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Source: SBC Media
In his latest article for SBC News, SBC Media Commercial Director John Cook discusses the growing influence of artificial intelligence in iGaming, the pitfalls that marketers must avoid when utilising this technology and how AI has the potential to shift the B2B marketing landscape.
Artificial intelligence has, without a doubt, become the newest badge of honour across the iGaming space. Every conference agenda has a panel session on AI usage, every supplier claims to be using it, and nearly every new product launch seems to promise an AI-powered solution that will completely transform the way businesses operate.
And for B2B marketers, it’s easy to see why AI may be appealing. It can summarise research in seconds, identify trends in data sets, speed up the campaign planning process and help you achieve consistency across messaging.
In an industry like iGaming, where speed to market can mean the difference between being a market leader and fading into the background, the efficiencies that AI can provide are hard to ignore. But is it a silver bullet to any marketing woes? Not quite.
By no means a replacement
Beneath the excitement of AI, many are starting to look deeper to understand not only where it can help you establish a competitive advantage, but how best to achieve that in the long-term. The answer, increasingly, isn’t relying on AI itself. It’s how intelligently businesses choose to use it alongside their existing systems and processes.
For many of us, AI opens up the doors to new growth opportunities and abilities to streamline our operations. In other words, it should be viewed as an optimisation tool rather than a replacement for internal expertise.
AI is not here to replace your team, it’s not here to take our jobs. But when it’s used correctly, it can enhance productivity and improve decision-making processes across the board.
However, used poorly – and I have to admit, I’ve seen more cases of this than I can count – AI risks creating a marketplace filled with content that is technically competent but commercially forgettable.
In 2026 and beyond, the challenge is no longer going to be whether AI is worth adopting into your overall business flow, it’s going to be ensuring that it complements your team rather than replacing the very qualities that make brands distinctive.
Efficiency is good, but originality is better
More often than not, a lot of the conversation surrounding AI usage is its ability to streamline processes and remove the administrative burden associated with daily tasks. And that’s great, we love that.
Platforms such as ChatGPT, Claude and Gemini have become valuable tools for research, brainstorming ideas, analysing information and structuring talking points, particularly around complex topics. AI platforms are giving marketers the tools they need to process information at a speed that simply wasn’t possible a few years ago.
This can have a number of benefits for those iGaming suppliers who are producing content across multiple different markets; you can establish a consistent tone of voice, language and formatting, reducing time spent on repetitive tasks and allowing teams to focus on higher-value work.
The efficiency that these platforms provide is now invaluable for any business looking to scale. However, a major problem arises when efficiency becomes the objective rather than the outcome.
Too often, businesses move from using AI to simply support the creative process to allowing it to dictate the finished product.
Image source: Shutterstock / Jack_the_sparow
As more organisations rely on identical models to generate articles, social posts and thought leadership, the result is an increasing volume of content that feels remarkably similar regardless of who published it. We’ve all seen the long, drawn-out LinkedIn posts that just scream ‘written by ChatGPT’.
However, for marketers, this sea of sameness brings with it an enormous opportunity – dare to produce something original and you’ll reap the rewards.
Originality has always been one of the strongest assets a business possesses. It’s shaped by experience, commercial understanding and the perspectives of the people behind the brand. Those are qualities that cannot simply be generated through an AI prompt.
AI can help marketers write faster, but it simply cannot replace the judgement required to decide what is actually worth saying.
The answer lies in creating value
Creating original content is one thing, but there is another layer that marketers must think about.
Decision-makers don’t engage with content simply because it exists. They engage with content that offers a perspective they haven’t already encountered elsewhere. They want content that truly adds value – is it a product that can help them overcome an operational bottleneck? Is it a perspective that they’ve not considered before?
The same principle increasingly applies to search visibility. Search engines continue to place greater emphasis on originality, expertise and genuinely useful information rather than content produced solely to satisfy algorithms.
Publishing larger volumes of generic material may improve output, but it does little to strengthen authority if every article resembles dozens of others already online.
So, in an increasingly saturated marketplace, creating more content is no longer enough. Creating more valuable, trusted content is.
Trust and reliability
Beyond questions of differentiation lies a far more significant consideration: credibility. Large language models generate responses by identifying patterns across enormous volumes of publicly available information.
They don’t verify facts in the way an experienced journalist, researcher or subject matter expert would. The result is that AI can produce content that appears authoritative while containing inaccuracies, outdated information or unsupported assumptions.
