The gambling industry is increasingly using artificial intelligence to predict consumer habits and personalise promotions to keep gamblers hooked, industry insiders have revealed. Current and former gambling industry employees have described how people's betting habits are scrutinised and modelled to manipulate their future behaviour. "The industry is using AI to profile customers and predict their behaviour in frightening new ways," said Asif, a digital marketer who previously worked for a gambling company. "Every click is scrutinised in order to optimise profit, not to enhance a user's experience." "I've often heard people wonder about how they are targeted so accurately and it's no wonder because its all hidden in the small print."