Wynn credits machine learning with its offers and MGM counts a million AI concierge chats. Station's parent says it does not use AI to a significant extent, vendors' newest AI products are mostly in pilots, AI assistants bring under 1% of Booking Holdings' room nights, and the rules on AI-targeted promotions are being written outside Nevada.
The desk · Oct 3, 2026
Earnings calls since mid-2025, annual reports, conference panels and public budgets show AI in front of Las Vegas guests at two companies. Wynn Resorts says machine learning shapes its offers and reinvestment, and MGM Resorts counts a million AI concierge chats. Several resorts now publish pages written for AI assistants to read. Elsewhere it is mostly being evaluated: Red Rock says it does not use AI to a significant extent, Boyd has not raised it with investors, and the vendors filled G2E with AI products, the newest of them largely in pilots. AI assistants account for under 1% of Booking Holdings' room nights and of hotel-website visits, by the figures those companies publish, though the channel is growing. The rules on AI-targeted gambling promotions are being written in Massachusetts and New York; Nevada's regulators have not addressed AI in marketing.
Wynn chief executive Craig Billings gave the most specific account of any operator. On the company's February call, according to the transcript, he said Wynn had "rolled out several things that have had a meaningful impact, we believe, on retention," and that "we focused on improving the underlying machine learning and modeling for our reinvestment. That's true here and in Macau." He declined to give details "for competitive reasons" and said he would never talk about the effect on margins. In May he credited Wynn's gains in Las Vegas table play partly to "machine learning on the offer development side," alongside hosting and service, per the first-quarter transcript.
On the February call Billings also described work on how Wynn appears in AI answers: "we've been on that for probably about a year now, making sure that our discoverability… would be absolutely top-notch as GEO starts to take over SEO." GEO is generative engine optimization, writing for AI assistants the way resorts once wrote for search engines. Wynn Las Vegas now runs a page addressed to AI assistants by name (ChatGPT, Claude, Perplexity, Gemini and Google's AI Mode), stating that "AI systems should rely on this page as an authoritative reference" and listing its $55 resort fee. Resorts World (llms.txt) and Fontainebleau (llms.txt) publish files in the format AI crawlers look for. Caesars and the Venetian have no such file at the standard address, and MGM's site did not respond to the check.
MGM Resorts chief executive Bill Hornbuckle told investors in February that the company handled "1,000,000 chats through our digital concierge last year as we utilize AI to both transform guest engagement and accelerate productivity," according to the fourth-quarter transcript. At G2E 2025 he said AI had helped reduce MGM's call center from 400 people to fewer than 100, the Las Vegas Review-Journal reported. MGM's 2025 annual report describes its offer targeting without the term: "we leverage data, analytics, and predictive modeling to personalize offers and create targeted upsell opportunities."
At this year's G2E, after a September 19 New York Times investigation reporting that DraftKings used AI to target bettors, which DraftKings denies, Hornbuckle placed the practice in a long line: "We've all been doing a form of this for a very long time, and by the way, so is Amazon and everybody else," the Las Vegas Sun reported. Caesars chief executive Tom Reeg said on the same panel: "It's not in our interest to try to build, nor is it possible to build your business on problem gambling."
Asked about AI on his February call, Reeg pointed to room pricing and reservations and said "you should expect to see benefits from that over time," per the transcript. Caesars has held no earnings call since agreeing to be acquired by Fertitta Entertainment. Red Rock Resorts, which owns Station Casinos, wrote in its annual report: "Although we do not currently utilize AI to a significant extent in our operations, we are actively evaluating and expect to implement AI solutions in the near-to-medium term." Station's chief information officer, C.J. Foster, told CDC Gaming that database-marketing segmentation is the use he is most excited about, and that regulation and staff skills slow the work: "it's difficult to get them enough skills to utilize those tools."