For businesses operating in highly regulated sectors such as gambling, the failure to verify such information would be incredibly costly.
Incorrect regulatory information, copyright infringement, misuse of intellectual property, data privacy concerns and compliance failures can all have consequences that extend well beyond a poorly written article. Reputational damage is considerably harder to repair than factual errors.
Perhaps more importantly, widespread reliance on AI-generated content risks eroding confidence in marketing itself.
As audiences become more familiar with AI-generated language, they’re beginning to question not only individual articles but the credibility of the organisations publishing them. For marketers, that represents one of the biggest strategic risks associated with AI adoption.
It’s not a case of human vs AI, both can co-exist
Interestingly, emerging research suggests the debate isn’t about choosing between AI and human expertise at all.Studies comparing AI-generated, human-written and AI-assisted content increasingly indicate that the strongest results come from collaboration rather than substitution.
Research published by the University of Urbino found that while audiences generally engaged more with human-written content, AI-assisted work often outperformed content created entirely by AI alone. Rather than replacing human expertise, AI proved most effective when supporting the human creativity process.
Researchers at MIT reached a similarly nuanced conclusion. When readers were unaware of who had produced a piece of content, AI-generated material often performed as well as, and occasionally better than, human-written work.
However, once audiences knew the source, content created by recognised experts consistently inspired greater confidence and engagement.
The future belongs to marketers who know where AI should stop
AI is undoubtedly reshaping B2B marketing, and its role will only continue to grow. Used thoughtfully, it offers significant advantages, helping marketers analyse research more efficiently, organise complex information, improve consistency and reduce the time spent on repetitive tasks. But efficiency should never become the end goal.
The businesses that build lasting authority won’t necessarily be those producing the greatest volume of AI-assisted content; they’ll be the ones using AI to enhance research, accelerate workflows and uncover insights while ensuring the final product reflects genuine expertise, independent thinking and a clear point of view.
For marketers operating in the iGaming industry, that’s becoming an increasingly important distinction. As competition intensifies and audiences become more discerning, credibility, originality and trust are emerging as the qualities that truly differentiate one brand from another.
AI can help businesses work faster. Human expertise is what gives them something worth saying.
AI: the secret to redefining B2B marketing?
You’ve shared it!
In his latest article for SBC News, SBC Media Commercial Director John Cook discusses the growing influence of artificial intelligence in iGaming, the pitfalls that marketers must avoid when utilising this technology and how AI has the potential to shift the B2B marketing landscape.
Artificial intelligence has, without a doubt, become the newest badge of honour across the iGaming space. Every conference agenda has a panel session on AI usage, every supplier claims to be using it, and nearly every new product launch seems to promise an AI-powered solution that will completely transform the way businesses operate.
And for B2B marketers, it’s easy to see why AI may be appealing. It can summarise research in seconds, identify trends in data sets, speed up the campaign planning process and help you achieve consistency across messaging.
In an industry like iGaming, where speed to market can mean the difference between being a market leader and fading into the background, the efficiencies that AI can provide are hard to ignore. But is it a silver bullet to any marketing woes? Not quite.
By no means a replacement
Beneath the excitement of AI, many are starting to look deeper to understand not only where it can help you establish a competitive advantage, but how best to achieve that in the long-term. The answer, increasingly, isn’t relying on AI itself. It’s how intelligently businesses choose to use it alongside their existing systems and processes.
For many of us, AI opens up the doors to new growth opportunities and abilities to streamline our operations. In other words, it should be viewed as an optimisation tool rather than a replacement for internal expertise.
AI is not here to replace your team, it’s not here to take our jobs. But when it’s used correctly, it can enhance productivity and improve decision-making processes across the board.
However, used poorly – and I have to admit, I’ve seen more cases of this than I can count – AI risks creating a marketplace filled with content that is technically competent but commercially forgettable.
In 2026 and beyond, the challenge is no longer going to be whether AI is worth adopting into your overall business flow, it’s going to be ensuring that it complements your team rather than replacing the very qualities that make brands distinctive.
Efficiency is good, but originality is better
More often than not, a lot of the conversation surrounding AI usage is its ability to streamline processes and remove the administrative burden associated with daily tasks. And that’s great, we love that.
Platforms such as ChatGPT, Claude and Gemini have become valuable tools for research, brainstorming ideas, analysing information and structuring talking points, particularly around complex topics. AI platforms are giving marketers the tools they need to process information at a speed that simply wasn’t possible a few years ago.
