SEO in the Age of AI – Intent, Engagement and FTDs

I’m looking forward to the SEO in the Age of AI panel and, ahead of what could be a highly charged discussion at iGaming MarTech Amsterdam, my thoughts are mostly on the purpose of AI when it comes to FTD-driven content.

For brands on limited budgets – or simply those looking to scale in multiple markets concurrently – the appeal of AI is clear.

Beyond this, many iGaming SEO professionals follow the rationale that if Google appears to treat disciplines like link building differently in gambling compared to other sectors, it may also be more lenient when it comes to AI-generated content.

As someone who works at a digital agency that specialises in multilingual content created and edited by humans, it’s perhaps predictable that I don't quite share this view.

While I do think Google ‘tolerates’ quite a lot from iGaming brands, it’s important to be working towards profitable end goals – FTDs – not just ramping up content for the sake of it.

It is the potential lack of discipline that comes with AI content that is the most limiting factor, rather than the risk of outright penalties or similar.

Operator or affiliate, each brand has its own race to run and its own risks and opportunities when it comes to content creation and SEO gains. Part of what we see with AI aficionados in the industry at present is not an improvement over dull, undifferentiated human content, but just higher volumes of the same indifferent quality.

For those looking to manage budgets and work towards tangible commercial results, the guiding hand of experienced SEOs is key to setting meaningful targets, completing based on strengths, and establishing a true brand and tone of voice in the process.

For those prioritising safer market expansion and staying on the right side of regulation, avoiding AI hallucinations and the mass creation of content that looks plausible but is legally dubious is key… And of course, customers are more informed and discerning than ever before – for brands who are offering the same games and same sporting odds as their rivals, they have to rely on other things to get ahead.

In 2025, that can come through brand personality, creativity, empathy for customers and their passions, and, crucially, a targeted SEO plan based on realistic individual goals for each page of each site – not generic SEO ‘best practice’.

Of course, AI can perform an assistive role in scaling up operations, but to me, it has never been more important to maintain brand personality and work in a targeted, opportunistic and revenue-seeking way based on industry insights – not scale for the sake of scale.

Explore these and other topics at Eventus International’s upcoming events: https://www.eventus-international.com/