New York’s Gaming Commission unanimously advanced proposals to restrict how licensed mobile sportsbooks use AI to personalize promotions and wagering advice, alongside new requirements to identify and contact patrons who may be at risk of problem gambling. The revised measures remain proposals, not rules in effect. The commission’s action puts both marketing systems and operator responses to risky betting behavior into the next stage of state review. Proposals target personalization and at-risk bettors The AI measure would restrict sportsbooks, their affiliates and vendors from using artificial intelligence, algorithmic profiling, machine learning, generative systems or other automated decision tools to analyze customer data and tailor promotions, bonuses, odds, betting limits, messages or product recommendations. It would also bar operators from suggesting particular wagers, types of bets or betting amounts. The proposal would prohibit promotions intended to increase customers’ spending, revenue or engagement. It would not apply to parimutuel horse racing; the commission’s account also describes a customer-consent exception, but does not specify its scope. A separate proposal would require licensees to identify customers who may be …