Mushegh Khachatryan, chief AI officer at BetConstruct, explains at ICE Barcelona 2026 that the biggest shift in AI over the past 12 to 18 months is its move from prediction to real-time decision-making.
Khachatryan says AI systems are no longer limited to forecasting outcomes. “In current days, AI is much more real-time,” he notes, and it can operate complete decision cycles in live environments, such as opening markets, managing risks and closing positions with minimal human intervention.
Asked which AI system would hurt most if removed, Khachatryan is clear: risk management. Without AI-driven risk controls, operators would face greater regulatory exposure, particularly as fraud techniques continue to evolve.
Personalisation moves from promise to real ROI
Khachatryan argues that AI alone is not a competitive advantage. Real ROI comes from combining proprietary data, domain expertise and execution speed.
Among live deployments, he highlights next-best-action personalisation as the strongest commercial performer. It is not just about recommending content but selecting the right channel, timing and message for each customer.
Human judgment remains essential. AI can detect signals, but it cannot interpret emotional context or intent. Core, mission-critical AI systems should therefore be built in-house, while non-core tools can be sourced off the shelf to accelerate growth.
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Original article: https://igamingbusiness.com/igb-ice/mushegh-khachatryan-ai-delivers-real-roi
