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The next development is increasingly being driven by Cubeia’s customers. Now the company is asking what customers will want to do with AI, Grenstad explains.
“We [recently] started asking, ‘What does this mean for the customer? What can the customer actually do with this?’ And I think we would have continued looking for that answer if the customer hadn’t come to us and said: ‘Can we let our AI agent deal with your data streams and use your platform?'”
One customer built its own casino landing page and wanted to use Cubeia’s APIs to make it work with the platform. “Another wanted to use Cubeia’s player account management system to build its own functionality, including personalised bonuses,” Grenstad recalls.
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“Speaking to various parties across the gambling field, it is clear that progress has been made in recent years. How has the conversation moved on from ‘Are we doing DEI?’, to ‘Is it improving our business, our culture and our ability to attract and retain great people?'” Mark Skinner, chief people officer at Allwyn Digital, asks.
He believes the conversation has matured and gambling companies are now expected to deliver measurable outcomes.
“Stakeholders increasingly want evidence that initiatives deliver meaningful outcomes rather than simply demonstrating good intentions,” Skinner suggests.
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