For many, the term ‘Artificial Intelligence’ (AI) instantly conjures up visions of ‘Skynet’ sending killer robots from the future, the insidious solitary red glow of HAL 9000 from Stanley Kubrick’s 2001: A Space Odyssey, or the world-dominating madness of Marvel Comics’ iconic villain ‘Ultron’ (and let’s not even get started on the infamous Y2K situation).
But why is this?
The last two centuries have produced a litany of scientific marvels, from the creation of the atomic bomb and the first-ever space-orbiting rocket to the discovery of DNA and genetics. And yes, while we’ve had our fair share of pop culture media about alien invasions, post-nuclear wastelands, and the occasional dinosaur wreaking havoc, nothing seems to have captured the imagination and fear quite like AI. In fact, the notion of artificial intelligence has been a topic of discussion for humanity for thousands of years, dating back as far as Greek mythology.
In just under two months, the upcoming SBC Summit, SBC’s flagship event, will take place at the Feira Internacional de Lisboa in Lisbon from September 24-26. This event will provide over 25,000 industry professionals with three days of invaluable networking opportunities, an expansive exhibition floor, and an industry-spanning educational program.
Included as part of the summit’s educational content will be a number of panels dedicated to the power of AI and its efficient application across various industry verticals, strategies, and technologies.
To help delegates better familiarise themselves with the nuances of artificial intelligence, this blog post will provide an overarching history of this technological disruptor, insights into the panels that will cover the topic, and an introduction to the speakers set to feature in these panels.
A Brief History of AI
Ancient History: Myths, stories and legends
Although it may be hard to believe, the notion of artificial intelligence predates modern technology and even the invention of electricity itself. The first recorded description of artificial intelligence dates back to Greek mythology with the story of Talos. Talos, a giant constructed of bronze, acted as a guardian for the island of Crete. The poem Argonautica describes his demise at the hands of Jason and the Argonauts, who defeated him by removing a ‘plug’ that allowed vital ichor to leave the bronze case, leaving him lifeless—a concept eerily close for a story over two thousand years old.
Over the next thousand years, the theme of artificial intelligence arose several times. AI made appearances in literary classics such as Of the Nature of Things by the Swiss alchemist Paracelsus, the writings of Eleazar ben Judah of Worms in the early 13th century, and Takwin, the artificial creation of life, a frequent topic in Ismaili alchemical manuscripts.
By the 19th century, with the emergence of modern-day science fiction, artificial intelligence once again became a hot topic for discussion. It acted as the main driver behind classics such as Mary Shelley’s Frankenstein, Karel Čapek’s R.U.R. (Rossum’s Universal Robots), Samuel Butler’s Darwin among the Machines, and Edgar Allan Poe’s Maelzel’s Chess Player.
The 20th Century: Dawn of the AI era
By the 20th century, modern technology began catching up with the imaginations of those who lived thousands of years before. The creation of the Z3 in 1941, the world’s first working electromechanical programmable, fully automatic digital computer by German scientist Konrad Zuse, laid the technological foundation for artificial intelligence to be considered a possibility by the scientific community.
Nearly 15 years later, in 1956, the field of AI research was formally founded at Dartmouth College. Many attendees of this conference would later be heralded as leaders in the field, predicting that machines with human-level intelligence would be possible within a generation. This optimism and excitement led to substantial funding, with millions of dollars dedicated to making artificial intelligence a reality.
During this time, the scientific community introduced notable projects such as Theseus, created by Claude Shannon in 1950. Theseus was a remote-controlled mouse capable of finding its way out of a labyrinth and remembering its course. In 1951, Christopher Strachey wrote a checkers program, and Dietrich Prinz developed one for chess, eventually producing the first Game AI that could play both checkers and chess against amateurs. Game AI would go on to be a measurable benchmark throughout AI’s development history.
The next few decades were turbulent for AI development. Almost twenty years after the first funded AI projects, it became apparent that the scientific community had grossly underestimated the complexity and technological requirements needed to bring their vision to life. In 1974, both the US and UK governments halted all funding for undirected AI research. In 1981, the Japanese government introduced the Fifth Generation Computer Systems project, further pushing innovations in AI and temporarily reigniting enthusiasm. However, by the end of the decade, funding was once again pulled by governments worldwide, leading to what many describe as the “AI Winter.”
The 21st Century and Beyond: Modern-Day Enhancements and the Future of AI
By the late 1990s and early 2000s, the global availability of powerful computer hardware, coupled with advancements in deep learning and big data, once again reignited the drive to master artificial intelligence. Algorithms originally developed by AI researchers began to integrate into larger computer systems, with machine learning helping to solve complex issues in areas such as data mining, industrial robotics, banking software, and Google’s search engine. However, many of these global innovations lacked direct acknowledgement of AI.
