This session explores how AI-powered personalisation is transforming the iGaming landscape, boosting player engagement while enabling proactive, data-driven responsible gambling interventions. Through real-world case studies and insights, discover how AI can drive both loyalty and protection. Personalising player journeys through real-time behaviour analysis and AI-generated interactions. Using AI to anticipate harmful patterns and trigger early, effective responses. Enhancing efficiency in risk management, fraud detection, and responsible gambling workflows.