Narrativa is among a crop of startups seizing on the artificial intelligence boom to enthusiastically automate writing tasks that would once have fallen to humans. From penning regulatory documentation for Pfizer to zhuzhing up marketing copy for insurance and e-commerce firms and helping generate breaking news articles for The Wall Street Journal, the Los Angeles-based Narrativa boasts roughly 50 clients in various industries. But one of its core focus areas, comprising a quarter of its business, is a little more polarizing than the rest: gambling.

Working with major industry players like 888 and Betway, Narrativa uses large language models to pump out everything from automated summaries of sports games to SEO-friendly reviews of online casino games and promotional social media posts. With no humans required, the 20-person company's AI tools produce 10 million words a month for gambling clients — the effective output of 170-odd full-time writers producing a grueling 3,000 words a day. It's all in service of enticing gamblers to place more bets.

"You want to create a community, you want people coming back for more," Matthew Rector, Narrativa's vice president of content, says. "You want to foster that environment, and our content helps facilitate that."

Sam Altman, Elon Musk, Satya Nadella, and the tech industry's other top impresarios talk a big game about how AI may one day attain sentience, solve the climate crisis, and lead society to a post-scarcity economy. Today, though, the technology is being embraced by traditional industries for more prosaic — and mercenary — aims. Key among them is the gambling industry, which is rapidly adopting AI for everything from writing alluring online marketing copy to identifying and helping problem gamblers to tracking people and perfecting the physical layout of casinos.

The ultimate goal: to harvest ever more money from gamblers, by profiling them, feeding them content and games personalized to their whims, and cajoling them to stay longer and make bigger bets.

The gambling industry, much like AI, is in the middle of an unprecedented gold rush. In 2018, a US Supreme Court ruling allowed states to legalize sports betting; nearly 40 states since did exactly that. Major investments have since flooded in, with some gambling stocks hitting record highs and private-equity firms jumping into multibillion-dollar deals with gambling and casino companies.

Meanwhile, consumers' wallets have been emptying: Americans bet a record $120 billion in 2023, according to the American Gaming Association. A study by California researchers released in 2024 estimated that legalized gambling across America may result in as many as 30,000 bankruptcies and an additional $8 billion in debt collections each year. Another paper out of Kansas found that average household investments in the stock market dropped in states where gambling was legalized by roughly $50 per quarter. (In Brazil, which legalized online gambling in 2018, as much as one-fifth of welfare money is now spent directly on gambling, the AP reported in November.)

Under the hood, artificial intelligence is helping power this surge.

Several online betting platforms, for example, offer "micro bets," which allow gamblers to bet in real time throughout the game — who gets the next touchdown or makes the next tackle, whether the next play will be a run or a pass. AI companies like SimpleBet (recently acquired by DraftKings for $195 million) have automated processes that allow the maximum number of possible micro bets to increase by an order of magnitude. No longer bottlenecked by the capabilities of human sportsbook odds calculators, every moment of a sports game can be turned into a wager. Won your bet that Lamar Jackson would throw on 2nd and 10? Why not bet again that he'll scramble for the first down on 3rd and 3?

Physical casinos are also looking to harness AI for efficiency gains. nQube, a Canadian startup run by a physics professor, uses machine learning to optimize the placement of slot machines on casino floors, profiling players and the performance of one-armed bandits individually and collectively — replacing an older generation of floor-manager intuition and basic analysis. Some of nQube's findings have been counterintuitive: It turns out that removing the total number of slot machines can often increase the casino's "win," if the machines are arranged in a way that redirects players to games where they'll make larger bets.

Jason Feige, a cofounder of nQube, had been working on computational astrophysics when his partner, Stasi Baran, found a scientific paper about the problem of optimal casino floor planning. Though neither had any gaming experience, they both realized their work could be a fit. "I like math and I like hard problems, and she brought me just a monster of a problem and I just fell in love with it," Feige says. "I have never seen data as clean and as comprehensive as what you see in this industry, largely because it is so heavily regulated. But that combined with the kind of powerful AI systems that I've been building, it was just such a natural fit. I just absolutely fell in love with the industry."

The prospect of deeper AI integration is definitely in the air. At one of the gambling industry's biggest events, G2E, a glitzy conference held in Las Vegas in September, there were packed panels on AI in sports betting, women in AI, AI-powered behavioral analytics and "responsible gambling," and AI for customer relationships.

One of the most enticing, and controversial, uses of AI in gambling is customizing casinos — virtual and on the floor — to each gambler.

