Online betting and gaming firm Betsson Group has announced a strengthening of its customer service protocols, after aligning with Ada for instant, multilingual support.

Under the terms of the deal Betsson is utilising the AI powered platform of the Toronto headquartered organisation, which specialises in automated customer experience.

Through this partnership Betsson has developed and launched a trio of chatbots that speak eight languages, in order to provide its in excess of 600,000 strong active customers with round the clock engagement, across the brand’s top websites including Betsson, Betsafe and NordicBet.

Mike Murchison, chief executive officer of Ada, hailed the link-up as a landmark implementation for his company: “Betsson Group is consistently honoured with top industry awards that recognise its commitment to driving customer service excellence.

“We are proud to work with Betsson to ensure the automated experience matches and enhances the high-quality, award-winning support their customers have come to expect.”

Via this fresh investment in automation, Betsson stresses a commitment to its customers journey “through digital transformation for customer convenience”.

By introducing Ada as a key component of its customer service offering, the agreement enables the group to elevate the quality of self-serve support by providing instant support, that reduces customer time and effort to get the information and answers they need, anytime they need it.

As a result of utilising Ada’s platform. Betsson’s relevant teams have been able to build and launch each chatbot in less than a month, integrate with its existing live chat provider to provide automated answers in seconds and provide a seamless contextual hand-off from chatbot to live human when requested.

Jesper Svensson, CEO of Betsson, added: “At Betsson, we’re focused on creating the best possible experience for our customers, and that means the tools we use need to be powerful and flexible enough to match our vision.

“By implementing Ada’s AI-powered automation, our customers can now trust that support is available anytime they need it, in their first language.”