Appreciation of AI has taken centre stage this week, however its potential within the igaming space is yet to be fully realised.
One element of the gambling industry where we could see it expanded is within affiliate marketing, as challenging frameworks force content creators to adapt and tap into new levels of engagement.
Martyn Hannah, Founder & MD of Comparasino emphasised the importance of strategy when it comes to the relationship between affiliate marketing and AI – outlining that “affiliates should use AI if they have a genuine use case for doing so”.
He said: “At Comparasino, we have developed a proprietary recommendation engine that matches players to casinos based on their personal preferences. It’s pretty simple at this stage, but we have a development roadmap that will bring new and exciting personalisation features and tools to those who use the engine and especially those who create a Comparasino Member Account.
“AI could and likely will play a part in these features and tools. So, for me, AI can play a role in product development rather than content generation.
The vital nature of strategy was echoed by Sue Dawson, Head of Content, FTD Digital, who also detailed the need for AI to be combined with a human touch.
According to Dawson this is specifically the case when it comes to proofreading: “The final checks on a piece of content really need to be carried out by a human with good attention to detail.
“ChatGPT always needs to be fact checked and now, we need to bear in mind that anything we read on a website may itself be written by ChatGPT. The more AI content there is out there, the more careful and thorough we are going to need to be with our fact checking,” she said.
Identifying where he believes AI will be most impactful, Hannah underlined its usage in terms of data analysis – an area that has long provided an obstacle for the industry in terms of maximising its assets.
“Personalisation is something that affiliates are going to have to get on board with,” stated Hannah.
He added: “This will mean gathering and segmenting data and then deploying content to the different cohorts that are engaging with the comparison site. This will be key to delivering the best possible user experience while also driving engagement and ultimately conversions.
“We have some ideas for how this can be done, and potentially how AI can play a part in that, but we first have some other features and tools to deploy as we progress through our product roadmap.”
