The UK currently has the third-largest AI market globally, sitting behind the US and China. Valued at £72.3 billion in 2024, it’s the largest market of any European country by far (Business.gov).
The latest data from the UK government shows £2.9 billion in 2024, breaking the record high seen in 2022, with dedicated AI company revenues increasing by 9% between 2023 and 2024 to £4.9 billion (Gov.uk).
We would challenge anyone to find us an industry that isn’t using some form of AI, and the UK’s online casino industry is no different. But are the best casinos pushing for more AI, or are they waiting for advancements? Read on to find out.
How the UK’s Online Casinos Are Using AI
The leading use cases we’re seeing for AI in UK online casinos are for personalisation and efficiency. Advanced algorithms track individual play patterns to generate:
- Tailored promotions
- Bonuses
- Game suggestions
For example, it’s common for online casinos to analyse each user’s favourite games, time spent and spending habits to create customised game recommendations and bonuses. You’ll also see platforms dynamically adjusting game difficulty and reward schemes to each player’s skill level and preferences. It’s hyper-personalisation that wouldn’t be possible without AI.
And for the industry, it makes sense. A recent UK study found that about 80% of gamblers think personalised offers are “valuable” or “very valuable” (iGaming Business), so top casinos invest heavily in AI-driven CRM tools such as Smartico and Optimove that automate segmentation and real-time targeting.
Customer support is another common use case for the UK’s online casinos. According to industry data, by 2022, over 65% of leading iGaming operators had already embedded AI chatbots on their sites. Providers like Zendesk or Genesys offer conversational-AI platforms enabling natural-language chat support, real-time query resolution, and even voice-activated service, and many UK casinos use these AI assistants to meet regulator-driven SLAs.
But, of them all, security and responsible gambling compliance has to be the biggest use case. AI systems can continuously monitor gameplay and transactions to detect fraud or money laundering.
Machine-learning models scan thousands of bets almost instantly, flagging unusual patterns such as:
- Rapid withdrawals
- High-value withdrawals
- Suspicious play abnormalities
When matched with account data, AI can even pre-emptively flag accounts at risk.
What AI is Doing for the iGaming Industry
On the player-facing side, it delivers unmatched personalisation at scale. In sports betting, for example, affiliates and apps use machine learning to match bettors with the right odds and promotions. Deep segmentation, often called “Betflix” by vendors, creates tailored, entire interfaces.
With that, it can hide irrelevant games and show each user’s favourites. Operationally, AI powers smarter marketing and analytics. Ad-tech companies use AI to replace the old, outdated approach of blanket ads and use AI to select the games or teams most likely to engage each bettor.
Predictive analytics also extends to customer churn and deposit behaviour. For example, loyalty programs now use AI to assign rewards such as free spins and cashback based on predicted lifetime value and risk of churn.
What’s also interesting is that UK regulators and the industry are exploring AI for responsible gambling tools. Models are being trained on historic data to spot patterns of excessive play or malicious game design. From that, the AI systems can trigger safeguards sooner than manual checks.
Even games are evolving with AI. A recent report stated that up to 90% of some slot graphics were AI-generated in a recent UK release (Retail Technology Innovation Hub).
The Advancements the Industry is Waiting For
Many current systems still rely on rule-based algorithms or narrow AI. The industry needs more advanced models to support existing infrastructure.
Something experts are excited about is large language models (LLMs) like ChatGPT could soon enable fully natural-language support chat and even player chat moderation. Online casinos are exploring AI dealers and voice interfaces through smart speakers or virtual reality headsets.
In fact, analysts predict that voice will become a primary interface, allowing players to place bets or play games by talking to an AI assistant.
We could also see spatial computing (AR/VR) on the horizon. It’s likely that immersive virtual casinos where players interact with AI-driven NPCs could soon become the norm.
Perhaps the most highly anticipated advancement is generative content for games. While some studios already use AI for art, developers want AI that can create entire new game environments or storylines almost instantly.
We’d argue that the best UK casinos aren’t waiting for the next best AI technology, they’re already using it. With the rate at which AI is expanding now, the next best advancement is always only around the corner. Every month, it seems like ‘the next generation of AI’ technology enters the market, and online casinos are one of the leading industries benefiting from it.