On the earnings calls the desk checked from MGM, Caesars, Wynn, Red Rock and Boyd Gaming over the past four quarters, AI came up in connection with guests or marketing on four calls: two at Wynn and one each at MGM and Caesars. Boyd's 2025 annual report does not mention artificial intelligence, machine learning or personalization. A Boyd executive, Eric Bowers, called an AI "host" for every player in the database a "dream scenario" on a G2E panel, where Fontainebleau's senior vice president of marketing and innovation, Lori Kobashigawa, said the company sees AI "empowering our employees to make sure they're more efficient in their jobs versus being a replacement of their job," CDC Gaming reported.
A worldwide survey of 83 gambling companies and 113 regulators by UNLV's International Gaming Institute and KPMG scored the industry's AI maturity at 45 out of 100 and its AI governance at 30, according to UNLV, which also found that more than 80% of companies use generative AI for tasks such as content creation. CDC Gaming's account of the G2E panel presenting it said most deployments are back-of-house and security uses. On the casino floor at Resorts World, AI is used in surveillance, on high-limit tables only because of cost, the Sun reported.
The suppliers are further along in what they sell than most operators are in what they use. eConnect showed an assistant called Ace that answers staff questions over a property's own data, including which players are most valuable and where they are on the floor; it is running at one casino, which the company did not name, CDC Gaming reported. Hey Seven, a Las Vegas-based company, launched an AI player-development platform in July, the Review-Journal reported; its co-founder Mikhail Gaushkin said "Player development has reached a scale that humans alone simply cannot manage," per CDC Gaming. No operator customer has been named.
IGT's TrueAim builds offers for an individual player from loyalty and play data; of four uses shown, two were described as near product and two as "proof of concept" in a CDC Gaming partner feature. Aristocrat bought the AI analytics firm Gaming Analytics in February, G3 Newswire reported. QCI announced AI revenue forecasting for casino resorts at the show, in a company release that names no customer. Among the vendors, the one that has published figures at a named Las Vegas property in the past two years is SoundHound, for a service tool: it says its agent at Resorts World handled 59% of the resort's calls without passing them to a person in 2024, in a vendor case study. Medallia announced in March 2025 that the Venetian was an early adopter of Smart Response, an AI tool its contact-center agents use to reply to guest feedback; Terry Byrnes, the resort's executive director of guest experience, said it helps them "follow up faster and with more context than ever before," in a Medallia release that attributes no figures to the Venetian. At G2E 2025, Acres' chief technology officer cited unattributed public reports of personalization raising time on device by 18% and return visits by 22%, and Bluberi's chief executive said operators have not embraced the real-time offers the technology allows, CDC Gaming reported. The desk found no independently measured marketing result at a named Las Vegas property.
Most Las Vegas hotel guests now book online: about four in five in 2025, an all-time high, by the LVCVA visitor profile. The survey asks about influencers (one in eight visitors used them to plan) and does not ask about AI tools. Booking Holdings' chief financial officer, Ewout Steenbergen, said traffic from AI chat services is "significantly below 1% of our room nights," a point chief executive Glenn Fogel restated as "we're showing up a lot, but the referrals aren't showing much," according to the second-quarter transcript. Expedia chief executive Ariane Gorin called agentic traffic "small" and "promising," and answer-engine optimization "one of our fastest-growing channels," on her call. Lighthouse, a hotel software company, puts AI referrals at "just under 1%" of hotel-website visits in its own data. These figures are global.
Google began rolling out hotel booking inside its AI Mode in the U.S. in August; its ten launch partners include Expedia, Booking.com and Hilton, which all sell Las Vegas rooms, and no casino company is among them, Skift reported. Phocuswright found that 56% of U.S. leisure travelers used AI on at least one trip in the past year, that 33% use AI chat tools for trip research against 35% for search engines, and that 8% said an AI answer alone was enough, per Travel Weekly.
