The advent of artificial intelligence was expected to herald a new era for customer service, leading to enhanced experiences where consumers could get help without long waits. Ideally, customers could approach service providers with the assurance of instant responses powered by AI agents equipped with the necessary information to resolve their issues.
However, the current state often diverges from this vision. Many customers find that automated systems are designed more to limit interactions with human agents rather than to offer genuine solutions. A frustrated customer who is redirected to an extensive FAQs section may choose to abandon their inquiry, yet this unproductive interaction may still be logged as a success by the operator. Such scenarios contribute to repeat inquiries, customer dissatisfaction, and, within the gambling sector, overlooked indicators of financial distress or responsible gaming concerns, potentially leading to regulatory complications.
At the forefront of addressing these challenges is Raphie, a New Jersey-based firm established in 2019 under the name Conduet. This AI platform, specializing in iGaming, focuses on providing true resolution through what it calls “accountable automation.” Built upon over a million real interactions in the industry, Raphie utilizes its wealth of knowledge and contextual understanding of accounts to identify issues and outline necessary actions.
“A big premise on which we have built Raphie is to completely avoid that situation where it feels as though you are talking to a robot that does not know what you are asking,” said co-founder and CEO Justin Heath.
Raphie’s resolution-driven methodology is evidenced by a notable success: one US sportsbook client reported customer satisfaction scores exceeding 90% for interactions managed by Raphie’s fully automated services. This notable accomplishment, alongside Raphie’s industry expertise, has spurred its ambitious plans to expand into European markets.
The company’s entry into Europe is motivated by identification of the limitations inherent in generic AI systems, which often fall short in addressing specific inquiries within the iGaming landscape. Raphie states that approximately 90% of incoming requests necessitate account-specific data, yet customers frequently encounter generic responses that fail to resolve their unique issues. For instance, a player inquiring about the status of a withdrawal might receive a generic payment policy rather than tailored assistance.
To remedy this disconnect, Raphie employs a “context layer” that seamlessly integrates with an operator's player account management, wagering, and customer service systems. This allows the platform to access pertinent information and apply the operator's established protocols in its responses.
Heath notes that some operators initially underestimate the need for Raphie's specialized platform, believing that their existing helpdesk, equipped with AI tools from companies like Salesforce or Zendesk, suffices. However, the gap between the marketed capabilities and actual performance of these generic tools is often striking. Operators frequently anticipate a level of automation between 70% and 80%, only to discover it results in 5% to 10% due to inadequate integration with wagering technology.
Raphie does not advocate for a complete switch from human agents to automation; rather, it offers three operational modes that can function independently or in tandem to suit operator requirements. The Full Automation option resolves supported inquiries autonomously while allowing for human handover when necessary. Co-Pilot provides suggested responses to assist human agents, while Raphie's Specialist Human Agents stationed in Jersey City and the Philippines can handle customer service as well as risk and payment support on a standalone basis.
“We assess where a customer has dropped off before the conversation has fully run its course rather than treating that as resolved,” Heath explained.
An example of Raphie's effectiveness can be seen with the Arkansas sportsbook BetSaracen, which began utilizing the Co-Pilot functionality over a year ago and has recently expanded to Full Automation. In its first two months, Full Automation achieved a 77% autonomous resolution rate and reduced response times by over 55%, all while maintaining a customer satisfaction rate above 90%.
Raphie calculates resolution success not merely by tracking conversations that conclude without handovers but by considering customer satisfaction, instances requiring agent intervention, and whether the player contacts the service about the same issue again within 24 hours. The company also engages in comprehensive quality assurance to identify conversations that were abandoned prematurely.
An unresolved conversation represents a significant failure. Heath noted, “It means the customer has been going around in circles or has not received the response they need.” Raphie prioritizes understanding where customers disengage during interactions instead of considering them resolved.
Some customers even unknowingly form positive interactions with the AI agent, often expressing politeness or closing the conversation warmly after enjoying a seamless dialogue, co-founder and COO Alex Jones observed.
To facilitate a successful transition to automation, Raphie suggests a controlled four-step approach for operators. This begins with an analysis of inquiries and workflows, advancing to a shadow mode for testing responses without player interactions. The introduction of automation occurs gradually, by category, followed by ongoing optimization based on shifts in products or player behaviors.
“We usually start with a narrow automation scope and then expand it as we prove the resolution and the human-like response,” Heath stated.
With a methodical rollout, Raphie can expand its operational scope and enhance the variety of inquiries it addresses. For instance, a query about bet settlements can lead to notifications for the trading team or game providers if delays occur. The platform is also designed to escalate concerning inquiries, such as those indicating financial urgency, to the appropriate teams.
Evolving the balance between automation and human intervention, Raphie’s focus on accountable automation aims not only to increase the volume of conversations handled without staff but also to ensure that decisions are transparent and fall within operational guidelines.
As the technology develops, Raphie anticipates expanding the range of inquiries resolved autonomously, while allowing human teams to concentrate on complex issues that require nuanced understanding.
With its North American operations already established, Raphie is now advancing into Europe—a move that requires careful adaptation to each market's regulatory landscape. The approach will not be a direct replication of their North American model, as European regulations related to payments, bonuses, player protections, and audits differ significantly from one jurisdiction to another.
European operators are already equipped with sophisticated customer service workflows and seasoned teams, but escalating gambling taxes and operational pressures are prompting a reassessment of technology and human resource allocation to enhance efficiency without sacrificing service quality. Raphie claims it can lower customer support costs by over 60%.
Heath emphasized, “European markets are under far more cost pressure, so the desire to move quickly with AI seems to be there. We are seeing interest from small operators right through to some of the biggest globally.”
Through its expansion efforts in Europe, Raphie aims to assist iGaming operators in managing customer inquiries more effectively and at lower costs while strategically reserving human expertise for cases that necessitate it. For players, this shift is expected to mean less frustration in communications and more effective resolutions to their inquiries.
