Australia’s ACMA warns of AI misuse across gambling platforms
The Australian Communications and Media Authority (ACMA) has warned that the growing use of artificial intelligence (AI) in the online gambling sector can be misused by operators, triggering new concerns about consumer protection.
In a newly issued report, the regulator said AI is now being widely adopted across telecommunications, media and wagering services. While the technology is improving efficiency and enabling new products, it is also introducing risks that may outpace existing safeguards.
Within online gambling, ACMA identified several core areas where AI is already in use. One of the most significant is predictive analytics, where operators rely on advanced models to calculate betting odds. These systems process vast amounts of data, including live inputs such as player injuries, weather conditions and betting patterns, allowing odds to be updated almost instantly and enabling a broader range of markets.
AI used in promotions
Another trend picking up pace is personalisation. Many gambling platforms can now change promotions, content and even the app layout for each user. With the help of AI, they can track things like how often someone bets or how much they spend, then use that to push offers aimed at keeping them active. Regulators and industry watchers say this kind of targeting can hit vulnerable users the hardest.
The report also points out that AI can spot warning signs, such as repeated losses or long playing sessions. This could help flag risky behaviour, but it can cut both ways. In loosely regulated settings, the same data might be used to nudge users to keep betting, for example, through well-timed offers or rewards, which could make things worse.
The positive role
At the same time, the ACMA acknowledged that AI can play a positive role in preventing harm. For example, monitoring tools can help track player activity in real time and issue warnings, triggering interventions such as alerts, deposit limits, or referrals to support services. In addition, it can also be used to strengthen fraud detection, identify unusual transactions and improve identity verification processes.
Several major operators, including Sportsbet, Tabcorp, Entain, Bet365 and PointsBet, are already deploying AI-driven systems across their platforms, underlining how quickly the technology has become embedded in the sector.
Beyond regulated markets, the risks may be more pronounced, particularly where oversight is limited or inconsistent. For instance, some observers warn that AI tools can be used to generate wrong betting advice.
It can also be used to produce expert analysis or even to create the appearance of active markets where little genuine activity exists. A strong AI system may also expose younger audiences to gambling-style content, especially on digital platforms where the boundaries between gaming and betting are increasingly blurred.
These concerns have prompted wider efforts to introduce safeguards, although progress remains uneven. Frameworks such as the U.S. Blueprint for an AI Bill of Rights and the European Union’s AI Act aim to set broader standards for responsible AI use, but they are not tailored specifically to gambling.
More recently, in March 2025, the International Gaming Standards Association said its Ethical AI Standards Committee began work on a best-practice framework intended to help regulators better understand and oversee the use of AI in the gambling sector.
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