Just as Netflix uses machine learning and data science to tailor each user's feed to what they're most likely to binge, the startup Future Anthem uses similar tools to keep users hooked on casino websites. The UK-based software provider builds a personalized, dynamic homepage, presenting the exact right game — bingo, slots, poker — to cater to a player's desires at the exact right moment, offering bonuses if the player is getting dejected and keeping them betting for longer.

"We have machine-learning models that are understanding and humanizing that player, that player data," says Ian Tibot, Future Anthem's chief commercial officer. "We see every single spin of a slot, we see every single bet, and we actually understand the experience that the player is having by creating the concept of a session out of that data, and that allows us to understand changes in patterns of behavior."

Brick-and-mortar casinos are also digitally profiling their users. Some locations have RFID chips embedded in every gambling chip, tracking how each gambler is playing and building a profile that automatically directs human workers to intervene as needed — an extra free drink here, a bonus spin there. "Before it used to be like a pit boss maybe having their eyes on 40 players across five tables" to monitor bet sizes and manually assign perks and freebies, says Kasra Ghaharian, a researcher at the University of Nevada, Las Vegas, International Gaming Institute. "It wasn't very accurate," he says. AI allows casinos to "be much more precise in how you're tracking that activity."

Beyond using AI for efficiency gains and user profiling, the industry's ultimate vision for employing the technology is much more ambitious — and unsettling.

In a research paper published last May, the consultancy giant Deloitte's Global Lottery and Gambling Centre of Excellence predicted a future where every game could be personalized in real time to appeal to individual gamblers. Generative AI, the authors wrote, could "allow the games themselves to generate content based on the explicit or even implicit actions of players, from instantly generated new items and playing levels to in-game characters that can have lifelike discussions."

The technology, they continued, could create "individually themed online slot games that can respond to a player's voice and even generate novel content in response to a player's behavior and game history." Generative AI chatbots the players could talk to, games with themes automatically tailored to their preference — the ultimate filter bubble. Social media's endlessly personalized carousel of content is already notoriously addictive, and the damaging parasocial relationships that can be formed with AI chatbots are currently under a microscope following reports of suicide and self-harm linked to a popular provider. Adding these elements to the famously powerful money-extraction machine that is online gambling is a potent combination.

Gambling is historically a human-centric business — gamblers try their luck against the house, for better or worse. But Christina Thakor-Rankin, a veteran industry consultant based in the United Kingdom, dreams of an automatically managed brick-and-mortar casino in the years and decades ahead, akin to Amazon's automated Go convenience stores, with unnecessary human staff costs eating into the casino's margins.

"Look at the amount of operating expenditure required in terms of serving customers, monitoring customers, keeping them safe, people who work in the cage or the cashier pit bosses. What if you had a casino that was very similar to the new generation of self-service Amazon stores where you don't need cash and you don't need people?" she asked. "How would that kind of technology transform a world of sportsbooks, but also land-based casinos?"

At least one casino workers union, the Culinary Workers Union, has raised concerns about the risk of blue-collar jobs in Las Vegas being automated. In 2019, The Nevada Independent reported that between 38% and 65% of casino jobs (depending on the study cited) in the south of the state could be automated over the next decade and a half, calling the city "one of the most vulnerable to automation in the entire country."

But for many gamblers, a trip to Vegas isn't just a transaction — it's an experience, punctuated by banter with dealers, table service, shows, and the seedy glamour of the strip. It remains to be seen if they will accept a robot substitute.

Artificial intelligence may be a moneymaker for gambling companies, but the companies say it's also something else: a remedy for problem gambling.

Playtech, a European gambling software provider, is one of several firms using AI to try to suss out when a gambler is demonstrating signs of addiction or problematic play and intervene. Part of this is recognizing a player's patterns — larger-than-usual bets, or declined deposits, or playing at unexpected times — and interjecting with prompts suggesting they take a break. (Future Anthem says its systems can also detect aberrant behavior and automatically check in with target gamblers.)

"Online gambling companies have lots, tons of data about their players because every single bet or every spin on a slot, every single deposit, the time you spend online, there's lots of information," says Francesco Rodano, Playech's chief policy officer. "So we train an AI model to analyze this behavior and recognize possible harmful patterns."

Playtech and other gambling companies are also developing chatbots that gamblers can talk to about addiction — the logic being that because gambling addiction is stigmatized, addicts may actually be more comfortable talking to a nonhuman.