Over the last decade, AI has progressed exponentially, with its inclusion in Apple and Android mobile phones, complex language models such as Google Translate, ChatGPT-3 (OpenAI), and Gato (DeepMind), as well as a plethora of online AI media generators. These developments have propelled the technology to new heights and further into pop culture.
Today, AI continues to evolve at an unprecedented pace, influencing nearly every industry and aspect of daily life. As AI technology becomes more sophisticated, ethical considerations and discussions about regulation and responsible usage have become paramount. The ongoing advancements promise a future where AI not only augments human capabilities but also addresses some of the world’s most pressing challenges.
Artificial Intelligence at SBC Summit
AI will feature prominently across all three days of SBC Summit’s expansive conference program. Delegates can look forward to in-depth discussions on AI’s impact on CRM strategies and broader marketing efforts, its potential to enhance sports betting outputs and its role in ensuring compliance with evolving legislations.
In addition, several dedicated AI panels will explore the technology in depth, examining its overall impact on the industry, the benefits and potential risks of utilising AI, and future developments in this rapidly evolving field.
To help navigate the variety of AI-centric sessions at SBC Summit, we will categorise the panels into the following themes:
- Wider Reflections on AI
- Sports Betting
- Marketing
- Compliance & Player Protection
Wider Reflections on AI
Artificial intelligence is a unique technology that transcends the boundaries of any single sector. From sophisticated search engine integration to generating imaginative images—like your pet dog battling Darth Vader on a snowy beach behind a volcano—AI can be applied across a wide range of fields and technologies.
However, we must consider whether we are becoming too reliant on this flourishing technology. Could the rise of AI eventually render human-led departments irrelevant? And will there ever come a time when the industry shifts away from AI technology?
The panel titled ‘AI: What are the Risks and Rewards in 2025?’ will be held on Tuesday, September 24th, the first core day of SBC Summit. Opening the ‘Global Leadership’ track, this session will explore both the benefits and potential dangers of AI. Industry experts Dyani Marvel (VP of Marketing Strategy & Operations, Wondr Nation), Eberhard Duerrschmid (CEO, Golden Whale), Mario Pavic (Head of Product, Happening), and Sten Andersen (Chief of Innovation & Future Affairs, ATG) will discuss AI’s transformative impact on player acquisition, retention, interaction, and monitoring. The panel will also consider whether operators should fully embrace AI or adopt a more cautious approach to balance the rewards with the risks.
AI & Sports Betting
If any industry vertical could be considered a perfect match for AI, it would undoubtedly be sports betting. With the multitude of variables involved in placing bets as a customer and establishing odds as an operator, AI is rapidly becoming an essential tool for all parties involved.
AI’s application in sports betting offers numerous advantages, including match analysis, betting strategy advice, odds evaluation, live betting, customer experience enhancement, and risk assessments for operators.
To help sports betting enthusiasts maximise AI technology, SBC Summit will feature two dedicated panels on the topic of AI and sportsbooks.
The panel titled ‘Sportsbooks vs Entertainment: In-play Betting, AI, and Streaming’ will take place on the ‘Sports Betting’ stage on Tuesday, September 24th. This session will provide insights into the latest technologies shaping sports betting. Featuring industry experts Tomash Devenishek (Founder & CEO, Kero Sports), Ivan Gojic (Head of IP Trading, Superbet), Lasha Kupatadze (CPO, Atlas), Gabriele Greisbacher (SVP Payments & Risk Operations, DAZN), and moderator Josh Turk (Chief Strategy Officer, Low6), the discussion will cover how operators are adapting to modern trends and meeting the expectations of contemporary audiences. Topics will include in-play betting, personalised experiences, engagement tools, streaming, and AI.
Following this, the session titled ‘2025: The Year AI Lights Up Your Sportsbook,’ sponsored by Stats Perform, will delve into the significant impact of AI-powered products on international sportsbooks. Led by Alex Lanneger (SVP Product, Stats Perform), the panel will explore the benefits of AI innovations and major product enhancements such as Opta Points, Bet LiveStreams, Opta Stream, Opta Stories, and OptaAI Studio.
AI & Marketing
Although not exclusive to the gambling market, AI has the potential to completely transform a brand’s marketing efforts. By harnessing AI to uncover patterns in marketing data and create personalised campaigns, brands can significantly enhance their visibility and effectiveness, quickly becoming an essential tool in any marketing department’s arsenal.
