Unlock Customer Insights with Theta Intelligence

See what your customers actually need based on what they ask, with real-time insights you can analyze and act on.

Today, Theta Labs is launching Theta Intelligence, an analytics platform that transforms AI agent conversation data into actionable business insights. The new premium tier turns the thousands of daily customer questions fielded by EdgeCloud AI agents into strategic intelligence through real-time dashboards, automated alerts, and reporting tools.

For the past year, organizations across sports, esports, and entertainment have deployed Theta EdgeCloud AI agents as 24/7 customer assistants. These conversational interfaces answer questions about schedules, services, logistics, and products. But while customers see a helpful interface, organizations have been sitting on something more valuable: a complete record of what their audience actually cares about, struggles with, and needs.

Traditional feedback methods (surveys, focus groups, social media monitoring) only capture a fraction of what customers are thinking, and usually long after the fact. AI agents, on the other hand, collect real feedback at the exact moment customers are confused, frustrated, or interested in something. Until now, that data has been underutilized.

Turning Conversations Into Insights

Your customers are already telling you exactly what they need — Theta Intelligence just makes sure you’re listening.

The platform surfaces this information through real-time dashboards that track what people are asking about, what topics are trending, and how customers are feeling. Organizations can spot operational problems before they blow up and see which content actually connects with their audience. The platform shows seasonal patterns and year-over-year changes, while timestamped data maps customer needs throughout an entire event or season. Automated alerts notify teams when certain types of questions spike unexpectedly, and all data can be exported to work with existing business tools.

With timestamps, organizations can see exactly when customers get stuck trying to buy tickets, which moments during an event trigger the most questions, and how needs change over time. This kind of specific timing makes it possible to fix problems at their source.

What Different Teams Can Do With It

The insights help teams across an organization. Customer service can catch issues before they turn into floods of complaints. Marketing can see which campaigns people actually care about instead of guessing based on clicks and impressions. Partnership teams can show sponsors exactly how customers engage with their activations, using real data instead of promises. Sales can spot what products people want before purchase patterns show up in the numbers. And revenue teams can connect the dots between how customers engage and what actually drives sales.

One leading European football club, Olympique de Marseille, launched an AI agent with us back in 2025. Theirs handles common questions about ticket purchases while tracking what different audiences want to know. With Theta Intelligence, the data revealed that English-speaking fans were asking different questions than French-speaking fans, helping the club better serve each group.

“The query patterns from our AI mascot give us a direct line into our supporters across Marseille and beyond: showing, in real time, exactly what they want to know on matchdays and throughout the week,” said Benjamin Prato, Chief Technology Officer of Olympique de Marseille. “It turns that passion into clear, actionable insight that helps us communicate smarter and deliver a better OM experience for our fans.”

Some are using the intelligence to evaluate partnership performance by tracking customer questions about sponsor activations like San Jose Earthquakes. Others are identifying content opportunities by understanding which topics, personalities, or initiatives generate the most organic interest such as Flyquest and GenG. Several have refined their customer service training based on the types of questions asked most frequently including Houston Rockets and others.

Better Data Than Surveys

The quality of this data beats traditional feedback because it captures what people genuinely need in the moment they need it. There’s no survey fatigue, no carefully worded responses to make themselves look good, and no gap between when something happens and when someone mentions it.

Unlike generic analytics platforms that require complex setup and integration, Theta Intelligence works out of the box with existing EdgeCloud deployments, surfacing insights within minutes, not months.

Organizations with current AI agent installations need no additional technical implementation the platform activates seamlessly and begins analyzing conversation data immediately. All data remains fully anonymized and privacy-compliant, with organizations seeing patterns and trends rather than individual user information.

Theta Intelligence is being rolled out from today. The platform works with current Theta EdgeCloud AI agent installations without requiring additional technical work. All data is fully anonymized and privacy-compliant. Organizations see patterns and trends, not individual users.

Visit our FAQ page for more information: https://www.thetaedgecloud.com/faqs/theta-intelligence

For further details about Theta Intelligence, visit https://www.thetaedgecloud.com/ai-agents or email partners@thetalabs.org

Unlock Customer Insights with Theta Intelligence was originally published in Theta Network on Medium, where people are continuing the conversation by highlighting and responding to this story.