AI-Powered Acquisition Is Accelerating Rapidly

One of the key themes of the session was how quickly AI tools are transforming acquisition strategies across the iGaming sector.

“Every three months, AI is doing something new that seemed impossible before,” said Frederico Camara, representative of Alts Digital and Aposta Legal. “Now teams can create content, visuals, set up campaigns, and let algorithms optimize them almost automatically.”

Camara explained that many companies are already reducing reliance on large operational teams as AI-driven automation becomes more efficient across bidding, campaign management, and content production.

According to him, the role of human teams is increasingly shifting toward strategic planning, campaign architecture, and performance oversight rather than manual execution.

Human Supervision Remains Essential

Despite the rapid evolution of AI systems, panelists repeatedly stressed that human expertise remains critical.

“Human supervision is not going anywhere,” said Julia Logan, Co-Founder and Head of Digital at AICT Media. “The person overseeing AI should understand the entire business process and know exactly what the company is trying to achieve.”

Logan emphasized that poorly guided AI systems often produce mediocre or ineffective results, particularly in complex industries such as iGaming.

Efe Baysal, Industry Manager at Match2One, also argued that AI works best when combined with strong human input and data analysis.

“We need proper input and output strategies,” Baysal explained. “AI cannot operate completely alone. Humans still need to guide the direction and interpret the outcomes.”

Shahar Attias, Chief Executive Officer at Hybrid Interaction, pushed the discussion even further by suggesting that the industry is approaching the era of the “single-person unicorn.”

“The technology already exists for one person to build almost an entire business using AI,” Attias said. “Content, SEO, CRM, platform development, automation — most of it can already be done.”


 

SEO Is Not Dead, but It Has Changed Completely

Another major topic during the panel was the impact of AI-generated search results and large language models on SEO strategies.

“SEO is far from dead,” Julia Logan stated. “SEO keeps redefining itself. We are simply entering another phase of evolution.”

Logan referred to recent search engine changes and the growing importance of optimizing content not only for traditional rankings but also for AI-generated overviews and conversational search interfaces.

Assaf Stieglitz, Founder at YZFOX OU, argued that the iGaming SEO landscape has fundamentally changed.

“What we knew as SEO for the past twenty years is already dead,” Stieglitz said. “Now it’s about data, authority, and being cited by AI overviews and large language models.”

He also criticized the declining quality of some search results, arguing that Google’s increased focus on AI has allowed low-quality or manipulative websites to gain visibility more easily.

AI Search Requires New Strategies

Aris Vrakas, Founder and CEO at RankBee AI, highlighted several tactical changes companies must adopt to remain competitive in AI-driven search environments.

“Traditional technical audits no longer work,” Vrakas explained. “Many companies still have technical issues that prevent AI search bots from properly understanding their content.”

Vrakas also noted that AI-driven SEO now allows businesses to simulate performance outcomes before publishing content.

“With AI simulation, you no longer need to guess,” he said. “You can predict whether content will perform before it even goes live.”

According to him, modern SEO is increasingly centered around concepts, authority, and contextual relevance rather than keywords alone.

Hyper-Localization Becomes a Competitive Advantage

The panel also explored how AI is enabling large-scale localization strategies across multiple regions and audiences.

“You cannot create content for every country using a single generic approach,” Aris Vrakas explained. “Each market requires different topics, trends, payment methods, regulations, and cultural references.”

Frederico Camara added that localization remains especially important in Latin America, where countries sharing the same language still require highly adapted communication styles.

“Mexico, Peru, Ecuador, and Chile all speak Spanish, but the nuances are completely different,” Camara said. “AI still struggles to fully understand those cultural differences.”

According to the speakers, successful localization increasingly depends on combining AI-generated scalability with experienced editors who deeply understand local audiences.

“We don’t need junior writers anymore,” Camara added. “We need experienced editors who know what truly connects with people.”

Measuring AI ROI Is Becoming a Priority

As companies continue investing heavily in AI initiatives, panelists also debated how businesses should properly measure return on investment.

“The danger with AI is that companies start projects because they seem exciting, not because they create value,” moderator Viorel Stan noted.

Shahar Attias argued that businesses must focus on measurable efficiency improvements rather than adopting AI for hype alone.

“If your AI implementation does not improve efficiency dramatically, then it’s probably not a good implementation,” Attias said.

Meanwhile, Efe Baysal warned that inaccurate attribution models can distort ROI measurements in acquisition campaigns.

“You cannot measure ROI properly if your attribution model is broken,” Baysal explained. “Companies need data-driven or multi-touch attribution models to understand the real value of each channel.”

Build or Buy? Companies Face Strategic AI Decisions

Toward the end of the session, speakers discussed whether companies should build proprietary AI systems or rely on external solutions.

“We build our own tools internally,” Julia Logan explained. “But the important question is whether existing solutions truly fit your business needs.”

Aris Vrakas suggested that flexibility and adaptability are more important than ownership itself.

“Everything changes every three months,” he said. “Your systems need to be modular so you can quickly integrate better solutions whenever they appear.”

Assaf Stieglitz argued that companies should build their own AI tools only when they possess unique proprietary data or a genuine competitive advantage.

“If you have unique data or a secret sauce, then build on top of it,” Stieglitz explained. “Otherwise, buying may be more efficient.”

Authority and Trust Will Shape the Future of AI Search

The session concluded with a discussion about brand authority and AI-generated search visibility.

“It’s all about authority,” Assaf Stieglitz said during the final audience Q&A. “AI systems increasingly evaluate whether brands, teams, and websites appear legitimate and trustworthy.”

Aris Vrakas added that companies must actively monitor brand impersonation and misinformation in AI search environments.

“If AI is uncertain about your brand, it simply won’t recommend you,” Vrakas warned.

As the panel wrapped up, participants agreed that AI is no longer an experimental tool in iGaming, but a core operational layer that is rapidly transforming acquisition, retention, SEO, and product development strategies across the industry.