Founders Isabelle Zanzer and Ralitsa Dimitrova-Eide of Compliance Play, along with Harpo Lilja, CEO of Tugi Tark, put Mark Flores Martin, CEO of Xgenia, in the hot seat during the second Reverse Pitch session at ICE Barcelona 2026. The discussion focuses on how AI is moving from buzzword to infrastructure in regulated gaming.
The panel explores the industry’s cautious relationship with AI and where it genuinely drives business growth. While AI is widely discussed across industries, iGaming operators remain sceptical due to concerns around privacy, hallucinations, job displacement and loss of control.
According to Martin, building trust in AI requires positioning it as an enabler that makes teams more capable and valuable, rather than a replacement for human expertise.
Building trust in AI through no-code adoption and user confidence
Resistance often comes from end users. It’s what makes onboarding and training critical. “They need to trust that if I learn this tool, is it going to replace me?” Martin adds.
The panel emphasises the importance of transparency, gradual adoption and allowing teams to engage with tools that can operate with limited or optional AI at first.
Xgenia’s no-code and low-code approach reflects a wider push to open up development, enabling non-technical teams to build workflows, compliance engines and even games.
From feature to foundation: why AI is becoming core infrastructure
AI is portrayed as something that will become integrated and invisible over time, similar to the internet, rather than a standalone selling point like now. The long-term value lies in integrating AI into core systems and workflows.
Martin also points out that AI adoption timelines vary significantly by company size, with large enterprises facing longer onboarding due to compliance, security and organisational complexity.
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