888 looks to customer service gains with new AI-enabled assistant
London-listed operator unveils new responsible gambling service to existing account holders
888 has launched a new customer-focused AI-enabled virtual assistant geared towards encouraging responsible gambling among its customer base.
Known as Amanda, the virtual assistant aims to offer human-like responses to frequently asked questions, as well as providing a personalised service to players.
The service aims to answer specific account-related questions on subjects including account withdrawal timeframes to the availability of bonuses and free bets.
The software also detects specific terms and phrases related to gambling-related harm and automatically flags when it is necessary for a player to receive additional assistance from a member of the 888 customer service team.
“In line with the group’s focus on new product development, Amanda has been designed to enhance the usability and richness of services offered across 888’s market-leading brands, while ensuring that its players continue to play in a responsible and fun manner,” 888 said in a statement confirming the launch.
It is understood Amanda will be available to existing customers and will sit within the group’s wider responsible gambling software, Control Centre, which was launched in 2021.
888 VP of product Roee Peled said: “We are constantly looking at how we can use our technology to evolve our products and processes to improve the experience for our customers, and Amanda is an excellent example of this principle in practice.
“By developing new ways of providing support and information for our players, we will be better able to increase customer retention and loyalty,” he added.
Discussing the Amanda system specifically, Peled continued: “Amanda is also another great example of how can leverage technology and AI to support our broader safer gambling objective and adds another safer gambling layer to enhance our existing Control Centre and Observer tools.”