New AI-Driven Betting Features Blur the Line Between Entertainment and Gambling Harms
Published: January 13, 2025
Artificial Intelligence (AI) is revolutionizing the way we engage with content. From Netflix to social media apps, sophisticated AI algorithms learn users’ interests and habits so platforms can recommend content they are sure to enjoy. And the more time you spend on these platforms, the more personalized your experience becomes.
Now, sports betting operators are looking to leverage AI in similar ways. According to Cronkite News, AI gives sportsbooks the ability to deliver highly personalized experiences based on an individual’s behavior, such as unique betting offers for their favorite team or sports they’ve previously bet on.
In addition to better advertising, sportsbooks may also use AI to protect users from problem gambling, such as sending personalized messages that encourage responsible gambling practices to users who demonstrate risky behavior, such as unusually high losses or longer betting duration.
While these AI technologies are designed to drive customer retention and improve the user experience, some say they may be used to exploit individuals. Timothy Fong of the UCLA Gambling Studies Program told Cronkite News that AI may create “predatory scenarios, where people who are already vulnerable because of mental health issues or a gambling addiction could be manipulated or targeted without their knowledge.”
What’s more, these AI-based customer retention and marketing strategies could be particularly effective in the world of sports betting. “What separates sports betting from so many other forms of gambling out there is it entices a consumer based on this concept of skill, based on ego and arrogance,” policy consultant Brianne-Doura Schawohl told Cronkite News. “Then when you incentivize that with things like free play and bonus offers and attractive promotions that make it seem like there’s little to no risk – when gambling always has risks – it can become a dangerous scenario for people.”
Because AI may make it harder for users to close the app, it’s more important than ever for sports bettors to prioritize responsible betting. There are a few practices and tools that can help.
- Plan before you bet. Don’t let personalized betting offers control your experience. Before you open the app, decide how much you can afford to lose and stick to it.
- Develop realistic expectations. Though you may think your sports knowledge improves your odds, sports betting is a game of chance. Remember that over time, everyone loses more than they win.
- Track your time. Many of the AI tools are designed to get you to stay on the app longer. If you notice that you make bets more frequently after extended betting durations, set a designated timer to ensure you take breaks.
- Enjoy the game! Sports are supposed to be fun, and you can help keep it that way by avoiding betting when you’re stressed, depressed, or in recovery.
If you’re interested in more betting resources, you can take the quiz from Pause Before You Play to gauge your risk-level for a gambling disorder, download community toolkits to educate yourself and your community, and access tips and resources on how to gamble responsibly.
And if you or someone you care about needs help, don’t hesitate to call the free and confidential Ohio Problem Gambling Helpline, where trained and understanding specialists are available 24/7 to take your call, with no strings or commitments attached. Call 1-800-589-9966 or text 4HOPE to 741741 today.
If you’re looking for more ongoing support, now, through the Ohio Gambling Telehealth Network, you can get access to virtual telehealth services at no cost. Visit their website today to learn more.