The rapid integration of artificial intelligence (AI) into the online gambling industry has sparked growing concerns about its ethical and practical implications. While AI offers significant benefits, such as personalized user experiences, enhanced odds calculations, and improved fraud detection, it also introduces risks that are difficult to ignore. These include data privacy violations, algorithmic bias, and the potential for exacerbating gambling addiction.

In response to these challenges, the International Gaming Standards Association (IGSA) has issued a "best practices for AI" checklist aimed at guiding operators, regulators, and stakeholders in the ethical use of AI technologies. The IGSA’s Ethical AI Standards Committee (AIC) plays a central role in this effort by developing frameworks to ensure fairness, transparency, and compliance with global standards. These guidelines emphasize mitigating algorithmic biases, safeguarding user data, and ensuring that AI systems do not exploit players' vulnerabilities
Despite these efforts, questions remain about whether such measures are sufficient. Critics argue that AI’s capacity to analyze vast amounts of user data can inadvertently promote addictive behaviors by tailoring experiences to individual preferences
Additionally, the risk of market homogenization—where AI-driven decision-making reduces diversity in betting markets—could undermine competition and innovation. Legal frameworks like the EU AI Act impose stringent requirements on high-risk applications of AI in gambling, but enforcement remains a challenge given the global nature of the industry

The issue of control over AI is particularly pressing. While frameworks like those from IGSA provide much-needed structure, the rapid pace of AI development often outstrips regulatory oversight. Moreover, the potential misuse of AI—such as using it to manipulate odds or deceive bettors—underscores the need for robust governance and accountability mechanisms

United States Land-Based Casinos on the other hand also face several concerns regarding AI adoption, including data privacy and transparency issues regarding how player information is collected and used for personalized services or surveillance. As with a USA online casino,  ethical dilemmas arise over AI’s potential to exacerbate problem gambling through hyper-targeted promotions and dynamic game adjustments that exploit individual behaviors. Facial recognition technology identifies VIPs upon entry, enabling staff to offer exclusive services, while automated access control reduces wait times and improves convenience.  Behavioral monitoring helps identify problem gambling patterns, allowing discreet interventions to promote responsible gaming. These tools collectively create a more responsive, secure, and immersive environment for patrons.

Ultimately, The casino industry (Online or Land Based) must adopt a proactive approach that combines ethical standards, technological safeguards, and global regulatory collaboration to prevent abuse and ensure responsible use of AI technologies when it comes to gambling.