Muriel Le Senechal, Fast Track: “AI allows teams to focus more on strategy, creativity and loyalty, rather than just execution.”

Shows & conferences - 23 April, 2026

During the bustling SiGMA South America event, Focus Gaming News caught up with Muriel Le Senechal, Regional Commercial Manager LatAm at Fast Track, who shed light on the company's recent achievements, strategic initiatives, and the transformative power of AI in Customer Relationship Management (CRM).   Le Senechal began by highlighting Fast Track's exceptionally busy start to the year, following appearances at SiGMA and SBC. She detailed their groundbreaking Spark CRM workshop, a "really hands-on" event designed for Brazilian operators. Recognising a significant "gap in the market" for CRM expertise, Fast Track aimed "to teach the basics of CRM and to the master of what is being done in Europe." The ultimate goal, she explained, was to "raise the bar" for the entire industry, improving technology and overall efficiency for all operators, regardless of their platform. The workshop was a resounding success, culminating in participants receiving certification and leaving with full CRM strategies, including plans for the upcoming World Cup. Le Senechal noted the challenge of attracting busy professionals, but emphasised that by explaining the event's importance to top-level management, they successfully drew attendees from across Brazil, who "really understood how powerful was what we was offering."   The discussion then pivoted to the World Cup, which Muriel described as a "crazy" event, being the first since regulation in Brazil. Many smaller and medium operators are "a bit scared" of potential issues. Fast Track is supporting them by bringing in experts like Sports Radar, a "reference on sports booking," to teach strategies beyond mere result bets, encouraging exploration of the World Cup's broader opportunities. This major event also presents "amazing" retention prospects, as it introduces new players to casinos, often for the first time.   Looking ahead, Le Senechal revealed that Spark is set to become a global initiative. "Spark gonna become the name of the event and we're going to run this all around the world," she announced, with plans for workshops in Europe and Asia, bringing the latest in CRM, technology, and AI to a wider audience.   A significant portion of the interview focused on the integration of Artificial Intelligence into CRM. Fast Track has incorporated AI since 2021-22, but its new "natural language" AI tool marks a substantial leap forward. Unlike AI that searches the internet, this tool directly interrogates an operator's own database. Users can "ask absolutely anything" about their performance, retrieve KPIs, and identify "bright spots" or areas for improvement. This drastically cuts down reporting time, turning days of work into "30 seconds, 2 minutes." Muriel described this as their "biggest game changer," especially vital for less mature markets like Brazil, where CRM teams are often much smaller than in Europe. The AI empowers these teams to be "much more efficient," allowing them to focus on strategy, creativity, and loyalty rather than just execution. She provided an impressive example: users can simply prompt the system to "create a campaign" with specific segments, copy, and images, and "the system creates everything." It can even take a screenshot of a spreadsheet strategy and generate "30 campaigns ready with the different segments and all the different copyright," a functionality that, Muriel confidently stated, "is really going to change the game."   Muriel concluded by reiterating Fast Track's commitment to being at the "forefront of CRM in the industry," driving innovation and efficiency for its partners.