Comtrade Gaming CEO: AI adoption is a people challenge, not a technology one

For many organisations in the iGaming sector, the conversation around artificial intelligence remains caught between breathless hype and practical uncertainty. Aleš Gornjec, chief executive of Comtrade Gaming, argues that the industry's real test lies not in deploying the latest models but in reshaping human workflows around them.

Speaking about the integration of AI into daily operations, Gornjec describes the technology as a co-pilot rather than an autopilot. He stresses that every AI-generated output must carry a human owner who reviews it and bears responsibility for its accuracy. "Efficiency is valuable, but accuracy, responsibility and trust are more important," he said.

The biggest barrier his firm encountered was cultural, not technical. Gornjec observed that staff tend to fall into two camps: those expecting AI to solve everything immediately and those assuming it will never be useful. Comtrade Gaming tackled this by encouraging experimentation instead of imposing mandates, letting teams discover relevant use cases for their own roles.

Practical applications at the company now span document drafting, requirement analysis, meeting summarisation, coding assistance and research. Tasks that once took days or weeks—such as comparing regulatory documents or preparing RFP responses—can be completed far faster. Yet Gornjec warns that AI can be "confidently wrong," especially when provided with incomplete information or highly specialised domain knowledge.

He identifies two common misconceptions. First, that AI adoption is primarily a technology initiative; in reality it is a people and process initiative. Second, that AI will replace entire roles. "AI is far more likely to replace certain tasks than entire roles," he said, adding that professionals who learn to leverage it effectively will hold a significant advantage.

Gornjec's advice for those starting out is to begin small and practical—pick a single repetitive task, run an experiment, measure results, and expand gradually. He also predicts that AI literacy will become as fundamental as digital literacy became over the past two decades. "The future will not belong to AI alone. It will belong to people and organisations that learn how to use AI intelligently."

Human oversight remains critical, he stresses. AI accelerates drafting and pattern recognition, but final decisions, customer commitments and strategic judgment require human ownership. The question operators should ask, he says, is not whether humans or machines should perform a task, but how they can work together most effectively.