During day 1 of the SiGMA Europe event, Emma Blaylock, CEO of Pretty Technical, presented a practical framework for artificial intelligence adoption in iGaming. Emphasising a “step-by-step” guide, Blaylock outlined strategies for implementing AI to drive business growth, enhance user engagement, and optimise operational efficiency. With recent McKinsey data revealing that 75 percent of companies are now utilising AI, up from 66 percent last year, Blaylock warned businesses who are slow to adapt risk falling behind the curve. Following a panel discussion about balancing security, privacy, and resilience against cyber threats, Blaylock’s presentation offered a practical guide to implementing AI strategically, with a focus on data quality, compliance, and measurable business impact.
Blaylock, with her deep background in technology and gaming, emphasised that businesses must approach AI strategically and thoughtfully. As she outlined, AI isn’t simply a trend but a long-term asset that, when implemented effectively, can yield measurable benefits and competitive advantages. “A clear roadmap is essential,” Blaylock stated, “so that you’re not only adopting AI, but doing so in a way that aligns with your business goals and offers real value.”
To begin, Blaylock highlighted the importance of clear, measurable objectives. Defining KPIs is crucial to gauging AI’s impact, especially in the iGaming sector. Examples like predictive CRM, which tailors player interactions based on behaviour, show how AI can personalise experiences, increase engagement, and drive revenue. Blaylock also touched on responsible gaming, noting AI’s potential to detect behavioural risks, enabling more proactive player support. After setting clear goals, Blaylock stressed the importance of data quality.
Importance of data quality and explainability
Data is the cornerstone of AI, and Blaylock stressed how vital it is to have reliable, clean data. From sourcing data to compliance and privacy considerations, she explained that AI’s outputs are only as good as the data it processes. Findings in 2023 from Gartner show that low-quality data costs organisations an average of $12.9 million annually, highlighting the importance of accuracy from the start. Furthermore, as AI continues to integrate into business operations, transparency becomes crucial. A 2023 survey by PwC revealed that 60 percent of companies consider explainability a critical factor in AI project success.
Blaylock emphasised a three-step approach to implementing AI effectively. This begins with understanding your business goals, ensuring AI solutions align with measurable objectives that drive real value. Next, companies need to think through their data strategy, focusing on data quality and selecting the right data models. Finally, selecting the best-fit AI tools and committing to ongoing optimisation are essential to adapting AI as business needs evolve.
This need for transparency aligns with compliance standards, particularly under GDPR. According to the European Commission’s guidelines, non-compliance can lead to penalties of up to €20 million or 4 percent of a company’s revenue—an essential point for iGaming companies working with sensitive data (European Commission, 2023).
Iterate, learn, and grow
Blaylock encouraged businesses to approach AI with a spirit of experimentation, treating early-stage projects as minimum viable products (MVPs). The goal is to learn from each iteration, using insights to refine AI applications over time. She urged firms to select tools and technologies carefully, ensuring full suitability for their objectives. She also emphasised the value of sourcing skilled talent to maintain and expand capabilities. “In today’s world, if you’re not experimenting with AI, you’re missing out on a transformative tool that can redefine how we engage with players and improve operational efficiency.”
Blaylock’s concluding message was one of reassurance, urging companies not to fear AI. Rather than perceiving it as a daunting force, she suggested viewing it as a powerful tool for transformation. By embracing AI with a strategic approach, iGaming companies can unlock substantial enterprise value, enhancing shareholder confidence and advancing industry standards.
Subscribe?here?to SiGMA’s?Top 10 News countdown?and?SiGMA’s Weekly Newsletter?to stay up to date with all the latest iGaming News, and benefit from Subscriber-Only Offers.?