Rodano acknowledges that the same technology that could help problem gamblers could also be used to exacerbate their addictions. "If you use a tool like ours to identify vulnerable players, in theory, you could use that information to target them — which is the opposite of what the tool is intended for, which is totally unethical," he says. "If you operate in a regulated market, it's very unlikely to happen because the regulator would notice that and clamp down."

Amid frothy valuations and wild hype, there's a risk of overstating the technology's near-term promise — particularly the more giddy ideas, such as Thakor-Rankin's predictions of a Caesar's Palace augmented with robotic, voice-activated "Centurions." And some industry insiders say that what's now called AI might be considered statistics or big data, just rebranded.

"I like to say that we've been doing AI since before it was cool and this new age of AI hype — it's been very interesting to navigate because on the one hand, everyone wants to talk about AI, which is great for us," says Stasi Baran, nQube's cofounder.

"On the other hand, there's so much noise to sift through for our customers and for us as well to determine, everyone says that they've got an AI product, but what's actually real and what actually brings real value? I mean, that's difficult to determine. I think there's a lot of overnight AI experts out there, and that concerns us."

This AI frothiness isn't unique to the gambling industry, and the space has long had a nose for innovations that boost its bottom line — from the development of electromechanical slot machines in the 1960s to the creation of loyalty programs for high rollers in the '80s. As ever, the house always wins.

Rob Price is a senior correspondent for Business Insider and writes features and investigations about the technology industry. His Signal number is +1 650-636-6268, and his email is [email protected].

Richard Marcus was a casino cheat in Las Vegas for 25 years. He says he used a mixture of chip scams and social engineering to con casinos such as Caesars Palace, the MGM Grand, and the Riviera out of millions of dollars. Though he was tailed by private investigators, he was never caught.

Marcus discusses the influence of the Italian Mafia in Las Vegas and his early years of being recruited while working as a dealer at the Four Queens Casino. He covers casino cheating teams and how they used the false shuffle in baccarat and the Savannah move. He also discusses casino surveillance, security, and the role of the police and the FBI, and he suggests ways to catch cheaters.

Marcus now works as a security advisor at several casinos and chairs the Global Table Games & Game Protection Conference. He is the author of "American Roulette," "The World's Greatest Gambling Scams," and "The Great Casino Heist."

For more, visit:
https://www.youtube.com/@richardmarcuscasinos https://globaltablegamesprotection.com/books/

If it feels like everybody's betting nowadays, it's because a whole lot of people are. 2024 was the year companies from sportsbooks to prediction markets to trading apps asked, "Wanna bet?" And Americans responded with a resounding yes.

The ground has shifted on gambling in the US in recent years as it's become easier than ever to try your luck at, well, a lot of things. In a survey conducted in July and August for the American Gaming Association, 55% of surveyed adults said they had participated in some sort of gambling over the past year, up from 49% in 2023. Americans are expected to wager some $150 billion on sports this year, up from about $120 billion in 2023. People bet tens of millions of dollars on the 2024 election, with companies such as Polymarket and Kalshi raking in big bucks. The trading platform Robinhood got into presidential-election betting, and it says it's looking into sports gambling now, too.

It's not just explicit betting, either. A lot of "investing" looks very much like gambling nowadays. There's an increasing acknowledgment that the point of bitcoin is really "number go up" (and down), that it's a speculative investment without much of a use case. Small-time investors doing options trading on platforms such as Robinhood aren't banking on a stock's underlying value; they're just guessing at where it's headed over the next little while. And the meme coins are just complete casinolike chaos, full of pump and dumps and rug pulls and meteoric rises and falls.

Even if you're not putting money on the line, it's almost impossible to escape the proliferation of gambling. There are unceasing commercials during sports games and a deluge of ads on our phones. Culturally, the broader acceptance of gambling is on the upswing — betting's positioned as cool and exciting and fun. There's not so much focus on the downsides yet. Betting is in its Marlboro Man era, and a lot of people are dealt in.

"There's definitely a younger cohort that is trying to — I don't want to say get rich fast, but they're looking for ways to get around the system," Chad Beynon, an equity analyst at Macquarie, said.

That can take a lot of formats — betting on a football game or piling into a meme coin because some guy on X said it was the next big thing. It sounds more appealing, though not more realistic, than a traditional 9-to-5 job. That's especially pertinent in an economy where people don't feel particularly optimistic about their prospects. Instead of a "vibecession," maybe what's happening is a "vibe-screw-it."

