AI AND PREDICTION MARKETS
the future development of increasingly specialised artificial intelligence agents and systems, will likely create new regulatory and conceptual challenges for the gambling industry. In particular, it may require a reconsideration of how uncertainty and chance are understood within certain digital markets. This also represents a challenge from a regulatory perspective, given the degree of agility and flexibility that future frameworks may require in response to the transformations expected within the industry. These developments are already raising new technical and regulatory questions. If certain artificial intelligence tools become capable of generating increasingly sophisticated predictive advantages, it becomes necessary to examine whether gambling verticals such as sports betting or eSports, both highly data-intensive environments well suited to predictive AI systems, still operate under traditional concepts of chance or are moving progressively closer to information and prediction markets more commonly associated with financial market dynamics. It may also become necessary to establish clearer rules governing the use of artificial intelligence within gambling platforms, both from the perspective of operators and users, including potential obligations relating to transparency, the identification of automated systems and the use of certain predictive models. In other words, the future regulatory challenge may not lie solely in controlling the use of artificial intelligence, but rather in determining the extent to which these technologies can alter the balance of uncertainty upon which the traditional concept of chance has historically been built. Conclusion The evolution of artificial intelligence is inevitably confronting the gambling industry with new challenges, particularly within verticals where prediction and variable analysis are becoming increasingly valuable. In this context, the discussion no longer appears limited to the
existence of a random element, but rather to the impact that analytical and computational advantages may have on users interacting with betting operators, and whether both the industry and regulation are prepared for the emergence of a far more sophisticated user seeking to reduce chance and uncertainty. This transformation may also strengthen some of the arguments advanced by those who consider prediction markets to be more closely aligned with financial dynamics than traditional gambling. If certain users increasingly rely on predictive tools, automation and sophisticated information analysis, it becomes necessary to question whether traditional gambling regulation remains suitable for these new realities or whether alternative regulatory approaches may eventually be required. Everything suggests that, in the short and medium term, new regulatory demands will emerge concerning the use of artificial intelligence within the gambling industry. Issues such as transparency, the use of AI agents, advanced predictive tools, personalisation and equality of conditions between users are likely to generate discussions that will progressively reshape the way the sector is understood and regulated. Given the speed of this transformation, both regulators and the industry itself may need to adopt a more proactive approach. Those capable of understanding the implications of these technologies at an early stage will likely shape how markets understand chance and prediction in the years ahead. Otherwise, there is a risk that certain economic dynamics may progressively migrate towards regulatory frameworks more closely associated with financial or technological sectors, moving part of this discussion outside the traditional boundaries of gambling regulation. What is clear is that artificial intelligence is here to stay, as are prediction markets. “...what you resist not only persists, but will grow in size.” Carl Jung
JUAN CAMILO CARRASCO
Managing Partner, SORA Law For more information contact juan.carrasco@soralaw.co +57 310 769 5580
LIZETH ACELAS Associate, SORA Law
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IMGL MAGAZINE | JUNE 2026
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