player behaviour.
The discussion will cover emerging applications of AI, from 24/7 personalised chatbots to sentiment analysis and reinforcement learning, and highlight how over 20 jurisdictions have already integrated behavioural analytics into regulation.
Attendees will gain practical recommendations for fostering collaboration among regulators, operators and researchers to develop ethical standards for AI, support data sharing and ensure that technology complements—not replaces—human expertise.
Mike will be joined by Francesco Rodano, Chief Sustainable Gambling Officer, Playtech, United Kingdom.
About Mike:
Mike Murchison is CEO of Ada, an AI customer service company making service extraordinary for everyone. As a transformation partner and platform, Ada helps enterprise companies deliver experiences people love by accelerating their AI maturity and improving agent performance. Since its founding in 2016, Ada has powered 5.5 billion customer interactions for brands like Square, YETI, and Monday.com, saving millions of hours.
Recognized by Forbes 30 Under 30 and EY’s Entrepreneur of the Year program, Mike is also a Fellow at Creative Destruction Lab.