The most novel — and notable — gambling story in the US remains the explosion of sports betting. Since the Supreme Court in 2018 struck down a federal law prohibiting it, 38 states plus Washington, DC, have legalized wagering on games. The past few years have been a land grab of sorts, with companies such as DraftKings, FanDuel, Caesars, MGM, and even Disney (via ESPN) trying to get a piece of what they hope will be a very lucrative pie.

"That's the one that opened the floodgates in terms of creating a large addressable market and throwing a spotlight on the scale of the US online-gambling opportunity," Chris Grove, a sports-gambling-industry investor at Acies Investments, said.

The top two operators — DraftKings and FanDuel — have managed to amass a lot of market share and start to venture into other arenas, such as lotteries and iGaming, the industry term for online blackjack, roulette, and slot machines, which is thus far legal in only a handful of states. Adjacent products around daily fantasy sports, such as PrizePicks, have taken hold as well. It "just shows that consumers are clamoring for something," Grove said.

There's still room for growth in sports betting, though it's increasingly limited. There are some big holdout markets, such as Texas and California, and only about one-fifth of the population has bet on a sport in the past year, according to the AGA. But the holdout states are holding out for a reason, and at least some aren't likely to change course. Companies sort of have to look elsewhere to get people to open their wallets.

"For the business model to work, you probably need to cross-sell to other areas," Beynon said.

The takeoff of sports gambling has many businesses looking around and wondering just what else people are willing to bet on — and, in many cases, guessing correctly that the list of possibilities is long. Maybe sports betting isn't for you. That's fine, but what about an online lottery? Or sweepstakes casinos? Or a slot machine on your phone? Or the next Treasury secretary of the United States?

"The minute that you got widespread regulated online gambling in the US, it was inevitable that nontraditional stakeholders were going to look at getting in on the action," Grove said. "Robinhood is one example of that, and prediction markets are one of the most likely vectors for that expansion, but they're far from the only brand or the only vector that we're going to see explore online gambling in years ahead."

Beyond sports betting, 2024 was a monumental year for prediction markets and crypto. People spent millions of dollars betting on the election, despite the legal gray area around political gambling. On Polymarket, players — though not Americans — can bet whether the US will confirm aliens exist or if Luigi Mangione, the suspect in the killing of UnitedHealthcare's CEO, will plead guilty. In Cryptoland, bitcoin surpassed the $100,000 mark, and despite constant scams, the meme-coin market is as alive as ever. These are not legitimate investments; they're bets people are making that they can get out before everyone else. (Sometimes, in the pump and dump, you think you're the dumper when you're really the dumpee.) Given Donald Trump's election, it doesn't look like tough regulation is coming for the crypto space anytime soon, so hold on to your hats.

Broadly, gambling has been normalized across American culture. Sports leagues used to be anxious about sports betting and worry it would turn off fans. Now they've seen the dollar signs and embraced it. The vibe around elections betting is that it's kind of cool and smart, a wisdom-of-the-crowds way to prove your political chops. With crypto, the hope is everybody's going to get their bag sooner or later, or if not, at least they think they're in on the joke.

"Every consumer has different motivations for why they're doing it," said Steve Ruddock, a gambling-industry analyst and consultant and the author of Straight to the Point, a newsletter about gambling. "Some are doing it purely for entertainment. Some are doing it as a time sink. Some small percentage are doing it because they're addicted."

It's easy — and responsible — to worry about the harms of gambling culture. There's evidence to suggest sports betting in the US is getting people into trouble with debt collectors, leading to missed car payments, and may even cause a spike in bankruptcies. When people are betting on a baseball game, they're not putting money into long-term investments, and households that are already under financial strain are harder hit. And whatever negative impacts occur aren't limited to gamblers themselves.

"The harms radiate out into families, into the economy, into many sectors of social and cultural life," said Rachel Volberg, a professor at the University of Massachusetts Amherst who researches gambling. Most research suggests about 1% of adults develop a gambling disorder. But just because you don't meet the clinical criteria for a disorder doesn't mean all is fine and dandy, Volberg said. "To only talk about the tip of the iceberg means you miss 90% of the impacts," she told me.

Gambling companies have mechanisms in place to ensure responsible gambling. (Not to mention that some companies offering crypto and high-flying stock trading say this is not gambling at all.) Reasonable minds can question how effective those are. In the US, there's a lot of impetus placed on individual gamblers to police themselves and set their own limits, and even if you do reach your limit, you can move on to another app.

