Reel Lives: UNLV International Gaming Institute’s Dr. Kasra Ghaharian On AI Impact

Every gambler has a story to tell. And so does every person who chooses to make a living in this unique industry.

In our “Reel Lives” series, Casino Reports shines a spotlight on people working in the gaming business, from executives, to analysts, to media members and communications pros, and all points in between.

The subject in this interview: Dr. Kasra Ghaharian, the director of research at UNLV’s International Gaming Institute. While Ghaharian’s work and research touches on numerous aspects of the gambling world, including machine learning, consumer protection, and payments modernization, this conversation hones in on one of the more controversial topics in the industry: artificial intelligence.

Casino Reports (CR): How do you view the current conversation around AI in gambling — what’s real, and what’s hype?

Kasra Ghaharian (KG): A lot of what’s being called AI is really just marketing rhetoric. Companies are relabeling techniques they’ve used for years as “AI.” That said, there have been real transformations, particularly around generative AI. It’s a mix — some of it’s a façade, but some of it is genuinely new.

CR: Where do you think we’ve seen the biggest impact so far?

KG: Most of the novelty is around generative AI, and it’s mainly about operational efficiency — back-of-house improvements. Anything from helping employees be more efficient with writing emails and brainstorming to helping analysts and other technical staff be more efficient with coding, for example. Other emerging GenAI use cases include game studios creating assets, copywriting and content amongst marketing teams, and companies leveraging it to comb through large volumes of unstructured documents quickly.

CR: What about customer-facing applications? Are we there yet?

KG: We’re starting to see the first wave. Large language models are powering chatbots that interact with customers. I think in the next year we’ll see more customer-facing features, and even generative AI applied to live dealers. There will be various issues to sort out — e.g., data privacy, IP protection, licensing, etc. — but the technology makes it possible, and regulations and policy will need to adapt.

CR: Could these developments extend to sports betting too?

KG: Definitely. FanDuel, for example, has a betting assistant that can research for you — things like how a team performed last season and then showing you the odds. We’ll probably see agentic AI next — personal betting agents that research and even place bets on your behalf.

CR: What about responsible gambling — how does AI fit into that?

KG: Machine learning has been very successful in responsible gaming for over a decade. Generative AI hasn’t really transformed that area yet, but it will. Picture an ML model flagging someone as at risk, and then a language model interpreting the reason and automatically reaching out with an email or message. That kind of workflow is likely to emerge soon.

CR: What role do you see regulators playing in this? Are they prepared?

KG: I’m not sure regulators have the AI literacy yet to govern this effectively. That’s why we set up our AI research hub “AiR Hub” — to understand both the opportunities and the challenges. Other industries like finance, insurance, and healthcare are already hiring responsible AI teams. I think gambling companies will follow suit —maybe even appoint a chief responsible AI officer or team. It’ll be a cross-functional job, touching compliance, IT, and responsible gaming.

CR: Where do you see AI in gambling five years from now?

KG: Honestly, I don’t think it’s worth asking that question with AI — it’s moving too fast. But if I had to pick one word, it’s hyper-personalization. That’s where gaming is headed.

CR: Any last thoughts on the big-picture impact?

KG: One thing we haven’t talked about is workforce displacement. AI could replace the work of five, maybe more, casino hosts, for example. That doesn’t mean those people won’t have jobs, but their roles will shift. It’s about upskilling and redefining responsibilities. Things are changing quickly.

Reel fast

When you’re not thinking about gambling, you are …

When I’m not focused on gambling, I’m typically spending quality time with my family, indulging in digital crate digging for new music, and staying fit bouldering and cycling.

If you could have dinner with anyone in the fields you cover, alive or dead, it would be …

For gambling, Phil Ivey. And for AI, Alan Turing.

Flip-flops, slides, or sneakers? 

My shoe collection has everything to fit the occasion. Got to have a good loafer (or two) as well!

Beach, pool, or air conditioning?

Beach. Las Vegas doesn’t have one, and the kids love it!