Redefining work in iGaming: Flows’ James King on blending human talent with AI-powered automation

AI automation in iGaming is revolutionising the industry by integrating advanced technology with human expertise. In this interview, our CEO, James King discusses the transformative impact of AI automation in iGaming, highlighting how it enhances efficiency and player engagement while preserving the essential human touch. Discover how AI automation in iGaming is shaping the future and driving innovation.

James King, CEO of Flows, believes that the answer lies in finding that meeting point between technology and the human touch.

For King, the intersection of automation, AI technology and human talent is somewhat of a ‘marriage made in heaven’ as it provides a prime opportunity for igaming companies to streamline their operations but also remove some of the administrative burdens and operational complexities placed on their workforce.

He began: “Adapting to the technological shift towards AI and automation is paramount for igaming companies. This is not merely a trend but a transformational force reshaping the industry and, to be honest, all industries now.

“Embracing AI and automation enables all companies to offer personalised experiences (whether B2C or B2B), optimise operations and make data-driven decisions, ensuring they remain competitive and relevant in an ever-evolving digital landscape.

“As consumer expectations rise, only those businesses that harness these advanced tools can truly meet demands and set new standards for innovation and engagement in the igaming space. Flows, being at the forefront of this movement, recognises that this adaptation isn’t just beneficial—it’s imperative.”

“This flexibility ensures that igaming platforms remain agile, adapting to changing market demands at speed and user preferences efficiently.”

Flows has been paving the way for its partners to adopt AI technology with the launch of its latest development, Flo. Flo is an AI-driven tool that aims to simplify the process of creating automated workflows within the wider Flows platform by using spoken or written prompts.

King continued: “Our latest AI development, Flo, takes this to a new level by marrying our sophisticated AI algorithms with the simplicity of our no-code automation platform. The result is a robust solution that allows our partners to create and modify software effortlessly, using either written or spoken commands.

“Whether you’re dealing with challenges that are internal to your organisation or you’re looking to improve your customer-facing services, Flows offers a comprehensive, scalable solution to meet your needs.”

By translating language and voice commands into tangible digital solutions, King explained that Flo enables igaming companies to simplify the adoption of new technologies and remove the barriers of coding and extended development processes.

This not only has an impact on innovation but can also accelerate the speed to market. The Flows CEO continued: “For our clients and partners, Flo seamlessly complements existing tech stacks. Rather than overhauling entire systems, teams can integrate new features or tweak and supercharge existing ones on the fly using simple voice-activated or written commands.

Read more, first published SBC News