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A new global study examining artificial intelligence in the gambling sector indicates that adoption is advancing faster than oversight, with companies implementing AI tools without corresponding governance structures to manage associated risks.
The report, titled The State of AI in Gaming 2026, was jointly released by the UNLV International Gaming Institute’s AI Research Hub and KPMG LLP. It is positioned as the first edition of an annual benchmarking series tracking how AI is influencing the global gambling industry.
Drawing on survey responses from 83 gambling companies and 113 regulators worldwide, the study combines this data with a 15-year analysis of academic publications, patent filings, and expert contributions. It evaluates the industry across four areas: maturity of AI use, regulatory development, innovation activity, and responsible implementation practices.
According to the findings, the sector remains in an early stage of AI maturity, recording an average score of 45 out of 100 on the report’s index. While many companies have outlined strategic intentions for AI adoption, the report notes that infrastructure and expertise have not yet reached a level that supports large-scale deployment.
“Society is at an inflection point with AI, and until now there has been no rigorous, independent baseline for understanding where the gambling industry stands,” said Kasra Ghaharian, IGI’s director of research and editor-in-chief of the report.
“The State of AI in Gaming is designed to fill that gap, serving as an essential resource for operators, regulators, researchers, and every stakeholder navigating the adoption, return on investment, and responsible integration of AI within the gambling industry.”
Governance emerged as the weakest dimension measured, with a score of 30 out of 100. The report states that only one in five companies has a dedicated AI governance role, and many organizations lack formal policies or remain at an early stage of developing them. This gap showcases an imbalance between the speed of AI adoption and the establishment of controls to manage its use.
“What the data shows is a clear gap between ambition and execution. Governance is where that gap is most visible,” said Rick Arpin, executive editor and KPMG U.S. gaming lead.
“With governance scoring just 30 out of 100 and most organizations lacking dedicated AI oversight, many companies are moving faster on AI adoption than on the controls needed to manage it. Those that address this now will be better positioned to realize value and avoid unnecessary risk.”
The study also highlights uneven adoption across different types of AI. More than 80% of surveyed companies report using generative AI for functions such as content creation and data analysis. In contrast, significantly fewer have adopted agentic AI systems capable of independent planning, decision-making, and execution.
The report attributes this slower uptake to the regulatory sensitivity of gambling operations, where autonomous systems must align with compliance requirements and player protection standards.
A notable finding is the divergence in perception between regulators and operators regarding AI deployment. Regulators report limited visibility into how AI is being used by licensed operators and express low confidence in both industry practices and their own oversight capabilities. At the same time, both groups acknowledge that responsible AI frameworks remain underdeveloped across the sector.
“The regulator-industry disconnect we uncovered is one of the most consequential findings in this report. Regulators believe they lack the capacity to properly oversee how AI is being used by licensees, and the data confirms they often have an incomplete picture,” said Simo Dragicevic, executive editor and AiR Hub co-founder.
“Meanwhile, Responsible AI practices across the industry are nascent at best. As AI becomes more deeply embedded in operations, this oversight gap will only become more urgent to address.”
Despite gaps in governance and oversight, the report identifies continued momentum in AI-related research and development within the gambling sector. Growth in academic publications, patent filings, conference discussions, and startup activity suggests that innovation is accelerating even as operational adoption remains uneven.
The report is available for free download, and its findings are expected to be discussed further at upcoming industry engagements. A webinar scheduled for late April 2026 will present the methodology and key insights, while a dedicated track at the UNLV International Gaming Institute’s Gambling Risk Taking Conference on May 27, 2026, will bring together researchers, regulators, and industry participants to examine implications across maturity, regulation, responsible use, and innovation.