Image credit: Illustration by iGamingNews Editorial Desk. Not a depiction of any regulator or commissioner.
The New York State Gaming Commission voted unanimously on Friday, 9 October 2026, to advance a revised proposal that would bar sportsbooks from using AI to personalize promotions, odds and betting limits.
The proposal covers licensed operators, their affiliates, agents and vendors. It would stop them from using AI or other automated systems that process individual customer data to personalize promotions, bonuses, odds, betting limits, messages or product recommendations, according to Yogonet's report, dated 13 October.
The text goes further than promotions. Operators could not suggest specific wagers, wager types or amounts, and would have to avoid promotions meant to raise spending or engagement. Customers who consent are not carved out, and parimutuel horse racing is exempt.
Chairman Brian O'Dwyer addressed the industry directly. "The industry is on notice by me and this Commission that they need to solve this problem," he said, per Yogonet.
The revised rule goes through another round of public comment before any final vote. Yogonet's report does not state how long that period runs, and no final vote date appears in the reporting reviewed here.
For bettors, the practical effect would be fewer offers built around their own betting history. For operators, the proposal targets how their systems use customer data, not only what the promotion looks like.