How ChatGPT and LLMs Are Used in Online Casinos: Support, Recommendations, and Risks

Large Language Models (LLMs), including ChatGPT, are becoming integral to the operations of many online casinos. These advanced tools can analyse vast amounts of text-based data, provide real-time responses, and assist with personalisation, support, and risk management. As of June 2025, the iGaming industry continues to integrate artificial intelligence technologies to improve the user experience and operational efficiency. However, while these technologies offer many benefits, they also pose new challenges and ethical concerns that must be carefully addressed.

Customer Support Powered by AI

Customer service is a critical component of any online casino’s success. Many casinos now use LLMs like ChatGPT to automate live chat responses, handle common queries, and even assist with complaints. Unlike traditional chatbots that follow pre-set scripts, ChatGPT can understand context and nuance, providing users with more accurate and helpful responses in real time.

This reduces wait times and allows operators to maintain 24/7 support without increasing staff. Casinos benefit from cost savings and improved user satisfaction, particularly in regions where round-the-clock service is expected. AI support agents can also operate in multiple languages, expanding the reach of casinos across global markets.

Despite these advantages, LLM-powered support still has limitations. While it can manage FAQs and basic account queries effectively, it may struggle with complex issues requiring human judgment or access to sensitive systems. For this reason, many online casinos maintain a hybrid model, where AI handles first-level support and escalates unresolved matters to trained agents.

Limitations and Reliability in Support Scenarios

Although ChatGPT is trained on a vast amount of information, it doesn’t have access to live databases or user account specifics. This means that it cannot retrieve withdrawal histories, update bonus terms, or manage user credentials directly. Misunderstandings or incorrect replies may still occur, especially in cases involving legal or financial disputes.

There’s also the question of trust: players may feel more comfortable interacting with a human, especially when discussing account issues or financial matters. Casinos must ensure that all AI interactions are clearly labelled and that customers can easily request human intervention if needed.

To ensure transparency and build trust, some operators now display an AI usage disclaimer or summary, indicating that certain replies are automated and supervised. This approach respects the user’s right to clear communication while maintaining efficiency.

Personalised Gaming Experience Through AI Recommendations

Personalisation has become a key factor in player retention. With the help of LLMs, online casinos can offer tailored game suggestions, bonus offers, and content recommendations based on a player’s activity, preferences, and betting history. This is achieved by analysing behavioural patterns and applying natural language understanding to deliver accurate and timely recommendations.

For example, a player who regularly participates in roulette games may receive targeted updates about new live dealer tables or themed variations of roulette. Similarly, users who favour slots can be notified of tournaments or exclusive titles released by their favourite game providers.

Unlike simple algorithms, ChatGPT can interpret not just the type of game, but also the tone and sentiment behind user interactions. This enables more sophisticated personalisation, including bonus terms suggestions, safe gambling reminders, and even entertainment-focused tips aligned with user interests.

Ethical Considerations in Targeted Promotions

While personalised recommendations can enhance user satisfaction, they raise ethical concerns, especially in connection with vulnerable players. The use of LLMs must comply with responsible gambling regulations to avoid encouraging excessive betting or targeting high-risk users with bonus-heavy campaigns.

In 2025, more regulators are requiring online casinos to prove that their AI models do not reinforce addictive behaviour. Operators must ensure that personalisation engines are integrated with self-exclusion databases, deposit limits, and other responsible gambling tools.

Casinos can mitigate ethical risks by setting clear boundaries for AI-driven promotions, using monitoring systems to flag problematic behaviour, and providing players with the ability to opt out of personalised content at any time. Transparency remains a cornerstone of responsible implementation.

Managing Risks and Security Concerns

The integration of LLMs introduces new vectors for data and operational risk. ChatGPT and similar models operate by generating output based on learned data, but they can also unintentionally expose sensitive information if not properly restricted. Moreover, relying on LLMs for decision-making without human oversight may lead to unintended consequences.

To ensure safety, online casinos must implement rigorous validation processes and security controls around any AI-generated outputs. This includes limiting access to sensitive systems, logging AI interactions, and maintaining audit trails. In regulated jurisdictions, failing to manage these risks could result in licence suspensions or penalties.

Another concern is content generation. Some casinos experiment with using LLMs for marketing materials or in-game descriptions. If not properly managed, this content may contain inaccuracies or violate advertising regulations, particularly if it relates to odds, payouts, or responsible gambling claims.

Compliance and Regulatory Oversight

As AI adoption expands, regulators in Europe and other key regions are setting stricter guidelines for how online casinos can use automated systems. In many cases, operators are now required to report the use of LLMs in customer interactions and marketing functions, especially when user data is involved.

In the UK, the Gambling Commission has already published updates requiring transparency in AI-driven services. This includes documenting training data sources, validating model outputs, and informing users when they’re communicating with an AI system.

To stay compliant, operators must maintain a balance between innovation and responsibility. They must ensure that all AI technologies are used to enhance user safety, not bypass regulatory controls. Collaboration between AI developers, casino operators, and legal teams is essential to achieving this equilibrium.