AI in iGaming: Automation, Ethics and Human Experience at IGI Expo 2025

Brazil.- November 20, 2025 www.zonadeazar.com The discussion on the use of Artificial Intelligence (AI) in the iGaming sector took centre stage at IGI Expo 2025, held in Brazil, bringing together experts, executives and developers to analyse how to align automation, personalisation, ethics and the irreplaceable role of the human factor.

Overview

The discussion took place during the lecture ‘How Artificial Intelligence Will Shape the Future of the Gaming Industry’, held on 13 November as part of IGI Expo 2025.

The panel explored the evolution of AI as a strategic tool within iGaming, highlighting its impact on entertainment, operational optimisation, customer service, data analysis and content creation. Despite technological advances, participants emphasised that AI should complement, not replace, human creativity, empathy and sensitivity.

Details / Context

AI is being applied on two main fronts: as a direct entertainment feature in games and as a back-office tool, driving automation, strategic decisions, and predictive analytics. However, experts warned of the risk of excessive automation, which can compromise the authenticity of interactions and make communication impersonal.

Transparency in the use of chatbots and virtual assistants was highlighted as essential to maintaining customer trust, especially in an industry where the emotional relationship with the user is sensitive and can influence risky behaviour.

Specific sub-themes

The discussion raised key points for the future of the industry:

• AI as creative support: it expands production capacity and content variations, but must preserve the role of the human creator.
• Human-technological balance: efficiency cannot come at the expense of empathy and authenticity.
• Algorithmic empathy: it begins to allow the reading of the bettor’s emotional moment, adapting communications.
• One-to-one flows: deep personalisation is possible with AI, but always guided by human creativity.
• Data integration: combining CRM, media, operations and forecasts is still a challenge, but crucial for improving ROI.
• Data culture: companies need to standardise systems and train teams to work with AI efficiently.
• Responsible use: experts drew attention to the need for care with sensitive data and ethical limits.
• Training tool: AI is becoming a support in customer training and executive routines.
• Continuous learning: AI needs to be constantly taught and adjusted to ensure consistency and security.

Future outlook

Experts concluded that the potential of AI in iGaming is enormous, especially in personalising the customer journey and automating complex processes. However, the industry must prioritise ethics, transparency and user protection.

New marketing methodologies, more advanced behavioural analysis and adaptive communication systems are expected to transform the industry in the coming years. Brazil, driven by events such as IGI Expo 2025, is positioning itself as a regional innovation hub, with the potential to lead best practices in AI applied to iGaming.

Edited by @pererarte   www.zonadeazar.com