Every betting shop in the UK is to have their gambling machines updated with AI software designed to detect and prevent problematic player behaviour.
When the system detects erratic behaviour, it blocks gamblers from playing for a cooling-off period of 30 seconds.
The Anonymous Player Awareness System was launched earlier this month by the Betting and Gambling Council (BCG), an industry group.
Rolling Out the AI System
Currently, it is operational on more than 5,000 machines and is being installed on others in the coming weeks.
The sort of behaviours the AI detects are spending too long on a single machine and chasing losses.
During an enforced break on a gaming machine, staff in betting shops receive an alert telling them what is going on.
"The staff behind know and probably would come out to check you're ok and have a discussion with you if there are any issues," said a BCG spokeswoman.
At the same time, a message about safe gambling flashes up on the screen. It reads:
"Time to set limits? Setting spend or time limits will help keep you informed about your play."
While some have welcomed the intelligent software, others are concerned that an enforced break of only 30 seconds may not be enough to stop the kind of gambling behaviours it's been designed to prevent.
Mark Griffiths, a professor of behavioural addiction at Nottingham Trent University told the BBC that while the AI system is a step in the right direction the break probably won't be long enough to have a positive effect.