How gambling operators are deploying AI to cut costs, scale support and protect player experience
As regulatory pressure and operational costs continue to rise, gambling operators are being forced to rethink how player support is delivered at scale. AI agents have moved rapidly from experimental technology to a core part of the support stack, but adoption remains cautious, selective and highly strategic.
This third report in SBC Media’s customer support and retention series, produced in partnership with Comm100, explores how sportsbook and iGaming operators are using AI agents today, where trust breaks down, and what the next 12–24 months look like for player-facing automation.
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Why This Report Matters
AI is no longer optional for player support
No operators surveyed said they were not considering AI for customer support. Over half have already deployed or are actively piloting AI agents, with the rest evaluating solutions.
This report examines why adoption is accelerating, what problems AI is being trusted to solve, and where human agents remain essential.
- Which support tasks operators are most confident assigning to AI
- Where AI is trusted at scale and where it is deliberately restricted
- How cost reduction and 24/7 availability are driving adoption
- Why human-like experience is the real battleground for success
Key Findings at a Glance
What the industry really thinks about AI agents
Based on a global survey of gambling customer support and compliance leaders, the report reveals a clear value-volume divide in AI deployment.
Key insights include:
- Strong confidence in AI for proactive engagement and simple support tasks
- Low trust in AI handling responsible gaming or VIP interactions
- Widespread belief that hybrid AI-human models will dominate the next two years
- Minimal concern today about regulation, but major concern around errors and misinformation
The findings show an industry embracing AI for efficiency, but refusing to sacrifice player trust or regulatory safety.
Who Should Read This Report
This report is essential reading for:
- Gambling operators and platform providers
- Heads of customer support and player experience
- Compliance and responsible gaming teams
- Product, CX and automation leaders
- Senior executives planning AI strategy
If you are responsible for scaling support while protecting player experience, this report provides practical insight grounded in real operator sentiment.
What You’ll Learn
Inside the report:
- Which player segments operators trust AI agents to serve
- Where the biggest ROI from AI is expected to come from
- The main concerns limiting wider AI deployment
- How operators define a “good” AI-powered support experience
- Practical recommendations for phased, compliant AI adoption