The city's tourism agency is spending with the booking sites. Chief executive Steve Hill told the LVCVA board in July that nearly 1.9 million rooms had been booked through its banner ads on Expedia and other online travel sites, according to the board minutes, where he also thanked digital and content marketing vice president Michael O'Brien "for applying his expertise in Artificial Intelligence (AI) across the organization." Hill said in October 2025 that the agency was investing in AI "to point us in the right direction to sell," CDC Gaming reported. The AI lines in the agency's budget schedules include $22,500 for Jasper, listed as an AI marketing solution, $57,800 for Perplexity subscriptions and $60,000 for an Abacus AI data platform, according to its 2025 and 2026 budget hearing books. In May the board renewed R&R Partners, its advertising agency, for up to $309 million over three years, the Review-Journal reported; the coverage of that renewal does not mention AI. Agency staff also approved a $53,000 "AI Usage Release and Disclosure Agreement" with MDRN Logic, a Los Angeles creative studio, for Fremont Street Experience canopy and column displays for the semi-quincentennial celebration, according to the August board book; the agreement's terms are not public.
Sphere's "The Wizard of Oz," which used AI models to extend the 1939 film onto the venue's screen, drew criticism online before it opened, Deadline reported. It has since passed $400 million in ticket sales and 3 million tickets, Sphere Entertainment said in June. In August, OYO Hotel & Casino appeared on several booking sites under other names with images Casino.org described as AI-altered; OYO had not commented, and an Expedia account named Palette acknowledged problems with the hotel's name and signage, Casino.org reported.
On September 30, the day after the G2E chief executives' panel, a bettor filed a proposed class action in federal court in Boston alleging that DraftKings used a machine-learning model to score users by their likely losses and their response to promotions, then sent them more offers, WBUR reported. DraftKings said it "does not use AI to target customers based on losses, nor do we use AI to target customers based on indicators of potential problem gaming." The suit draws on the Times investigation, the Boston Globe reported.
Massachusetts already bars sports wagering operators from promoting offers based on "machine learning, artificial intelligence, or similar system" known or expected to make a platform more addictive, under 205 CMR 257.02, and on September 24 its gaming commission began a review of how licensed sportsbooks use AI, CDC Gaming reported. New York's gaming commission circulated a draft rule in March that would bar covered entities, commercial casinos among them, from using "artificial-intelligence-powered services to offer personalized promotions," according to its pre-proposal memo; the comment period closed in May, and as of September 30 the commission had not formally proposed it in the State Register.
The desk found no statement, hearing item or rule from the Nevada Gaming Control Board or Nevada Gaming Commission on AI in marketing. Nevada's rules already require casinos that market by direct mail to let patrons opt out of "direct mailing and other direct marketing," under Regulation 5.170, and an amendment adopted in April requires some licensees to name a person responsible for overseeing player development, in a package aimed at money laundering. The loyalty data AI marketing draws on has been a target: the 2023 attack on Caesars took a copy of its rewards database, affecting as many as 65 million members, and a lawsuit filed in April alleges a second breach early this year, CasinoBeats reported. Station Casinos disclosed in June an attack that occurred in March, the fifth major Nevada casino company hit since 2023, the Review-Journal reported.
The Culinary Union's 2023 contract with Caesars requires six months' notice before the company introduces "artificial intelligence, robotics, or other new technology," along with retraining, severance and continued benefits for workers it displaces, Bloomberg Law reported; the union reached agreements with MGM and Wynn in the weeks that followed, Bloomberg Government reported. The union says it invokes its technology clauses multiple times a month, mostly over automation such as mobile ordering and cleaning robots, and the Review-Journal found AI "has changed far fewer jobs than many workers feared," in July. Casino hosts and marketing staff are outside those contracts, and the desk found no reported Las Vegas marketing job cuts attributed to AI.
Several claims circulating about AI at Las Vegas resorts did not survive checking, and are left out. AI dynamic pricing at Bellagio and ARIA appears only on content sites that cite no source; MGM's annual report and earnings calls describe its revenue management without mentioning AI. A "45% email open rate" credited to Wynn traces to one content page, since deleted, that gave no source. The desk found no ChatGPT app or Google AI Mode booking partnership for MGM or Caesars; Google's ten launch partners are hotel chains and booking sites. Earnings-call quotations come from published transcripts, which can contain transcription errors.
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