iGB@ICE 2026: Emphasizing Effective AI Use in Gaming

At ICE Barcelona 2026, Konstantinos Papakonstantinou, head of AI at Kaizen Gaming, participated in a fireside chat with Bjorn Katerbau, chief growth officer of Aircash, to explore an important discussion point in the AI landscape: the distinction between emerging capabilities and the rebranding of established tools. Papakonstantinou highlighted that despite the rising interest in generative and agentic AI over the past two years, traditional machine learning and predictive analytics remain the backbone of measurable returns in the industry. He estimates that these established technologies account for approximately 90% to 95% of the business value derived from AI, with newer methodologies yet to demonstrate comparable impacts at scale. 'We are still to see the benefits from the new magical abilities,' he remarked. Instead of viewing AI purely as a novelty, Papakonstantinou believes that an operator's competitive edge lies in the effective application of AI technology. The focus should be on utilizing AI to present content and information in ways that are both personalized and accessible. He noted that Kaizen Gaming's AI-driven personalization strategies have yielded substantial returns, especially through tailored rewards in casino and sportsbook offerings. He emphasized that one-size-fits-all bonuses are becoming less effective, and understanding individual player preferences is crucial for revenue growth. Papakonstantinou also cautioned against the temptation to chase trends, stating that many projects fail due to vague success metrics or a focus on popular use cases over established practices. 'You do not have a way to measure success, and you give in to the hype too much,' he warned.