EL serves first webinar brunch: Navigating the legal Frameworks for AI in Lottery Marketing

How do lotteries use AI effectively for marketing purposes? And what are the major legal obstacles and rules that we should be aware of when using generative AI?

On 13 May, EL hosted its first lunchtime webinar, designed to deliver bite-sized insights and fresh perspectives served by leading experts in the field.

The webinar, jointly organised by the EL Marketing & Communications working group and EL Legal & Regulatory working group, focused on the legal aspects of AI in lottery marketing, including the associated risks and best practices. Attendees also had the chance to learn about the latest lottery trends and how AI can enhance consumer engagement.

“Lotteries have a lot to learn from the world of AI,” began webinar host Hana Barochova and Executive Chair of the EL Marketing & Communications working group, setting the tone for a proactive, engaging virtual event.

Jannie Haek, Supervisory Chair of the Legal and Regulatory working Group and CEO of the Belgian National Lottery, added: “There are huge opportunities for marketers, lotteries and society as a whole, but there are also certain risks associated with AI - for example where its misuse and misinformation can lead to the wrong debates and solutions’’.

The webinar featured informative talks by Marco Iannone, Head of AI, Allwyn Group, on the positives of AI for marketing, and Philippe Vlaemminck, Managing Partner, Vlaemminck.law & EL Legal Advisor. on the advantages and legal frameworks which accompany generative AI tools.

Philippe later moderated a dedicated panel, including special guests Dr Michael Auer, Managing Director, Neccton, Joanna Kieszek, Head of Compliance and Internal Audit Team and Ethics Officer, Totalizator Sportowy, Ravinder Roopra, CPO/DPO Head of Privacy, Kantar, and Viktoria Ntouna, Expert Lawyer - Corporate & Commercial Affairs, OPAP.

Each panelist shared their own insights into AI tools which lotteries can apply to assist with processing data, reaching new customers, but also promoting responsible gaming habits and complying with an ever-changing legal framework.