SBC appoints InsightPlay.ai as its official AI partner for SBC Summit 2026

SBC has selected InsightPlay.ai as the official artificial intelligence solutions partner for SBC Summit 2026, thereby reinforcing the collaboration initiated in previous editions in Rio and America. The agreement involves the deployment of Bruna, an AI agent that will operate as a digital concierge 24/7, assisting participants both in the lead-up to the event and during the in-person gathering in Lisbon.

Full functionality of Bruna: AI in assistance and sales

Bruna, specifically created by InsightPlay.ai for SBC, will perform two main functions throughout the event. Before the opening of SBC Summit 2026, which will take place from September 29 to October 1 at the FIL and MEO Arena in Lisbon, Bruna acts as an AI sales agent. Her task is to interact with potential attendees, address inquiries about the event and ticket options, facilitate the purchasing process, and ultimately increase conversion from the digital channel.

During the event itself, Bruna switches roles to become a customer support assistant and event concierge. She will be available at all times to provide information about the agenda, speakers, exhibitors, booth locations, ticket access, networking, parties, venue details, and general logistics. This transition demonstrates how a single AI infrastructure can support multiple commercial and operational functions.

Expansion of AI use in international events

The collaboration between InsightPlay.ai and SBC began with the implementations of Bruna at SBC Summit Rio and SBC Summit Americas, where the agent functioned as an interactive concierge. In Lisbon, the application is extended to include business processes such as support in ticket sales, consolidating InsightPlay.ai's value proposition in high-demand business environments.

Cristian Barbosa, COO and co-founder of InsightPlay.ai, emphasizes the evolution of AI use throughout the customer cycle: > “Both in Rio and at SBC Summit Americas, we showed how conversational AI transformed the assistance provided to attendees. In Lisbon, Bruna will be part of the journey from the initial contact and ticket sales to service during the event, showcasing key versatility for business solutions.”

Direct experience for the sector

SBC Summit 2026 will allow operators, providers, and other sector agents to interact live with Bruna, assessing her responsiveness both via voice and WhatsApp. Bruna manages large volumes of simultaneous contacts and adapts to the needs of each user, illustrating the utility of conversational AI in complete cycles of acquisition, conversion, and support. James Shanahan, marketing director at SBC, supports the expanded role of Bruna: > “In Rio and America, we saw the usefulness of Bruna as a support tool. In Lisbon, we aim to apply the same technology both before and during the event, from answering questions and managing tickets to providing direct assistance upon arrival.”

An event that embraces technological innovation

The 2026 edition of SBC Summit will bring together key international figures in betting and gaming in a three-day program featuring talks, networking, business, social events, and innovation. Highlights include a keynote on leadership in sports business, with confirmed participation from Michael Jordan, Carsten Koerl (Sportradar), and Jason Robins (DraftKings).

Alongside the conferences, the event will include new forms of networking, such as speed networking, regulatory meetings, guided tours, and scheduled meetings, facilitated by Bruna's functionality and reflecting the integration of advanced technology to optimize the attendee experience.

Unique value and future vision for AI in the sector

The collaboration between SBC and InsightPlay.ai exemplifies the pursuit of operational efficiency and personalization in the industry through the integration of autonomous AI agents at all key customer interactions. Additionally, for InsightPlay.ai, the event provides a platform to demonstrate capabilities in real environments, away from simple demos and simulations. Bruna will be available via WhatsApp for attendees and prospects, positioning herself as a central contact point throughout the duration of SBC Summit.

About the companies

InsightPlay.ai is a technology company specialized in autonomous AI agents for acquisition, retention, reactivation, and customer support, capable of operating via voice and text channels for organizations seeking to automate real-time communication. Meanwhile, SBC has established itself as a global organizer of events and a media outlet specialized in the betting and gaming industry, bringing together operators, affiliates, providers, regulators, and key representatives at international conferences and platforms.

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