The iGaming industry has a peculiar relationship with innovation: everyone wants it, but nobody wants to go first. That’s according to Alex Jones, co-founder of Conduet, who sat down with SiGMA News at ICE Barcelona 2026 to discuss the elephant in the room. AI-driven customer service automation.
“The iGaming industry’s a unique one where it waits for a big player to take that first step, and then others will follow,” Jones explained during the interview. “Once we see one of the large operators really start to automate customer service, operators at all levels will want to follow suit.”
It’s a candid observation that cuts to the heart of why, despite all the hype around artificial intelligence, many operators remain stuck in a holding pattern.
From operations partner to AI-driven solution
Since launching in 2018, Conduet has evolved from a straightforward outsourced operations partner into what Jones describes as “an AI-driven outsourced operations partner for the iGaming industry.” The shift wasn’t arbitrary, but mirrored a broader transformation in how competitive markets, particularly the expanding US landscape, are forcing operators to rethink their cost structures.
“Initially, there was a large growth and acquisition phase for these operators, and now it’s more about cost reduction,” Jones noted. The challenge? Delivering accurate, fast customer responses without sacrificing quality, all while keeping overheads manageable.
Enter Conduet’s dual approach: a Philippines-based support team providing 24/7 coverage, paired with their AI product designed to handle complex operations. According to Jones, it’s not just about “reducing the cost, but also improving the outcome and experience for the player.”
The 24/7 reality check
One of the more surprising revelations from Conduet’s journey was that their North American clients didn’t necessarily want local teams.
“We initially thought that our North American clients would want a local team,” Jones admitted. “We’ve since seen that the local teams aren’t a requirement and they want 24/7 customer service and operations support.”
That realisation reshaped Conduet’s strategy. Rather than expensive domestic staff working business hours, operators needed always-on support that could handle player queries at 3am on a Tuesday just as efficiently as during Saturday’s big game.
But here’s where it gets interesting: operators want to leverage AI, Jones says, but “don’t know how they can leverage it.” That’s where the human-AI combination comes in—using automation to handle the repetitive account verification and password reset tickets, while human agents tackle the complex, empathy-requiring interactions.
Playing it safe in a high-stakes environment
Jones is refreshingly honest about the industry’s hesitation. Budget constraints are forcing operators’ hands, he suggests, but there’s still a psychological barrier.
“A lot of these [operators] are going to be forced to take that risk with budget constraints,” he said. “But I think they’re probably going to wait for one of the big ones to take that step and then the others will follow.”
It’s a classic first-mover disadvantage scenario. Be the guinea pig and risk operational hiccups in a sector where player churn is brutal, or wait for someone else to validate the approach and risk falling behind on cost efficiency.
The irony? Conduet believes they’ve already cracked the code on the biggest AI worry in customer service: hallucinations. “We do safety checks before every response goes out,” Jones explained, emphasizing their focus on reducing the risk of AI generating incorrect or inappropriate responses to players.
The compliance tightrope
When it comes to balancing innovation with regulatory compliance, a perpetual headache in iGaming, Conduet’s approach is methodical. The company is SOC 2 compliant and works closely with market regulators to ensure their AI-driven responses don’t cross any lines.
“We work closely with operators themselves to make sure they’re comfortable with the responses that we can provide to customers,” Jones said, adding that safety protocols are baked into every interaction before it reaches a player.
It’s the kind of careful positioning that reflects broader industry anxiety: regulators are watching, and nobody wants to be the cautionary tale that prompts a crackdown.
What 2026 actually looks like
Jones’ prediction for 2026 is measured but optimistic. The combination of tightening margins, particularly with recent UK tax increases squeezing profits, and the need for scalable customer operations will push someone to make the leap.
“Once one of the large operators really starts to automate customer service, you’ll see others follow,” he reiterated. The question isn’t if, but when, and who’ll blink first.
For now, Conduet is positioning itself as the safe bet: proven human expertise backing AI capabilities, compliance credentials in place, and a track record with US operators like Hard Rock Digital and BetSaracen. They’re not asking operators to jump into the deep end; they’re offering a shallow entry point with guardrails.
The bigger picture
What emerges from Jones‘ perspective is a portrait of an industry caught between financial pressure and operational caution. Everyone knows automation is coming. Everyone understands the cost savings are real. But in a sector where customer loyalty is fragile and regulatory scrutiny is intense, nobody wants to be the operator whose AI tells a player to “just keep betting” when they should be suggesting a break.
The follow-the-leader mentality Jones describes is pragmatism in a high-stakes environment. But as budgets tighten and competitive pressures mount, that pragmatism has an expiration date. Someone’s going to move first. And when they do, Jones suggests, the floodgates will open. Whether that happens in 2026 or beyond, the industry’s watching … and waiting.
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