AI is growing the personal experience in sports betting and casino

Artificial intelligence is changing how sports betting and casino companies operate. BetConstruct AI's Chief AI Officer Mushegh Khachatryan told SBC News how the company uses this technology to reduce operators' costs and generate revenue.

According to Khachatryan, personalization is not just about recommending games. The company tries to understand what each player likes, what they ignore, when and how they play, how sensitive they are to prices or bonuses, and how their behavior changes. This information can shape the entire customer journey, from the casino homepage and promotions to messages and the timing of communication.

Khachatryan describes the goal as moving from offering one casino experience to a million players to offering a personalized experience to each of those million players. He says the commercial impact varies by operator, market and product maturity. In the company's deployments, recommendation systems have produced gains ranging from single-digit percentages to much higher levels. In more mature deployments, turnover in the areas where personalization is applied can rise by around 10 to 15 percent.

Khachatryan says the effect accumulates across many connected areas rather than appearing in a single metric. Better game discovery, player retention, CRM conversions and bonus efficiency together make a meaningful commercial difference. In his view, AI is not a single feature but an intelligence layer that improves many of the business's decisions.

Asked whether the commercial gains come from longer session times or more frequent betting, Khachatryan said both are valid. However, he stressed that the main improvement comes from reduced friction, as players find relevant content more quickly.