AI Transforming iGaming: exclusive interview with Roberto Zicaro of AI Technologies
Pisa, a city long recognised as a pioneer of Italian computer science, is once again at the forefront of innovation with artificial intelligence applied to gaming. In the iGaming industry, where operational efficiency and user experience are crucial, artificial intelligence is assuming an increasingly strategic role. Yet beyond the global AI giants, there are European and Italian players innovating in a concrete and highly customised way.
Among these stands out AI Technologies, a deep-tech company founded in Pisa in 2019. The firm develops AI-native bespoke solutions to help businesses improve their processes through generative artificial intelligence and custom agentic solutions. The goals range from streamlining operations and increasing efficiency while reducing costs, to enhancing data management and analysis, managing risks, supporting decision-making and elevating the customer experience, with a particular focus on next-generation customer support. One of its flagship projects is an enterprise-grade virtual assistant platform already adopted by iGaming operators and capable of handling millions of monthly interactions. We spoke with Roberto Zicaro, the company’s Chief Operating Officer, to understand how AI can improve customer support flows, reduce operating costs and offer operators a truly strategic tool.
From natural language to genuine user relationships
From the outset, AI Technologies chose to concentrate its know-how on natural language processing. In five years of activity, the team has consolidated expertise in every aspect of human-computer linguistic interaction, from text comprehension to real-time translation and the extraction of insights from vast quantities of unstructured data.
The company’s first project, developed for a major international operator, dates back to a time when chatbots were still rigid systems, only capable of quickly transferring the user to a human agent. Today, AI Technologies’ virtual assistant has evolved into a sophisticated platform able to understand and converse like a human. It integrates deeply with clients’ databases and platforms, recognises natural language queries, adapts to multiple languages and allows users to interact seamlessly through different channels, from proprietary apps to messaging services such as Telegram.
“We do not sell off-the-shelf packages,” explains Zicaro. “We deliver bespoke solutions, built around the client’s infrastructure and specific needs. Only then does AI become truly robust, effective and empowering”.
Continuous learning and business intelligence
The true strength of the platform lies in its ability to learn continuously. Every interaction fuels a process of semantic analysis that identifies recurring patterns, flags potential issues and suggests new areas for automation. This is not simply about speeding up responses; it is about transforming customer service into a living laboratory of business intelligence.
Through dedicated dashboards, operators can monitor the most frequently used keywords, track the flow of interactions and detect recurring problems at an early stage. This enables them to fine-tune processes, improve marketing campaigns and strengthen relationships with users. “The value is not in replacing people,” clarifies Zicaro, “but in freeing them from repetitive tasks so that they can focus on strategic decisions while benefiting from far more powerful analytical tools”.
Pisa as a fertile ecosystem for AI
The choice of Pisa as a base is no coincidence. The city has a long tradition of technological innovation. In 1961, it saw the creation of Italy’s first electronic computer, and in 1986, it hosted the country’s first Internet connection.
Zicaro himself studied there, earning a degree in computer science before specialising in artificial intelligence and big data. “We are fortunate to work in an ecosystem that has always been synonymous with research and experimentation,” he notes. “Our team is young but highly skilled, and can rely on an academic and institutional network that represents a major competitive advantage”.
The Italian context: new rules, new opportunities
The year 2025 is a crucial one for iGaming in Italy. The new ADM licensing tender, which sets a participation fee of €7 million for each licence, establishes that between the end of this year and the beginning of 2026, the 46 admitted operators will need to comply with reinforced obligations regarding player protection and with stricter controls on transparency and compliance.
For AI Technologies, this is a favourable moment. “We believe this is the right time to make our name in Italy,” stresses Zicaro. “The regulatory framework pushes towards innovation and social responsibility. Within this context, AI can, among other things, detect at-risk behaviour in real time and support the prevention of problem gambling”.
A market on the rise
According to official ADM figures, total gambling turnover in Italy reached €157.45 billion in 2024. The online segment’s gross gaming revenue (GGR), estimated by industry sources, was around €5 billion, up 11 per cent from the previous year. These figures confirm the dynamism of a sector that, despite regulatory constraints, continues to expand.
Globally, market research estimates suggest that AI applied to gaming was worth between $1.5 and $3 billion in 2024, with projections reaching over $50 billion by 2033, depending on adoption scenarios. These are research forecasts rather than official data, but the trend is clear: international operators are substantially increasing their investment. A recent survey found that more than 75 per cent of iGaming companies intend to ramp up their spending on AI within the next two years.
From customer service to risk management: future projects
AI Technologies’ expansion does not stop at customer care. Alongside virtual assistants, the company is developing advanced search solutions for technical documents using semantic engines, voice assistants for home automation powered by localised language models, and AI agents capable of monitoring production logs, suggesting real-time code fixes and preventing system failures.
“We are not content with small projects,” says Zicaro, “we aim for highly innovative challenges, where our expertise can truly make the difference. For us, AI must be both high-performing and responsible, able to create value while ensuring reliability and security.”
Generative and agentic AI: the near future
The release of ChatGPT in 2022 marked a watershed moment, bringing generative AI into the mainstream. For Zicaro, the next three to five years will see a rapid acceleration in iGaming, with the arrival of agentic assistants capable of solving complex problems in real time, the creation of immersive environments and digital twins in which users build their own gaming experiences, and the roll-out of live betting systems integrated with real-world events, offering odds instantly during a match at the stadium.
Italian excellence in AI
At a time when artificial intelligence is often synonymous with ready-made solutions, AI Technologies demonstrates that there is another path: one based on customisation, local expertise and value creation in partnership with clients. With its AI-native approach, the Pisa-based company has positioned itself as a strategic partner for iGaming operators seeking advanced yet controlled automation, combining efficiency, compliance and a customer-centric focus.
And while the world continues to look towards the tech giants, perhaps it is time to pay closer attention to Italian excellence in artificial intelligence.
This article was first published in Italian on 22 August 2025.