The sudden boom has pushed public health experts in the US and worldwide to sound the alarm on gambling. A recent report from The Lancet Public Health commission on gambling found that nearly 450 million people around the globe have experienced at least one behavioral symptom or negative consequence from gambling.

"The answer, globally, that the commission puts forth is, 'Come on, guys, wake up,'" said Malcolm Sparrow, a professor of the practice of public management at Harvard and one of the members of the commission. "We are in a very rapid growth period. The assumption is that legalization, which is already running a pace, is going to just continue until it's ubiquitous. And we are not paying enough attention to gambling-related harms."

Here is the thing, though: Gambling is fun. Generally, people do have a right to use their money how they please, and most can gamble responsibly. Exactly how to regulate and where to draw lines is complicated, whether you're talking about an in-game bet or an obscure penny stock or a meme coin that makes zero sense. But public health experts say it's important to figure out where to draw it.

"On many other public health issues, we are, to a degree, paternalistic," Sparrow said. "You must wear a seatbelt. We don't sell alcohol to kids."

Perhaps the weird thing about the current moment is once you start to notice the prevalence of gambling in a few places, you start to see it everywhere — I see it in my own life. I was at a New York Rangers game the other weekend, and not one but two betting apps were advertising on the ice. On a recent trip to New Jersey, I took advantage of an online casino, which is legal in the state. I lost $10 on blackjack in a matter of minutes. Beyond sports, many of my friends and family are at least dabbling in crypto and have taken note of prediction markets. One group I know is talking about organizing a party-bus trip to Atlantic City, New Jersey, just because.

It's hard not to wonder what's going on in culture now that gambling has gone from a no-no to out in the open and even hip. What's getting its claws in us, and why is it working right now in particular?

Natasha Schüll, a cultural anthropologist at New York University and the author of "Addiction by Design: Machine Gambling in Las Vegas," told me she'd identified four shared criteria of products that hook and hold us, from betting apps to dating apps, which are a little bit like gambling. They're antisocial and solitary, so you can get lost in your own flow. They offer continuous, fast feedback, which serves as reinforcement. They're unpredictable, so you can't be exactly sure when a reward will come. And they never come to a close or resolve — you just keep going. The result is that people get pulled into what she describes as a gambling "machine zone," where the world sort of falls away, and people fall into a rhythm of go, then again, then again.

"There certainly is a cultural story to tell here too, where we're living in a context of uncertainty in the world, whether politically or environmental or economic uncertainty," Schüll said. When you gamble, you're diving into uncertainty and chance, but also in an ordered, calm, digital environment that's cordoned off from the outside world. "It might start being about thrill and suspense and imagining a big win or imagining that you're having an encounter with chance," she said. "But once you put yourself in the seat, so to speak, and start having the interaction, the formatting of it and the flow of it gives you this other thing. It gives you this way to modulate your affect and go into a zone that allows you to avoid life."

It could be the case that in 10 years, we'll look back at the current moment and realize this was all fine — it was OK that people were gambling a bunch, that even major athletes were getting caught up in it. Hey, maybe even the meme-coin stuff will work out. The likelier scenario is that we wonder what we were even doing. Or we realize we probably should've done things a little differently.

Volberg, from UMass Amherst, has been studying gambling for 40 years and has seen this story play out before in other countries. Some form of gambling gets the go-ahead, it takes off, and there's a lag in realizing the consequences and getting guardrails in place appropriately.

"It's a pattern I've seen over and over again where it's after the fact," she said. "And if you don't start monitoring impacts before the actual new form of gambling is being used, you really have no idea what the baseline looked like."

The argument many companies will make is that people will gamble anyway — on sports, on elections, on whatever — and that making it legal brings that activity into the light, gets it some oversight, and generates tax revenue for the states. That's true, but also, once the government greenlights it, people who otherwise wouldn't gamble start. It's impossible to argue everyone on FanDuel right now was betting on sports on some offshore account 10 years ago. If it were that easy, sportsbooks wouldn't be investing so much in advertising to draw people in. On the meme coins, I mean, if you got bamboozled by the "Hawk Tuah" girl's crypto shenanigans, that's at least a little bit on you. But also, you probably deserve some protection next time. (But seriously, next time, maybe think that one over a bit more.)

In the meantime, may the odds be ever in your favor, because we're not getting out of gambling-palooza anytime soon.

Emily Stewart is a senior correspondent at Business Insider, writing about business and the economy.