ACMA flags rapid AI adoption in online gambling alongside emerging risks

The Australian regulator highlights efficiency gains, player protection tools and concerns around targeted marketing.

Australia.- The Australian Communications and Media Authority (ACMA) has highlighted the adoption of artificial intelligence across telecommunications, media and online gambling. It says that while AI is driving innovation and operational efficiency, it is also creating new regulatory and consumer risks.

In the online gambling sector, ACMA identified four primary use cases for AI: predictive analytics and odds setting, personalised promotions, content creation and design, and the detection of harmful or fraudulent behaviour. It said these applications are becoming increasingly common among licensed wagering providers operating in Australia.

According to the report, operators are using predictive AI models to analyse large datasets and calculate sporting probabilities more accurately. These systems can incorporate real-time inputs such as injuries, weather conditions and betting activity, allowing operators to generate odds almost instantly and expand the range of available betting markets.

AI-driven personalisation is also gaining traction, with operators tailoring promotions, app interfaces and content to individual users based on behavioural data. While this improves engagement and retention, stakeholders have raised concerns that targeted marketing and hyper-personalisation could increase risks for vulnerable users and contribute to harmful gambling behaviour.

At the same time, ACMA noted that AI can enhance player protection. Monitoring systems can analyse behavioural patterns in real time and identify signs of harmful gambling, triggering automated interventions such as alerts, betting limits or referrals to support services, it said. AI is also being used to detect fraud by identifying unusual betting or transaction activity and strengthening identity verification systems.

The report references several operators already implementing AI technologies, including Sportsbet, Tabcorp, Entain, Bet365 and PointsBet. ACMA concluded that while AI is delivering efficiency and innovation across the sector, its rapid adoption is prompting calls from stakeholders for stronger governance, transparency and safeguards to balance commercial benefits with consumer protection.

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The Australian regulator highlights efficiency gains, player protection tools and concerns around targeted marketing. Australia.- The Australian Communications and Media Authority (ACMA) has highlighted the adoption of artificial intelligence across telecommunications, media and online gambling. It says that while AI is driving innovation and operational efficiency, it is also creating new regulatory and consumer risks….