Softswiss links AI, personalisation and cyber risk in platform strategy

Softswiss executives have outlined how the company views three connected pressures facing digital platform operators: deeper personalisation, AI-assisted engineering and rising cyber risk.

The comments, made during industry panel discussions reported by Security Brief AU, centred on iGaming but touched on issues relevant to payments and software development more broadly. The source did not specify Australian customers, deployments or availability, so any direct local impact remains unclear.

What is known: Softswiss chief product officer Kyryl Avdienko argued that gamification is no longer a differentiator when copied as a standard feature. He said the test should be whether a feature remains engaging without a bonus or reward attached. In his view, otherwise the design is simply another bonus mechanism rather than a meaningful experience.

Avdienko also framed personalisation as a data and timing problem rather than a matter of creating a unique segment for every user. He said AI could help move users between behavioural segments, but warned that poor, late or inaccurate data could result in irrelevant messaging. The vendor’s position is that “real-time” responsiveness is the difficult technical layer behind effective personalisation.

In payments, FinteqHub chief product officer Anna Pudova said reliability should come before novelty. According to the panel discussion, gamification ideas may have a role in financial journeys only where they reduce friction or make transactions clearer.

Softswiss also discussed AI in engineering management. Its chief technology officer Sergey Kastukevich moderated a panel that considered whether AI changes team structures, investment priorities and productivity. The reported discussion did not show consensus on whether AI changes engineers themselves, but several participants treated AI as a tool for leverage rather than a replacement for judgement.

Interpretation: The strongest theme is not that AI automatically improves platforms, but that it amplifies existing systems. If data, processes or governance are weak, automation may scale those weaknesses rather than fix them.

On cyber security, Softswiss deputy chief security officer Artem Bychkov said the company uses compartmentalised architecture, but acknowledged that even a limited compromise could have significant consequences for business customers and end users. He also said AI has made attacks cheaper and faster by allowing attackers to test far more approaches than before.

Bychkov said Softswiss uses AI tools for code security checks, supply-chain analysis and monitoring, but does not run a “humanless” security operations centre. Human analysts still review final alerts and decide how to respond.

What remains unclear is how effective these approaches are in practice. The source did not provide independent validation, customer results, incident data or performance benchmarks. The broader implication is that platform providers are moving AI deeper into product, engineering and security workflows while still relying on human oversight where risk is high.