AI Personalization and Its Influence on Online Gamblers’ Behavior

Abstract

Technological advancements in algorithmic personalization are widely believed to influence user behavior on online gambling platforms. This study explores how such developments, potentially including AI-driven mechanisms, may affect cognitive and motivational processes, especially in relation to risk perception, decision-making, and betting persistence. Using ordinary least squares (OLS) and panel regression models applied to behavioral data from a gambling platform, we examine patterns that are consistent with increased personalization between two distinct time periods, 2016 and 2021. The datasets do not contain any direct metadata regarding AI interventions. However, we interpret changes in user behavior over time as indicative of evolving personalization dynamics within a broader technological and contextual landscape. Accordingly, our conclusions about algorithmic personalization are inferential and exploratory, drawn from temporal comparisons between 2016 and 2021. Our findings show that users receiving personalized bonuses or making early cash-out decisions tend to adjust their stake sizes and betting frequency in systematic ways, which may reflect indirect effects of technological reinforcement strategies. These behavioral patterns raise important ethical and regulatory questions, particularly regarding user autonomy, algorithmic transparency, and the protection of at-risk users. This research contributes to the literature on digital behavior influencing gambling by framing the analysis as observational and quasi-experimental and suggests that further studies use experimental and log-level data to more specifically analyze the algorithmic effects. However, no causal claims can be made about AI influence as the temporal contradictions are interpreted as broad phenomena of technological developments, since they are not measured as algorithmic interventions. Further studies should also investigate the development of predictive models aimed at countering gambling addiction; evaluate the long-term ethical implications of algorithmic personalization; and discuss potential solutions codeveloped to foster a responsible gambling climate.

Keywords

• artificial intelligence
• online gambling
• user behavior
• algorithmic personalization
• gambling addiction
• behavioral targeting