How Have Affiliate Sites Been Implementing AI in Their Design?

Hoe can AI help creating an igaming affiliate website?

Artificial intelligence has revolutionised the design of affiliate sites by making data analysis much easier. It can better predict what players will be looking for by analysing large amounts of information quickly, including player habits. This has helped shape marketing strategies across affiliate sites. By processing large amounts of information across the Internet to give quick and accurate answers, AI can improve customer service and help prevent fraud. This article will explore how AI has been implemented across the design of affiliate sites.

The Rise of AI

Affiliate sites have always been at the forefront of technological advancements, by attempting to provide customers with the best experience. The adoption of artificial intelligence (AI) has been one such case.

AI is a computer system that is able to replicate human abilities, such as problem-solving, learning, and decision-making, by analysing patterns in data. Not only is AI more efficient at analysing large amounts of data, but its computerised system eliminates the possibility of human error.

These benefits make AI useful across industries where vast amounts of data have to be analysed, like affiliate marketing. Due to its ability to quickly process large amounts of information, AI performs the repetitive job of data collection and analysis much more efficiently. Through processing a greater amount of data, AI provides a better picture of customer habits and preferences. It is also useful in customer service. In cases like online gambling affiliates, where users need to access customer support around the clock, AI can provide answers much faster and, as a result, help more customers.

How has AI Changed Affiliate Sites?

AI is being introduced across affiliate sites for several reasons, from improved marketing to better customer safety. In an industry that relies heavily on data analysis, AI has been transformative in many processes.

Customer Habits

Affiliate sites recommend the best companies by analysing what consumers want. To find the best sites and services to recommend, affiliate sites have to analyse a vast amount of data. In iGaming, affiliate sites look at many factors, including the safety, bonuses, and range of games a site offers. By analysing these features, affiliate sites can find the best places to recommend. Through the adoption of AI, this process can become much more efficient. Instead of individually reviewing each aspect of a site, AI can rapidly analyse its data and instantly verify licences. As a result, affiliates can quickly learn whether a site should be included.

AI can also provide more personalised marketing for customers. By analysing a user’s habits, it can determine what they are likely to be looking for. A customer who frequents online slots, for example, can be specifically marketed slot games. According to studies, a company that personalises and targets its marketing has 5–15% greater revenue.¹ In loyalty programs, AI can be used to keep track of a player’s interactions to reward them correctly. Through targeted marketing and analysing customer habits, affiliates can streamline the search process for their customers and increase the likelihood of a sale.

Customer Service

In the past, if a customer had a question, they would have to trawl through pages of information. If they couldn’t find the answer, they would have to contact customer service, which could take days or even weeks to reply. Through the introduction of AI chatbots, affiliates can help more customers more efficiently, around the clock. Chatbots provide fast, accurate answers by analysing data across a website or the Internet. By answering customer inquiries more efficiently, chatbots free up customer service workers to work on more complex cases.

In the gambling industry, cutting-edge affiliates have introduced AI chatbots to increase transparency and customer safety. CasinoTopsOnline, for example, has introduced TopsAI to improve customer service.² Customers can ask the chatbot whatever they want to know about a casino or iGaming in general and receive an answer within seconds. By answering questions more efficiently, TopsAI can provide important resources on topics like responsible gambling faster. The most innovative aspect of AI chatbots is their ability to learn from customer interactions and adjust answers based on feedback.

Understanding Odds

AI has been transformative within the iGaming industry for determining odds. In horse racing, for example, AI will factor in recent jockey and horse form, track conditions, and weightings to help produce odds. It also allows bookmakers to run simulations of a scenario to better predict results. Instead of manually inputting huge amounts of data and weighting different factors, bookmakers can use AI to efficiently determine likely scenarios.

Fraud Detection

Between 2022 and 2024, 83% of online gambling providers reported an increase in fraud.³ Through data analysis, AI can learn the typical model for human interaction with a site. AI detects patterns that deviate from this norm. For example, in iGaming, an account that remains active constantly or inputs responses faster than humanly possible would indicate an AI-generated account. Other patterns, such as large bets in an unknown league or on an unlikely scenario, can indicate match fixing.⁴ In e-commerce affiliates, AI can analyse patterns related to card history, purchases, and returns. It can analyse and identify patterns of behaviour much faster than humans, preventing fraud-related loss.

User Safety

In the iGaming industry, AI has begun to be implemented to increase customer safety. Mindway AI has developed GameScanner, a method that looks at player behaviour to detect at-risk behaviour early. Through analysing patterns such as time spent playing and loss chasing, the algorithm can determine if a player has a problem with gambling. These patterns of high-risk behaviour have been developed by neuroscience experts. If a player exhibits harmful behaviour, an AI-generated message is sent to both them and the operator. Operators can use AI to provide resources and reminders for these players. AI is also being used to prevent underage users from accessing age-restricted sites by ensuring age verification. The introduction of AI in iGaming hopes to prevent gambling-related harm by implementing earlier interventions.

The Future of AI in Affiliates

In the future, AI may help to shape affiliates into becoming better tailored to individual users. Innovative developments in the world of AI, such as agentic AI, could lead to affiliate marketing being further automated.

Agentic AI

Agentic AI differs from other forms of AI by operating more autonomously and self-initiating actions in real-time.⁵ This is transformative in terms of adapting to users’ needs and marketing. It can detect the behaviour of a player and send marketing that relates to their interest, without seeking human authority. It can also tailor the content it displays to the user, focusing ads on their interest and location. For example, if a player interacts frequently with online slots, agentic AI will edit the pop-ups and ads they receive to reflect this. In the future, agentic AI could be used to analyse and incorporate keywords from player searches into content.

Customer Analysis

The further incorporation of agentic AI relies on being able to analyse what a customer is interested in. This will require deeper levels of historical data analysis, such as looking at sites used in the past. In the future, AI may be able to analyse more data to understand customer patterns and target marketing.

How AI has Impacted the Design of Affiliate Sites

AI has become central for affiliate sites in terms of marketing and improving customer service. Through analysing unprecedented amounts of data, AI can help affiliate sites tailor their offers to trends and specific customer needs. In the future, with the greater adoption of agentic AI, affiliates could use the enhanced understanding of customer patterns through marketing emails and specialised content. Those at the forefront of technological advancements have been using AI to improve customer experience through chatbots and enhanced security methods. In the future, affiliate sites are likely to incorporate AI further to help customers find the right products and services for them more efficiently.