Last fall, BCLC announced its partnership with Future Anthem to create an Artificial Intelligence (AI) and Data Innovation Hub operating out of our Vancouver office. Now up and running, the goal of the Hub is to use AI data capabilities and programs to create better, more customized player experiences and to support our ambition to have players who demonstrate the safest gambling behaviours.
I had the pleasure of sitting down with Leigh Nissim, Founder and CEO of Future Anthem, at the International Masters of Gaming Law (IMGL) 2025 conference, to speak about this work and what we’ve learned together so far. Speaking for myself, here are four key takeaways for technology leaders who are starting to lean into the use of AI innovation in their respective organizations:
1. You can’t do everything by yourself.
When we were first looking into how we could harness generative AI to improve player experience, we evaluated all our options. It was a priority for us to get our AI models up and running to help us improve player experience, especially as we face increased competition in the entertainment space.
Ultimately, we needed to ask and answer one question: What do we need to ensure our initial and then sustained success? We knew the solution would include an established AI partner with experience in the gambling space – making our choice to partner with Future Anthem clear.
2. It’s good to be ambitious but remain realistic.
The idea of ‘AI’ is often bigger than its reality. It’s surrounded by a lot of buzz and inflated expectations. You may feel pressure to achieve quick wins or develop miracle solutions, but the hard truth is that it takes time to create strong, consistent and dependable AI models. The creation of good generative AI takes a lot of exactly that – generative work, like experimentation and adaptation. Just remember that good things take time.
People can sometimes be afraid of what they don’t know so technology leaders must to be transparent with how user information is applied in their AI models. At BCLC we make sure our staff are working to clearly established guidelines and guiding principles. Client communication – or in our case, player communication – is just as important. While players may interact with AI in their regular day-to-day (think about the recommendations you get through your favourite streaming platform), generative AI is still relatively new. While we only collect anonymized data, meaning any data collected cannot be traced back to an individual, it is our responsibility to ensure players are aware of, and consent to this practice.
4. You need a north star.
Before you embark on any AI initiatives, it’s imperative you have a well-defined roadmap. Think of it as a north star that will guide your work and that helps ensure all stakeholders, and also in our case, our Future Anthem partners, share the same vision of where you’re going together.
We’re still in the early stages of our AI journey at BCLC, but we’re excited to see where the implementation of AI models will take us – whether it’s the creation of newer, more personalized experiences, or new innovative ways to bolster our player health program. As we build our AI with intention, together with our Future Anthem partners, I’m confident we’ll be one step closer to delivering on our vision to revolutionize gambling entertainment through engaging experiences – experiences that support our players and build and benefit B.C. communities.