This can have a number of benefits for those iGaming suppliers who are producing content across multiple different markets; you can establish a consistent tone of voice, language and formatting, reducing time spent on repetitive tasks and allowing teams to focus on higher-value work.
The efficiency that these platforms provide is now invaluable for any business looking to scale. However, a major problem arises when efficiency becomes the objective rather than the outcome.
Too often, businesses move from using AI to simply support the creative process to allowing it to dictate the finished product.
As more organisations rely on identical models to generate articles, social posts and thought leadership, the result is an increasing volume of content that feels remarkably similar regardless of who published it. We’ve all seen the long, drawn-out LinkedIn posts that just scream ‘written by ChatGPT’.
However, for marketers, this sea of sameness brings with it an enormous opportunity – dare to produce something original and you’ll reap the rewards.
Originality has always been one of the strongest assets a business possesses. It’s shaped by experience, commercial understanding and the perspectives of the people behind the brand. Those are qualities that cannot simply be generated through an AI prompt.
AI can help marketers write faster, but it simply cannot replace the judgement required to decide what is actually worth saying.
The answer lies in creating value
Creating original content is one thing, but there is another layer that marketers must think about.
Decision-makers don’t engage with content simply because it exists. They engage with content that offers a perspective they haven’t already encountered elsewhere. They want content that truly adds value – is it a product that can help them overcome an operational bottleneck? Is it a perspective that they’ve not considered before?
The same principle increasingly applies to search visibility. Search engines continue to place greater emphasis on originality, expertise and genuinely useful information rather than content produced solely to satisfy algorithms.
Publishing larger volumes of generic material may improve output, but it does little to strengthen authority if every article resembles dozens of others already online.
So, in an increasingly saturated marketplace, creating more content is no longer enough. Creating more valuable, trusted content is.
Trust and reliability
Beyond questions of differentiation lies a far more significant consideration: credibility. Large language models generate responses by identifying patterns across enormous volumes of publicly available information.
They don’t verify facts in the way an experienced journalist, researcher or subject matter expert would. The result is that AI can produce content that appears authoritative while containing inaccuracies, outdated information or unsupported assumptions.
For businesses operating in highly regulated sectors such as gambling, the failure to verify such information would be incredibly costly.
Incorrect regulatory information, copyright infringement, misuse of intellectual property, data privacy concerns and compliance failures can all have consequences that extend well beyond a poorly written article. Reputational damage is considerably harder to repair than factual errors.
Perhaps more importantly, widespread reliance on AI-generated content risks eroding confidence in marketing itself.
As audiences become more familiar with AI-generated language, they’re beginning to question not only individual articles but the credibility of the organisations publishing them. For marketers, that represents one of the biggest strategic risks associated with AI adoption.
It’s not a case of human vs AI, both can co-exist
Interestingly, emerging research suggests the debate isn’t about choosing between AI and human expertise at all.Studies comparing AI-generated, human-written and AI-assisted content increasingly indicate that the strongest results come from collaboration rather than substitution.
Research published by the University of Urbino found that while audiences generally engaged more with human-written content, AI-assisted work often outperformed content created entirely by AI alone. Rather than replacing human expertise, AI proved most effective when supporting the human creativity process.
Researchers at MIT reached a similarly nuanced conclusion. When readers were unaware of who had produced a piece of content, AI-generated material often performed as well as, and occasionally better than, human-written work.
However, once audiences knew the source, content created by recognised experts consistently inspired greater confidence and engagement.
The future belongs to marketers who know where AI should stop
AI is undoubtedly reshaping B2B marketing, and its role will only continue to grow. Used thoughtfully, it offers significant advantages, helping marketers analyse research more efficiently, organise complex information, improve consistency and reduce the time spent on repetitive tasks. But efficiency should never become the end goal.
The businesses that build lasting authority won’t necessarily be those producing the greatest volume of AI-assisted content; they’ll be the ones using AI to enhance research, accelerate workflows and uncover insights while ensuring the final product reflects genuine expertise, independent thinking and a clear point of view.
For marketers operating in the iGaming industry, that’s becoming an increasingly important distinction. As competition intensifies and audiences become more discerning, credibility, originality and trust are emerging as the qualities that truly differentiate one brand from another.
AI can help businesses work faster. Human expertise is what gives them something worth saying.
To find out more, email [email protected] – you can find out more about how the industry views the relationship between media and events via the SBC Insights Media Marketing Buyers Survey.