FDJ UNITED Joins Positive AI to Champion Responsible and Ethical Artificial Intelligence in Gaming

A European Leader Committed to Sustainable and Trustworthy AI

 

FDJ UNITED, one of Europe’s top three gaming and lottery groups, has officially joined Positive AI, reinforcing its commitment to promoting a responsible and ethical approach to artificial intelligence across the gaming industry.
With more than 5,000 employees across 15 countries and 33 million customers worldwide, FDJ UNITED aims to make AI a positive force—one that enhances experiences, protects players, and supports sustainable innovation.

 

Interview with Rachid Hammouda, VP AI, Data and Digital Strategy.

Positive AI : By joining Positive AI, what assurances do you wish to provide regarding the responsible and ethical use of artificial intelligence in the gaming sector?

 

Rachid Hammouda : At FDJ UNITED, we firmly believe that AI can only be a sustainable driver of transformation if it is guided by strong ethical principles – owned by senior leadership, shared across the organization and embedded in our day-to-day operations. Joining Positive AI reinforces our commitment to building AI that is useful, responsible, transparent, and inclusive – for our players, our partners, and our employees.

In practical terms, we are structuring a rigorous governance framework around AI, including an AI Acceptance Board that systematically assesses the risks of each AI project (e.g., ethical, legal, cybersecurity), an AI best practices guide accessible to all employees, from experts to newcomers, an ethical charter that formalizes our commitments to stakeholders, and a Data & AI Academy that supports the upskilling of our teams, particularly on responsible and sustainable AI use. Moreover, our Value Office plays a key role in ensuring that every AI initiative aligns with our strategic objectives and core values.

We also pay close attention to the impact of AI on jobs. Our approach favors AI that enhances skills, elevates expertise, and frees up valuable time. In short, we believe in AI that augments—not replaces—human work.

Finally, given the environmental impact of digital technologies, we integrate energy efficiency criteria into our AI projects and actively contribute to FDJ’s goal of reducing our carbon footprint by 30%. This includes internal awareness initiatives and educational tools developed in-house.

Our partnership with Positive AI allows us to align our practices with other committed organizations and co-develop a shared framework. It’s also a powerful opportunity for collaboration, learning, and openness.

“By combining technological innovation with a strong commitment to responsible gaming and operational excellence, we aim to create sustainable value for our entire ecosystem.”

 

AI opens up a wide range of opportunities—from personalizing gaming experiences to proactively detecting risky behaviors. Which use cases do you see as the most promising today for creating value across your entire ecosystem?

 

AI should not only transform technologies – it must enrich user experiences, streamline journeys, and build trust. This is the core ambition behind our Game Changer AI program, led by our Chief Digital, Data & AI Officer, Sébastien Rozanes, which aims to activate AI where it creates the most value.

We focus our efforts on high-potential initiatives, carefully selected for their ability to deliver tangible impact while reinforcing our societal commitments. Among the most promising use cases are personalized player journeys, leveraging advanced segmentation and behavioral data to recommend games and adapt experiences to individual preferences; fraud and money laundering prevention, through automated detection systems and enhanced compliance processes; and responsible gaming, a core part of FDJ UNITED’s DNA. We are developing real-time risk behavior detection tools, enriched by cognitive science, to anticipate problematic patterns and offer personalized prevention pathways. This approach helps us to better predict potential vulnerabilities and support players in maintaining a recreational and healthy gaming experience.

By combining technological innovation with a strong commitment for responsible gaming and operational excellence, we aim to create sustainable value for our entire ecosystem.

 

 You have already introduced innovations such as My Scratch Card. What new AI projects are you preparing to further enhance the player experience and support your partners and employees?

 

Our ambition is clear: we are developing concrete AI projects designed to enrich, streamline, and personalize the gaming experience, while supporting our partners in their transformation:

• We are deploying “Netflix-style” recommendation algorithms to deliver immersive, tailored gaming experiences.

• We also leverage Generative AI to enhance casino game graphics and fine-tune player recommendations.

• In Customer Operations, we are automating up to 50% of digital interactions, freeing teams to focus on higher-value work.

• We build the FDJ UNITED Agent Store to provide a library of specialized agents (e.g., HR, finance) to boost productivity across support functions.

This “AI-first, people-powered” approach equips every employee and streamlines our processes—within a rigorous framework of responsibility and security.

In 2026, FDJ UNITED will fast-track digital product development, driven by customer value and operational impact, to enrich experiences, protect players, boost efficiency, and attract top talent.