AI ethics in a controversial industry: the case of gambling and its ethical paradox

Artificial intelligence (AI) is a transformative technology with the potential to bring immense benefit while simultaneously presenting significant risks and ethical concerns. In this study, we focus on the application of AI, a source of controversy itself, within a controversial industry. We examine AI ethics within the gambling sector, where ethical concerns are already heightened due to the potentially addictive and harmful nature of the product. We conducted 33 in-depth interviews between June and August 2023, exploring gambling industry stakeholders’ perceptions of key ethical issues regarding AI use in the sector. We also explored potential solutions to mitigate AI risks with interviewees. Using a qualitative grounded theory approach, we uncover a theory where the benefits of AI, such as its use to support consumer protection, must be balanced with the risks, including bias and player exploitation. Additionally, knowledge and collaboration, education, and regulation were identified as risk mitigation strategies that could help promote ethical AI practices in the gambling sector. Our theory, “Gambling’s AI Ethical Paradox”, highlights the challenges involved when deploying AI in controversial industries and serves as a starting point for gambling industry stakeholders to shape AI governance as the sector expands and AI continues to evolve.