BetConstruct pushes new operational approach to AI in iGaming

BetConstruct has presented a broader vision for the role of artificial intelligence in online gambling, arguing that the industry is entering a stage where the technology becomes part of day-to-day decision-making rather than an experimental add-on. In an interview with SBC News, Chief AI Officer Mushegh Khachatryan described how the company expects its new suite of AI products to alter operator workflows, player engagement, and risk controls over the next phases of adoption.

Khachatryan told the publication that AI in the sector has evolved into more than a novelty feature, stating that it “has moved beyond ‘innovation theatre’ and is becoming an operational layer that influences everyday decisions, from how we engage players and optimise journeys, to how we protect margins and manage risk.” He said that leading operators are already applying predictive tools for customer intent, real-time personalisation, and early anomaly detection.

Even with those advances, he observed that adoption remains uneven. The industry, he said, is in “a ‘two-speed’ moment,” with some companies able to deploy models responsibly due to better internal structures and others focused on standalone AI features without enough oversight or clarity. He added that the next major development will be “from ‘using AI’ to ‘operating with AI’: integrated, measurable, and accountable intelligence that improves performance while strengthening trust, compliance, and player protection.”

Khachatryan pointed to execution risks that slow progress, explaining that “the biggest faults we see are rarely about the algorithms. They’re about deployment discipline.” He outlined four areas that must be addressed: data fragmentation, “black-box adoption,” evolving fraud tactics, and the absence of shared standards. He remarked that operators will need stronger governance, documentation, and testing practices to ensure that AI output remains reliable and safe.

BetConstruct recently released a package of AI offerings showcased at the SBC Summit in Lisbon. Khachatryan said the company sought to create tools with measurable value for operators rather than attention-grabbing demonstrations. “Our view is simple: AI should create measurable advantage, not just generate headlines,” he explained, noting that the suite is designed to “help partners predict, protect, and personalise across the full player lifecycle.”

He highlighted the AI Game Recommendation System for content personalisation, CRM AI for predictive engagement and churn analysis, and Umbrella AI for profit and integrity use cases such as negative-NGR monitoring and bonus abuse detection. According to Khachatryan, what distinguishes this effort is that the suite is “purpose-built for iGaming realities” and structured around transparent performance evaluation.

He described BetConstruct’s broader AI philosophy using four themes: adaptive intelligence, measurable value, responsible personalisation, and integrated ecosystems. Khachatryan noted that the most visible improvements will appear in predictive CRM, proactive risk detection, and personalisation models that align experiences to individual player behaviour.

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As for upcoming additions, Khachatryan revealed “Our major upcoming release is Betting Mate, our sports betting AI offering, which launched during ICE.” He said the tool includes a conversational component for helping players assess team performance and a bet-building feature that constructs express bets based on user inputs for stake and potential win.

Beyond Betting Mate, Khachatryan explained that BetConstruct intends to move “from prediction to action,” enabling operators to apply model outputs directly to workflows. Near-term developments include AI-driven improvements to content discovery, message timing, and segmentation. Longer term, the company is working toward “Next Best Action” capabilities and expanding personalisation into sportsbook and live content while enhancing governance with monitoring, explainability, and operational controls. He said the ultimate aim is to help partners scale growth and protection without diminishing accountability.

Source:

“BetConstruct AI: industry must shift from ‘using’ to ‘operating with’ AI“, sbcnews.co.uk, January 12 2026