GR8_TECH: 2027 will be the real test for artificial intelligence

According to GR8_TECH, the real success of artificial intelligence will be measured next year. The company believes that as the technology begins to be used across different business functions, it will be tested in back-office operations, customer relationship management (CRM), risk management, fraud prevention and overall decision-making processes.

The firm expects AI agents to become more advanced as well. Monitoring rivals' promotions and adjusting offers accordingly are cited among these examples. The impact of Google's AI overviews on search traffic is also reported to be already visible.

Looking at 2026, GR8_TECH assesses that AI adoption has remained "relatively shallow." According to the company, firms are using existing models with very little customization. The fastest adoption is recorded in the CRM area.

The company also notes that software economics is the defining factor for the iGaming sector this year. It is stated that smaller teams are now doing work that previously required larger teams. It is stressed that this should be added: it has come at a cost to many jobs.

GR8_TECH, which says the World Cup left its mark on sports betting operations this year, said it has gathered detailed information on how player behavior changes during major events. The firm predicts that ideas will become more important next year, and that AI will bring new engagement metrics and better player experiences.