The innovation seen in the AI space is causing positive disruptions in the gaming space
The gambling industry is known for taking advantage of emerging customer trends and innovative technologies, which has led some land-based operators to make a smooth switch to the digital world. Even though artificial intelligence (AI) features have been in use by the gambling industry for a while, what is changing now is the application of this technology. AI can bring gambling operators a great tool to make a solid improvement in their marketing strategies; this technology can determine consumer behavior efficiently. There are some companies like Persado that are enhancing marketing strategies in the gambling industry by applying AI to word choices, to deliver the most impactful advertising possible.
Current applications within the gambling industry include fraud detection, analytics, CRM and player bonusing, among others. However, experts in the AI sector are working on teaching AI systems on how to apply much more creative thinking. According to Paul McNea, director of business development at Persado and an AI expert, “In different sectors around the world, we’ve now proven that not only can AI outperform a human in certain parts of the creative process, we can increase businesses and business conversion by up to 400%.” According to McNea, the company is challenging the belief that a machine can never be as creative as a human.
The method used for AI to do marketing tasks efficiently was through cataloging what works, what doesn’t work and applying data to it. This means that there were efforts made to track every single word, combination of words, phrases and emojis that are used in marketing contexts. According to McNea, this data allows AI machines to use words that can create an emotional response from the targeted audience and, therefore, have better results. “In different sectors around the world, we’ve now proven that not only can AI outperform a human in certain parts of the creative process, we can increase businesses and business conversion by up to 400%,” added McNea.