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Summary:
- Online gambling websites are ahead of land-based casinos in AI use, report finds.
- Industry leaders claim regulation and skills gaps are the main culprits for the delay.
- Experts say AI could transform guest experience, marketing and compliance.
The land-based casino industry is trailing its online counterparts when it comes to adopting artificial intelligence, according to experts speaking at the International Conference on Gambling & Risk Taking in collaboration with G2E.
Gap Between Online and Traditional Operators
The discussion circled around important findings from the “State of AI in Gaming 2026” report, compiled by the UNLV International Gaming Institute together with KPMG, which surveyed 83 gambling companies.
The findings show a clear gap between digital operators and traditional casino venues.
Rick Arpin of KPMG, who moderated the panel said,
One of the things we found in the report is that it seems very clear… that online operators and suppliers are ahead of the game in terms of adopting AI compared to the land-based operators
Industry leaders pointed to structural challenges holding back casinos, including fragmented data systems, regulatory constraints and a lack of technical expertise.
C.J. Foster, chief information officer at Station Casinos, said the issue comes down to “people, process, and technology”, noting that integrating multiple casino systems makes data consolidation difficult. He also highlighted regulatory restrictions and workforce skill gaps as key barriers.
Despite these challenges, speakers made sure to showcase AI’s significant potential in both back-of-house and customer-facing operations.
Nonetheless, many casinos are currently focusing more on internal efficiencies rather than on guest experience innovation.
At Fontainebleau Las Vegas, senior vice president of marketing and innovation Lori Kobashigawa said newer operators are better positioned to experiment due to modern systems and real-time data access. This allows them to more easily test AI tools for both operations and guest engagement.
Reshaping Jobs, Not Replacing Them
Talks around concerns regarding AI’s impact on jobs were also carried out, with speakers arguing that the technology is expected to change roles and not actually replace them.
Hospitality executive Patrick Miller believes the industry should guarantee that staff receive training to help them use new tools effectively while keeping guest experience at the center.
Experts also agreed that consumers are already using AI to plan their vacations and enjoy entertainment experiences, forcing casinos to adapt faster.
The panel concluded that AI could eventually redefine areas such as marketing, personalization, and even regulatory compliance if adoption accelerates.
