Monday, April 15, 2024
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Melco introduces AI in City of Dreams Manila loyalty program, beating humans


Melco Resorts & Entertainment has deployed artificial intelligence to support its loyalty program at City of Dreams Manila and the technology has reportedly “eclipsed” human benchmarks.

Melco is running a pilot program of Cogniac Corp.’s visual data processing platform in its loyalty program, Melco Club, at the Entertainment City resort. 

Cogniac, which is based in San Jose, U.S., explained that the loyalty programs require the counting and verification of large numbers of casino chips. It said its system reduces the number of resources required to maintain efficient operations, allowing the redistribution of employees to areas of more strategic value.

The AI-based machine vision platform has outperformed humans, reaching 99.7 percent accuracy and “massively” increasing speed,” it said. 

“We’re thrilled to be working with Melco and are excited about the unique application of our system,” said Vahan Tchakerian, Chief Partnership Officer at Cogniac. “The Cogniac AI-based machine vision is an excellent fit for use at Melco’s integrated resorts; driving efficiency in repetitive tasks and offering Melco the ability to focus on its strategic efforts and scale. The success of the program so far concretely demonstrates the adaptability of AI, and our system, to drive value.”

Many use cases of AI and machine vision in the casino and entertainment space focus on fraud prevention. The leverage of AI-based machine vision in loyalty program operations offers a unique case study on the broad applicability of AI and the Cogniac system, which it hopes to roll out to more companies in Asia. 

“In our commitment to pushing boundaries to create the most innovative and memorable experiences for each and every Melco guest, we continue to embrace the implementation of ground-breaking artificial intelligence hardware including Cogniac’s AI-based machine vision,” said Avery Palos, SVP & Global Chief Information Officer at Melco. “The system scales our ability to process data, dramatically improving our loyalty program’s operational accuracy, service quality, and guest experience. We are confident that the collaboration will continue to help us achieve these goals beyond the initial scope of the pilot.”

Sharon Singleton
Sharon Singleton
Sharon Singleton is a multi-media reporter with experience ranging from website management to reporting and editing for newspapers, news agencies and television. As Managing Editor she's been working with Asia Gaming Brief since 2013 and her specialties are: Business, current affairs, fluent in Italian, French, with working knowledge of Spanish.