SBC News BetHarmony: the secret AI agent aiming to break the chatbot mold
Image: Symphony Solutions

BetHarmony: the secret AI agent aiming to break the chatbot mold

AI is one of the world’s biggest buzzwords. Brands and products are desperately trying to implement AI into their solutions and processes in a bid to be seen as ahead of the curve. 

Sports betting is just one arena where AI is seeing a meteoric rise as operators seek to improve backend operations such as pricing and trading. But just as important is being able to use AI in a customer-facing context to help improve the overall user experience. 

One such company that is seeking to do this is Symphony Interactive. Originally an IT solutions company, it has moved into the sports betting and igaming space in the last few years, advocating for the rise of AI agents. 

AI Agents – introducing a smarter way to interact with users

BetHarmony is an AI Agent Assistant for users, which can help with three key points: customer support, sportsbook and casino. Rather than following the mold and using chatbots, Symphony Interactive is offering BetHarmony which aims to help users throughout their journey on the platform offering genuinely helpful and personalised solutions. 

Symphony Interactive’s VP of Product Eduardo dos Remedios tells SBC: “We built BetHarmony to be flexible, so much so that it’s even been used outside of the igaming industry. If you can imagine a scenario where you’re connecting something like ChatGPT, that style of large language model, but with your enterprise content, that’s what it is. The UI is flexible. It could be a small widget, or it could be a full chat UI, if you wanted.”

The idea is to build upon the growing trend of AI Agents in other industries and bring that to the igaming space, aiming to move away from traditional chatbots which are currently commonplace. 

Valentina Synenka, CEO of Symphony Interactive adds that BetHarmony focuses on the personal experiences of each individual player rather than generic responses to the thousands of bettors who have issues.

Synenka says: “At the moment, it’s the only existing AI agent for the end users. It’s not the usual bot or scripted bot. It’s an AI bot.

“BetHarmony can also detect certain areas that we think are more demanding and require engagement with human agents”, she adds. “For example, perhaps I would like to close my account. It’s a serious topic, the client must be really dissatisfied. So without asking, we would suggest you talk to the human agent.”

AI Agent for sports betting

As aforementioned, BetHarmony is built for three scenarios. The first of these is for sportsbooks, in which the Agent can help players place bets by specifying the type of bet they want to make and the amount they want to wager. Moreover, BetHarmony gives bettors the bets that are most relevant to them based on their prior activity. 

Amplifying its efficacy in comparison to traditional chatbots, Symphony Interactive outlines that the Agent uses advanced AI to remember contextual information, learns over time and has the ability to ask questions in ambiguous situations. 

Remedios reiterates his belief that AI Agents are the tool of the future precisely because of these features. 

“We see a lot of growth in AI agents, and most importantly, they’ll become even more autonomous over time,” he adds.

AI Agent For Casino and business intelligence

In the casino section of BetHarmony, the benefits are twofold as players are supported with advanced game searches. Reflecting AI Agents’ benefits over traditional bots once more, the solution comes with a semantic search function which results in game recommendations by type, features and name. 

The operator also benefits from the platform as it comes with communication flows and comprehensive reporting so that they can make reasoned decisions using the data. 

Remedios explains this intelligence from an organisational perspective, saying: “It could just as well be used for statistical analysis. Instead of writing complex programming queries to retrieve data about sales, for example, you could just write a query, a text message saying, as an example, how many baseball bats did we sell in Asia, excluding the children’s bats thing, BetHarmony can give you an answer.” 

Bringing true AI to igaming

Symphony Interactive is using BetHarmony to bolster igaming’s AI approach, which it has noted is not as optimised as it could be. 

Speaking with SBC Leaders, Valentina Synenka notes that there is a “very low penetration level” of AI in betting and gaming. 

She explains: “A lot of people have been labelling their products as ‘AI-powered’, but when I go to look to understand what stands behind this tagline, very often it’s just used for the sake of saying it, because if you don’t say you’re AI-powered, you’re perceived as being behind the trend. But how much of the real AI is behind the technology? Not much, I have to say.”

But with BetHarmony, the company claims to be at the cutting edge of AI in the space. 

And Remedios asserts that the rise of AI should be there to serve the players, and that BetHarmony does that. By bringing an AI Agent into the user interface which speaks in plain English, gets more intelligent over time and understands the context of queries, the firm believes that the biggest trend of 2025 will be the rise of AI Agents.

As Remedios states: “The future will be that the concept of having a huge, complex sports lobby will be gone. I don’t think you would be presented with it because really, I just want to be on football. I don’t want to see greyhounds. I’m really not interested in ice hockey and all that. My portal should be specific to me. I’m an Arsenal fan. I just want to see the Arsenal games and I want to be able to place a bet on that.

“The message is really about allowing the people who can’t yet, who don’t yet control their own destiny, to be able to do that.”

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