Kicking off the ‘Payment Expert’ track on Thursday, September 26th, the final day of SBC Summit, is the session titled ‘Generative AI – 2025 Update, and How MarTech Plays Its Role.’ This panel will feature C-level experts Seid Maglajlic (Co-Founder, Jade Forge), Yonit Shvinkelstain (Co-Founder, Leverage), Sten Andersen (Chief of Innovation & Future Affairs, ATG), and moderator Valentina Diaco (Experienced Marketing Director, Director of Marketing). The discussion will delve into the latest advancements in AI-driven content creation and its impact on advertising within the industry. Additionally, the panel will explore whether personalised campaigns and customer engagement strategies are redefining the marketing landscape.
AI & Casino
The Casino & iGaming sector offers extensive possibilities and potential for AI technology. As one of the earliest adopters of AI, over 60 years ago, the relationship between gaming and AI has become increasingly symbiotic. Machine learning has allowed games to evolve with greater complexity, quickly identify player behaviours, and effectively collect and analyse player data.
To help brands enhance their iGaming and casino offerings, SBC Summit will feature the panel ‘CRM Strategies: Harnessing Gamification and AI to Drive Loyalty.’ Scheduled to open the ‘Casino & iGaming‘ conference track on Wednesday, September 25th, the second core day of the event, this panel will focus on how engaging free-to-play games (F2P) and AI can be used to develop strategies for converting visitors into high-value, loyal players. The discussion will also explore how operators can leverage gamification and AI to boost brand loyalty and drive player engagement.
AI & Player Protection
In recent years, the rise of digital platforms has profoundly reshaped the industry, offering players an array of new and exciting ways to game, place bets, and engage in activities once considered impossible from the comfort of their homes.
However, as more players opt for the convenience of their bedrooms over the bright lights of local casinos, ensuring that they interact with betting and gambling platforms safely and responsibly is becoming increasingly challenging for operators to manage.
To aid brands in better protecting their player base, SBC Summit will host the session ‘Identification Technology: AI and Machine Learning in the Mix.’ Kicking off the ‘Player Protection’ track on Tuesday, September 24th, this panel will feature player protection experts Stephen Aupy (Business Development, Mindway.ai), Bernardo Chagas (Lecturer, ISEG (Lisbon School of Economics & Management)), Will Shuckburgh (Group CEO, eCogra), Ketevan Potova (AI Ambassador/Data Scientist, CROCOBET, Fulbright Scholar), and George Losif (Head of Technology, Flutter). The panel will assess existing technologies impacting player protection, such as AI, and hypothesise further developments that AI technology might bring to the gaming industry as it increasingly focuses on responsible gambling strategies.
AI & Compliance
As we have covered rather expansively over the course of this blog post, the emergence of AI technology has provided the industry with numerous new avenues to bolster their output, streamline operations and most importantly, enhance the user experience.
However, it could be argued by some, that the current adoption of AI in the gambling industry is still within its infancy and the wider impact of relying on AI technology is yet to be fully realised. Therefore, there remains vital importance for the industry to self-reflect, evaluate and assess the integration of emerging technology, to ensure it adheres to current compliance legislation, safer gambling initiatives and ethical concerns.
Taking place on Wednesday, September 25th, on the ‘Payment Expert Stage’ is the panel titled “Compliance & AI: Ethical Conundrum or Progression?” This panel will feature renowned industry experts Nick Maroudas (Global CTO, Kwiff), Monika Grue (Director of Compliance, LiveScore), Bruno De Azevedo (Compliance Manager, Entain plc), Tsitsi Nozadze (Service Operations Director, Adjarabet), and panel moderator Harrison Sayers (Associate Editor, Vixio). They will assess current emerging technologies in ensuring compliance and optimising business strategies, while also shedding light on their impact on user experience and profitability. The panel will discuss how industries are deploying blockchain in sports betting and the advantages it offers over conventional systems. Additionally, they will explore how AI is being utilised in online casinos to enhance player safety.
Final Thoughts
Artificial Intelligence is a transformative technology that can be seamlessly integrated into nearly every facet of the gambling industry, highlighting its crucial role in driving innovation and technological advancement.
While there remains much to explore regarding the broader implications of AI integration, both within and beyond the industry, the benefits are undeniable. AI enhances player protection, refines marketing strategies, elevates game offerings, and provides more sophisticated software solutions. As the technology continues to evolve, its potential to revolutionise the industry and deliver significant value becomes increasingly evident.