For years, operators have branded their platforms as “AI-powered,” yet a closer look often reveals little more than glorified chatbots and basic automation. True AI—the kind that adapts, learns, and enhances user experiences—remains largely absent.
Symphony Solutions, an IT and cloud transformation firm, believes it’s time to cut through the hype. The company’s latest innovation, BetHarmony—recently highlighted in SBC Leaders—positions itself as a true AI agent for the iGaming sector, delivering non-scripted interactions, deterministic decision-making, and real-time player analysis. Instead of questioning whether AI will reshape the industry, the focus now shifts to identifying real innovations versus empty AI claims.
At the recent SBC Summit, Valentina Synenka, board member at Symphony Solutions, called out the widespread misuse of AI in iGaming—where marketing claims often outpace technological reality:
This AI-washing phenomenon isn’t unique to gaming. Across industries, companies are slapping “AI-powered” onto products with little more than rule-based automation and pre-set workflows. However, in iGaming, regulators, players, and industry leaders are starting to notice.
Additionally, Synenka argues that most iGaming operators are dangerously behind in implementation and understanding what real AI actually means.
“I remember being at the SBC Summit last year, and I sat in on a panel where people debated, ‘Should we allow AI in iGaming?’ I thought, wow, this is inevitable. And it dawned on me that some are so behind they don’t even know where the whole market is moving.”
This raises serious concerns about whether operators are prepared for the evolving regulatory landscape and the growing demands for AI accountability.
BetHarmony: The AI Agent That Doesn’t Hallucinate
Most iGaming AI solutions today fall into one of two flawed categories: scripted automation, which relies on pre-programmed responses that fail to adapt, or hallucinating AI, which fabricates information and creates compliance risks. BetHarmony is neither. Designed as a deterministic AI agent, it delivers real intelligence—adapting dynamically to player behavior, identifying frustration points that require human intervention, and ensuring every response is accurate, compliant, and free from guesswork.
Alongside BetHarmony, Symphony Solutions is tackling another critical iGaming challenge: platform ownership. Most sportsbook solutions lock operators into revenue-sharing models, reducing long-term profitability. BetSymphony, by contrast, is a fully open-source sportsbook platform, giving operators complete control over their technology stack—without revenue-share obligations.
This means operators can:
- Customize their sportsbook experience
- Scale without third-party restrictions
- Eliminate unnecessary revenue splits
Together, BetHarmony and BetSymphony present a new AI-driven model for iGaming—one that prioritizes transparency, control, and real intelligence over scripted automation.
The Future of AI in iGaming: Adapt or Fall Behind
AI is no longer just an upgrade in iGaming—it’s the industry’s next battleground. The next wave of AI agents will go beyond scripted chatbots. They will detect fraud in real-time, personalize player engagement, and optimize loyalty programs—all while ensuring compliance through transparent decision-making. These systems won’t just improve operations; they will define the next generation of iGaming. Valentina Synenka sees the shift happening fast:
“In the next few months, more AI agents will appear. They could be in the fraud detection space or on the front end, handling bonuses and loyalty programs. These systems will be more intelligent, deeply integrated, and capable of managing complex player interactions.”
As AI continues to evolve, embracing these advancements will be key to working smarter, moving faster, and staying ahead in an increasingly dynamic iGaming landscape.
