Sarah Jacobson 
AI is now everywhere, and even apps and sites like Spin City casino are making use of it. Why? This is because Artificial Intelligence can deliver personalization, a fundamental business practice that helps drive customer retention and loyalty.
In the same light, social media companies like YouTube and Facebook all use the technology to personalize content for their users. Now, how can casinos use it? Better yet, are they using it now?
Analyzing Player Preferences
Artificial intelligence can process complex and voluminous data in a few seconds. Because of this, it can decide which games a player is likely to play. It is similar to a YouTube feed where the AI only shows what a viewer is likely to click and watch.
As far as analysis goes, here are a few things that AI can do:
- Process data in real time.
- Identify patterns based on consumer behaviour.
- Predict the behaviour.
How does the AI do this? The machine can observe a user’s behaviour, such as the games they are playing, how long they play, and what amount of money they are willing to lose based on historical data. From this, the technology can determine which games fit the preferences of the player. The player, to his/her surprise, will see games on his feed that are appropriate for his gaming habits.
The result of all these analyses is a customer or consumer profile. Artificial Intelligence can now build on this data to present specific games to a user—games that the user is likely to play. A decision like this is critical. If the AI presents the right games, the player will stay, spend some money, and therefore earn casino revenue. This works best for games like blackjack, slot machine, and roulette, where the odds are in favour of the casino.
Customer Service With Bots
This is probably where AI can dominate the most. In the past, chatbots were clunky and pretty much useless. Before the dawn of AI, chatbots were only meaningful for canned questions and answers.
Today, it can learn about a company’s policies and procedures. Then, the technology can articulate itself to a consumer who has a question. Because of this, the user will not even realize that he is speaking or chatting with a robot.
Here are the benefits of using AI in customer service:
- 24/7 customer service availability.
- Consistent and accurate answers.
- Multiple customers are serviced at any time.
The best benefit of this AI to a casino company is cost. Traditionally, a company must hire multiple employees to cover specific work hours. These people, of course, can only service one customer at a time.
A machine, on the other hand, can provide customer service support to a multitude of customers at the same time. Although it is expensive as an investment, it pays more in the long run compared to hiring people.
Fraud Prevention
For a long time, fraud prevention has always been a problem. Merchants had no way of knowing if the buyer was the real owner of a credit card. This situation is especially critical for casinos, as most players prefer to use a credit card to find an account.
Now, there are AI machines that process millions of data points when it comes to transactions.
These machines have algorithmic patterns that can detect potential fraud. For example, it can detect if the user is purchasing from another country. In this case, there is a possibility that the credit card information was stolen.
Although fraud detection is absolute, it does significantly reduce the likelihood of fraud. As such, casinos do not have to deal with a lot of chargeback cases.
What Does the Future Hold?
Over the course of the next few years, we can all expect that AI will play a bigger role in the casino industry. Technology will continue to improve, and we can also expect that it will be used in other devices and platforms.
In particular, Artificial Intelligence will play a big role in virtual reality. These are not just devices, but also platforms. It is not farfetched that the technology will eventually be able to analyze human emotions to face capture. Some even may be able to identify behavioural patterns, like rage clicks, or voices.
In the end, AI will get better and better at understanding human needs. To some degree, we can say that it will know what is “best” for a player. At this moment, it is already doing it, albeit the personalization is still somewhat generalized.
Artificial Intelligence is not going anywhere. Companies, including casinos, must start using it now to be able to compete. At this point, the era of this old-new technology is just getting started. It means that we can expect better performance and more advanced features in the future.
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