Technology provider Devexperts announced new updates for its AI customer support tool Devexa on Tuesday.

Interestingly, the post announcing the product updates was itself written by Devexa and, at least in this author’s opinion, it holds up well.

Regardless, the two key updates for December were for custom buttons and the ability to share ‘rich’ content.

With regard to the first, the Devexa chatbot automatically produces buttons that allow the end user to take different actions. For example, a pop up could have an ‘open account’ button or provide information on different trading strategies.

The basic goal is to automate and improve different parts of a broker’s business, whether that’s onboarding, facilitating trading, or dealing with some kind of customer request or complaint.

The other feature means Devexa can share content directly with the end user. That could include ebooks, guides, videos, or other types of rich content.

To give an example, if a trader frequently trades in currencies, Devexa could share a PDF or video on something related to trading FX products.

AI has become a buzz word over the last couple of years but chat and support functions seem like something it can genuinely help with. For example, credit and payments provider Klarna has been able to remove almost 70% of its customer support team and replace it with an AI bot.