Tommy Kearns: XpertOS poised to harmonize agentic AI advancements

(AsiaGameHub) –   Tommy Kearns ranks among the iGaming sector’s most dynamic leaders, and his firm has high hopes for the rollout of XpertOS—its “agentic AI, unified data platform.” Yet despite the excitement surrounding the product, he emphasizes that the human element will remain an essential part of CRM.

When it comes to product launches, the iGaming industry rarely takes a subtle approach; providers and their marketing teams often excel at making ambitious claims about how their newest offerings will shake up the sector and their niche. That’s why when CRM expert Xtremepush reached out to this reporter to propose an interview with CEO Tommy Kearns about the launch of its latest product, XpertOS, it was impossible to pass up the opportunity.

In classic iGaming fashion, Kearns claims XpertOS will revolutionize CRM in regulated iGaming markets just as ChatGPT transformed the search landscape. To be clear, he doesn’t suggest it will eliminate affiliates’ SEO tactics or decimate revenue for businesses that depend on high click-through rates from SEO strategies rooted in quality content and industry authority.

Kearns brushes off the lighthearted (if not great) quip and explains that XpertOS will “dramatically boost CRM productivity by integrating its AI-driven solution fully into operators’ technical systems.” He also highlights that the human factor will always be central to XpertOS’s functionality, thanks to its three core layers: ‘Xpert Assistant’, ‘Xpert Flows’ and ‘Xpert Crews’.

Three Unifying Layers

‘Xpert Assistant’ will feel familiar to anyone who’s used AI chat tools; it serves as a starting point for managers seeking creative ideas and overarching strategy development. ‘Xpert Flows’, positioned above the assistant layer, integrates with workflow platforms like Jira and Slack to make the CRM system operational. Xpert Crews assigns simulated agent teams to handle compliance, copywriting, or marketing tasks.

Looking past the trendy terminology, Kearns notes that his team “didn’t just tack XpertOS onto our clients’ existing systems—we integrated the data and technology into our unified platform.” This distinction, he argues, is critical: “It brings data layers closer, allowing real-time actions that others can’t match. In iGaming, if you’re not acting in real time, you’ve already lost the opportunity.”

Data is the foundation of XpertOS’s development and a key asset for Xtremepush. Kearns highlights that the AI’s ability to process massive data volumes “in real time—not overnight, as some competitors do—lets the system merge metrics, regulatory rules, details about at-risk or self-excluded players, and segment this information into coherent marketing campaigns that adhere to local laws in every market where our clients operate.”

The unified data structure is “already greatly enhancing the efficiency of operators’ CRM teams,” with draft campaigns created far more quickly than before and allowing operators to “adjust in real time.” Kearns adds: “Instead of manually creating 20 campaigns a week, our operators can schedule up to 200 weekly campaigns.”

He also emphasizes that XpertOS is the first CRM platform to fully integrate and unify all data layers involved in creating CRM campaigns—from player segments to regulatory compliance, responsible gambling protocols, and bonus structures.

Responsible Gambling (RG) is growing in importance for operators across Europe, the U.S., and South America. France is a recent example: the country’s regulator, Autorité Nationale des Jeux, launched its own algorithm and revealed that the number of problem gamblers had been vastly undercounted.

Unsurprisingly, there will likely be intense discussions about the figures and the methods used to calculate them. Even so, this highlights the ongoing significance of corporate social responsibility for the industry. With Spain and the Netherlands also developing their own algorithms, this focus on RG isn’t going away anytime soon.

“AI Can’t Do Everything”

 Given all this, Xtremepush and its top competitors have been in business for 10 to 15 years—so why did it take so long to develop XpertOS?

“That’s a valid question,” Kearns responds, then makes a point that’s often overlooked in the AI frenzy: “AI isn’t a one-stop solution; it can’t link all the various data sets. You still need endpoints—channels like SMS, email, social media, and in-person experiences.”

Gamification is a hot topic in iGaming, but Kearns notes that “creating effective, compliant loyalty programs with high-quality gamification elements is far more complex than most people think. You have to connect data layers: from regulated, highly sensitive data to bonus systems and player histories.”

“All of this needs to be consistently standardized across an organization. We spent 10 years building our unified platform at scale and the last 15 months on XpertOS—and the truth is, no AI-focused company could replicate this, even if they tried.”

With established partnerships with Fanatics Betting & Gaming, Betsson, and William Hill, Kearns says his company has earned their trust—allowing his team to draw on their expertise to build XpertOS.

As AI has evolved from large language models to today’s agentic AI—capable of understanding tasks and executing workflows with near-full autonomy—Kearns adds: “Human oversight and decision-making will always be core to our products. That’s why XpertOS is an ideal system of record, action, and intelligence: we’ve built and integrated a complete operating system into our platform.”

Three Core Functions Define XpertOS

According to Kearns, XpertOS serves three primary purposes: “First, it identifies high-value players that CRM teams wouldn’t have time to find, increasing productivity from 20 to 200 weekly campaigns. Second, it operates in full compliance with local regulations, so teams can launch campaigns confidently. Third, after quality checks, we involve human reviewers to edit and approve campaigns—this takes minutes instead of days.”

As the interview wraps up, Kearns explains XpertOS’s uniqueness: it integrates “identity resolution, consent management, suppression (self-exclusion)—the compliance backbone—and real-time audit trails.” This, he says, allows “scalable personalization while ensuring regulatory governance and compliance are embedded in the platform’s design.”

XpertOS has already been soft-launched with several operators; user feedback and case studies on its impact will be published in the coming months. Since CRM is a critical function for iGaming firms, iGaming Expert will likely follow up with the Xtremepush CEO to get updates and data on the XpertOS rollout.