(Nederlandse Loterij)

Dutch Lottery TOTO Explores AI Implementation in Advertising

TOTO, the Dutch lottery, is set to leverage artificial intelligence (AI) for advertising purposes, with a primary focus on promoting responsible gambling, according to the Head of Marketing, Dries Poels. The initiative aims to explore the potential of AI in predicting which players may be more prone to developing gambling addiction.

While AI technologies are already being incorporated within lottery companies, TOTO plans to extend their use to advertising efforts. Poels highlighted that AI is currently employed in various internal processes, including generating new ideas at the beginning of brainstorming sessions and optimizing error-free HTML code for seamless on-page SEO.

The objective is to assess whether AI can effectively predict tendencies toward gambling addiction and subsequently take preemptive action before the situation escalates. This move aligns with TOTO's commitment to responsible gambling practices.

5 February 2024, 16:00

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