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Smaller iGaming brands cannot match tier-one CRM headcount, so the question is whether AI changes the maths. Optimove CEO Pini Yakuel, interviewed by Charlie at the iGaming Daily Live studio at SBC Summit 2026, argues that positionless marketing lets lean teams compete.
In this episode
Yakuel took "positionless" from basketball, where players can cover all the roles; he says the time between idea and execution collapses (2:00, 2:39).
Optimove launched an MCP server about three months ago, and customers now work in Optimove directly from Claude, ChatGPT or Copilot (4:41, 4:57).
A team of two or three can compete, he says: AI checks broken links and brand guidelines "even better than a human" (7:41, 8:26).
For bigger companies he sketches merging the five departments behind campaign production into one new profession; pooling 60 people might need only 45. At Optimove he merged product and engineering into six programs, each with one leader (13:19, 13:45, 14:18).
The next frontier is AI decisioning: optimising offer, imagery, tone and channel together, using a birthday email as the example (16:57, 17:39).
He expects AI agents to become CRM "employees", though if AI providers charge the real token cost they could be pricier than humans (20:42, 21:11).
Episode from iGaming Daily by SBC Media, published on YouTube.
