Hazel Zuñiga Gutierrez is Automation Supervisor and Senior Automation Architect at BetCris, the official betting partner of the NFL in Latin America. In this role, she leads the development and management of AI-powered conversational customer service, a key part of the company’s digital transformation.
She has been instrumental in integrating the BetCris sportsbook into WhatsApp and other messaging channels, enabling customers to place bets, check odds, and resolve queries through a seamless chat interface. Her work has scaled automation solutions that serve users across Latin America, Canada, and Europe, supporting multiple languages and local preferences.
Trust and personalization are central to Hazel’s approach to player relationships. In industry interviews, she has emphasized that building automated systems is not just about efficiency but about creating dependable, human-like interactions that keep customers engaged. Her contributions have been featured in publications covering the next generation of sportsbook technology.
Beyond technical leadership, Hazel’s team designs workflows that balance automation with human oversight, ensuring that complex or sensitive issues are handled with care. Her work exemplifies how smart automation can enhance customer experience in the competitive iGaming space.
Career History
| Company | Role | Dates |
|---|---|---|
| Betcris | Automation Supervisor / Senior Automation Architect | – present |