Building Trust in AI at ICE Barcelona 2026

During the second Reverse Pitch session at ICE Barcelona 2026, the audience witnessed a dynamic discussion led by Isabelle Zanzer and Ralitsa Dimitrova-Eide, founders of Compliance Play, and Harpo Lilja, CEO of Tugi Tark. Mark Flores Martin, CEO of Xgenia, addressed the challenges and opportunities AI presents as it transitions from a buzzword to an integral component in regulated gaming. The panel underscored the cautious approach of the iGaming industry toward AI, driven by concerns such as privacy, inaccuracies, job displacement, and loss of control over operations. Martin emphasized the need to build trust in AI by framing it as a tool that enhances the capabilities of teams rather than replacing human input. He noted that user resistance often stems from fears around job security, making effective onboarding and training essential. "They need to trust that if I learn this tool, is it going to replace me?" Martin stated. The discussion highlighted the necessity for transparency during the adoption process, advocating for a gradual integration that allows teams to interact with AI-enhanced tools on a limited basis initially. Xgenia's focus on no-code and low-code solutions aligns with a broader effort to democratize development, empowering non-technical teams to build compliance systems, workflows, and even games. Martin remarked that AI should not be viewed merely as an attractive feature but as a foundational element that becomes seamlessly intertwined with existing systems, much like the internet itself. He pointed out that the timeline for AI adoption varies widely, with larger enterprises often facing prolonged onboarding due to compliance, security, and organizational complexities.