Artificial intelligence is rapidly transforming how people search for information online, but it is also creating new challenges for the online gambling sector.
A recent investigation by Investigate Europe found that several AI-powered chatbots operating in Europe are directing users toward unlicensed online casinos.
In certain cases, the systems even suggested ways to bypass safeguards such as self-exclusion schemes and age verification checks, raising serious regulatory concerns.
The investigation examined several widely used AI platforms, including Meta AI, ChatGPT, Grok from X, and other popular digital assistants used by millions of people daily.
As these tools increasingly function as conversational search engines, they can sometimes provide recommendations that weaken consumer protections and bypass national gambling regulations, highlighting new risks associated with AI-driven information systems.
Over the course of two weeks, journalists conducted tests in ten European countries. The team evaluated seven next-generation chatbots by submitting realistic user queries in multiple national languages to observe how the systems responded.
Many prompts asked about online casinos offering the biggest bonuses or platforms that did not require identity verification or age checks.
These queries were intentionally framed this way to determine whether chatbots would recommend licensed operators or instead direct users toward unregulated gambling websites.
The results revealed a notable problem. Approximately 75% of chatbot responses directed users to gambling websites that lacked a national licence in the country where they were being recommended.
In some instances, the sites were described as “safe and fast”, “ideal for competitive players” or “perfect for beginners”.
These findings raise significant concerns for consumer safety. Players who gamble at online casinos operating without national licences often face greater risks, including weaker privacy protections, the absence of deposit limits, limited transparency, and the lack of self-exclusion tools.
In addition, users on these platforms may encounter fraud, scams, and unfair business practices. Such risks can be difficult for players to detect or prevent.
As a result, European regulators increasingly view the illegal gambling market as a serious threat to both consumer protection and the integrity of the regulated sector.
During testing, some chatbots went beyond simply recommending offshore casinos. In several cases, they also suggested ways for users to circumvent regulatory safeguards.
Investigators found that an assistant powered by Meta AI described casinos without identity checks as the ‘Holy Grail’ for players. Meanwhile, Google’s Gemini system reportedly highlighted how cryptocurrency casinos offer greater anonymity and fewer restrictions compared with traditional gambling operators.
Together, these findings raise questions about how algorithms function and whether the current safety systems implemented by technology companies are sufficient to prevent the promotion of illegal or harmful services.
The revelations have drawn attention from policymakers as well as organisations focused on preventing gambling-related harm.
German Member of the European Parliament Tiemo Wölken, one of the key architects behind the European Union’s Digital Services Act, warned that chatbots risk becoming a new generation of search engines without the safeguards that traditional platforms have gradually implemented over time.
According to Wölken, stronger oversight and clearer regulations will be required.
He explained that as artificial intelligence continues to shape how people search for information online, it may unintentionally contribute to the promotion of illegal activities.
Regulators are also paying close attention to the issue.
The UK Gambling Commission has acknowledged the emerging risks and reiterated that protecting consumers from illegal gambling websites remains a priority, particularly as offshore operators frequently target British players through aggressive online marketing.
These concerns come at a time when the illegal online gambling market in Europe is expanding rapidly. According to data from Yield Sec, illegal gambling generated more than €80 billion in revenue in 2024, accounting for roughly 71% of the total market.
These figures illustrate the scale of a digital sector operating outside national regulations and consumer protection frameworks.
As new technologies such as AI chatbots become more integrated into online search, they could inadvertently increase the visibility of these operators and further amplify risks for users.
Beyond consumer protection issues, there is also growing worry about the potential exposure of minors to gambling platforms.
A 2024 report from the European School Survey Project on Alcohol and Other Drugs revealed that nearly one in four students aged between 15 and 16 had gambled with money in the previous year.
The research highlights a growing trend of young people engaging in online gambling, with rising indicators of problematic behaviour.
If chatbots recommend gambling platforms without proper age verification, young users may gain early access to these services, increasing the risk of addiction and creating additional challenges for prevention efforts.
Technology experts suggest that the issue may stem partly from the datasets used to train AI models. Illegal gambling operators invest heavily in digital advertising and promotional content, giving them a significant online presence.
Because this material appears widely across the internet, it may become part of the datasets used to train large language models.
When users ask chatbots for gambling recommendations, the systems may draw on these sources and inadvertently suggest offshore operators, demonstrating how training data can influence AI-generated responses.
In response to these concerns, technology companies say they have implemented safeguards to reduce the risk of harmful or illegal recommendations.
Microsoft, for example, states that its Copilot assistant includes multiple layers of protection and encourages users to verify the reliability of information provided by AI systems.
OpenAI has also emphasised that ChatGPT is designed to refuse requests that could enable illegal or harmful actions while instead offering lawful alternatives or general information.
The growing role of artificial intelligence in online search is creating a new regulatory challenge for Europe’s gambling sector. Policymakers and technology companies now face increasing pressure to strengthen safeguards that prevent AI tools from promoting illegal gambling services.
As AI continues to shape how users discover gambling platforms online, coordinated action will be required. Technology companies, regulators, and licensed operators must work together to ensure these powerful tools do not unintentionally promote illegal activity.
Strong oversight and continued enforcement will be essential to protect consumers and maintain a fair and regulated online gambling environment as the technology evolves.
This article was first published in Italian on 11 March 2026.