GR8_TECH: 2027 will be the big test for AI

Betting technology platform GR8_TECH believes that the true tests of AI are on the horizon. Going through 2026 without hearing mention of AI has been a hard task, no matter which industry you work in or what country you live. The past 11 months have seen huge developments in AI technology, for better or worse. GR8_TECH now believes that 2027 will see the test of what AI can truly deliver as it is implemented across different business functions. The firm expects AI’s ability to support backend operations, CRM, risk management, fraud prevention and general decision-making to be put to the test. It also expects AI agents to become even more sophisticated, with possible examples being monitoring of competitors’ promotions and subsequent adjustment of offers. We’ve already seen the impact AI has had on search traffic as Google’s AI overview changed the way people engage with search engines. Looking back over 2026, GR8_TECH assesses that AI adoption remained “relatively shallow” as companies continued to integrate existing AI models with little customisation. It has seen the quickest AI adoption being in CRM, one of the disciplines the firm expects to see the tech tested against. GR8 TECH’s observations go beyond AI, however. The firm noted the economics of software as defining iGaming this year, with smaller teams doing the jobs of once larger ones which require more investment – though this will have come at the expense of many jobs, it should be added. As expected, the company noted that the World Cup “dominated the year” when it came to sportsbook operations, which led to “detailed insight into how player behaviour changes around big events”. So, what else does GR8_TECH expect for the year ahead? The firm expects that “ideas will become more significant” as a result of AI adoption, with new engagement metrics and better player experiences.