A global revolution is underway. Despite the outlook, whether it be personal or professional, artificial intelligence is weaving and deepening its influence within modern society.

The gambling industry is certainly not ignoring the vast potential that this brings. Despite this, it could be argued that AI has been nothing more than a buzzword, and the conversations and implementation of such solutions somewhat lacking.

However, a new year brings with it a new dawn, and BetConstruct AI is not waiting around to be at the forefront of a new technological frontier.

In conversation with SBC News, Chief AI Officer, Mushegh Khachatryan, elaborates on the potential impact of a new AI suite that was presented by the company at the SBC Summit in Lisbon, how their overarching vision will ultimately be achieved and what upgrades will ensure that they continue to be a leader within the space.

SBC News: AI is, and will remain, a critical talking point across the industry for some time. How do you view the industry’s usage of such technology at the present time?

Mushegh Khachatryan: AI in iGaming has moved beyond ‘innovation theatre’ and is becoming an operational layer that influences everyday decisions, from how we engage players and optimise journeys, to how we protect margins and manage risk. 

The most advanced operators are already using AI to predict intent, personalise experiences in real time, and identify anomalies earlier than traditional rules-based systems can.

That said, the industry is still in a ‘two-speed’ moment. Some businesses have the data foundation, governance, and internal AI literacy to deploy models responsibly and measure impact. Others are still experimenting with isolated point-solutions, often without enough oversight, evaluation, or clarity around what the model is doing and why.

For me, the key shift over the next 12–24 months will be from ‘using AI’ to ‘operating with AI’: integrated, measurable, and accountable intelligence that improves performance while strengthening trust, compliance, and player protection.

SBCN: Have you witnessed any major faults that need to be corrected, or challenges that need to be overcome, to ensure AI is harnessed in the optimum manner?

MK: The biggest faults we see are rarely about the algorithms. They’re about deployment discipline.

First is data quality and fragmentation. If an operator’s view of the player is split across tools and teams, the model will learn from an incomplete picture and the output will be less reliable.

Second is ‘black-box adoption’. AI can scale mistakes just as quickly as it scales efficiency, so human oversight, clear ownership, and strong testing/monitoring are not optional, they’re foundational.

Third is security and fraud evolution. The same AI progress that benefits operators is also being used by bad actors (for example, AI-generated documentation and deepfakes), so the industry needs to treat AI as a new threat surface as well as a new capability.

Finally, we need shared standards. Trustworthy AI requires governance, documentation, risk management, and AI literacy across teams, not just a model in production. The operators who master this will be the ones who unlock the true upside safely and sustainably.

SBCN: A range of tools and solutions have recently been released by yourself under the BetConstruct AI banner. How and why do you believe that these demonstrate a commitment by yourselves to transforming the iGaming industry’s usage of such technology?

MK: Our view is simple: AI should create measurable advantage, not just generate headlines. BetConstruct AI is built as a suite and not a single feature, it’s designed to help partners predict, protect, and personalise across the full player lifecycle.

• Our AI Game Recommendation System is designed for true personalisation at scale, personalised recommendations that help each player discover relevant content while avoiding ‘one-size-fits-all’ experiences.
• CRM AI focuses on predictive engagement: identifying potential VIPs early, anticipating churn before it happens, and enabling smarter segmentation so marketing spend becomes more efficient and more relevant.
• Umbrella AI focuses on profit and integrity: detecting patterns like negative-NGR behaviour and sophisticated fraud/bonus abuse signals so operators can act earlier and with more confidence.

What makes this a transformation is that it’s purpose-built for iGaming realities and it’s designed to be measurable. We want operators to adopt AI as a performance engine they can trust, audit, and improve over time and not as an experiment bolted onto the side of the business.

SBCN: What would you identify as the key themes of your AI vision? Where do you primarily see major improvements being made?

MK: Our AI vision centres on four themes:

1. Adaptive intelligence (real-time, not retrospective): moving from dashboards that explain the past to systems that anticipate what’s next for growth, retention, and risk.
2. Measurable value: every model should tie back to clear KPIs, whether that’s improving LTV, reducing losses, increasing engagement, or improving operational efficiency.
3. Responsible personalisation: better experiences should come with guardrails, supporting trust, safer gambling goals, and transparent decision-making.
4. Integrated ecosystems: the major gains happen when AI is not isolated. When CRM, risk, product and operations share signals, you stop reacting in silos and start optimising the whole operation.

The biggest improvements will be seen in three areas: predictive CRM (retention and lifecycle management), proactive risk and fraud defence, and next-generation personalisation that feels natural, timely, and genuinely player-centric.

SBCN: How do you aim to evolve BetConstruct AI in the future? What further additions can we expect?

MK: Our major upcoming release is Betting Mate, our sports betting AI offering, which launched during ICE. This tool is designed for operators seeking to provide their players with enhanced, personalized betting events and markets. Moving beyond group and regional favourites, Betting Mate delivers tailored suggestions and accruals to individual players.

The offering includes a conversational AI chat, allowing players to discuss team forms and standings to inform their wagers. Furthermore, we’ve incorporated an express builder where players simply input their desired stake and potential win amount. Our AI then automatically constructs an express bet designed to achieve the necessary multiplier.

Apart from that, our roadmap is focused on moving from prediction to action, not only identifying what is happening, but recommending what to do next in a way operators can control and measure.

In the near term, you can expect further AI-driven optimisation across engagement and content discovery, including smarter message timing and channel optimisation, and deeper categorisation-based recommendations. 

Beyond that, we’re building towards ‘Next Best Action’ capabilities that connect insights directly to practical steps for CRM teams, risk managers, and product owners.

We’re also extending personalisation beyond casino recommendations into broader categories including sportsbook and live content and continuing to evolve the underlying governance: monitoring model drift, improving explainability, and strengthening operational controls so AI remains reliable as markets, products, and player behaviour change.

The end goal is an AI layer that helps our partners grow faster, operate safer, and deliver experiences that feel truly tailored, without compromising accountability or trust.