SBC Appoints InsightPlay.ai as Official AI Solutions Partner for SBC Summit 2026

SBC has named InsightPlay.ai as its Official AI Solutions Partner for the SBC Summit 2026, to be held from 29 September to 1 October in Lisbon. InsightPlay.ai will deploy Bruna, its AI-powered voice and WhatsApp agent built specifically for SBC, as a digital concierge available to delegates before and during the event. This partnership marks an expansion on previous collaborations, integrating Bruna into key phases of the attendee and commercial journey at one of the industry’s largest global gatherings.

InsightPlay.ai Partnership Expands at SBC Summit Lisbon

The partnership appoints InsightPlay.ai as the core provider of AI attendee engagement for SBC Summit 2026 at the FIL and MEO Arena in Lisbon. Bruna, the AI agent, will deliver 24/7 support for delegates, moving beyond standard customer support to include pre-event sales and prospect engagement. According to SBC, this rollout builds on past deployments at SBC Summit Rio and SBC Summit Americas, where Bruna first demonstrated real-time event assistance capabilities for attendees.

AI Agent Bruna: From Sales Journey to On-Site Concierge

Bruna’s deployment at SBC Summit 2026 takes on two distinct roles:

• Pre-event AI Sales Agent: In the lead-up to the event, Bruna engages prospective attendees, answers questions about tickets and event details, and supports the ticket purchasing process.
• On-site AI Concierge: During the summit, Bruna transitions to customer support, offering immediate responses to questions about the agenda, speakers, exhibitors, stand locations, ticket access, networking opportunities, parties, venue logistics, and general inquiries.

This dual-purpose model showcases how InsightPlay.ai’s conversational agent can adapt to different stages of the attendee lifecycle, supporting both acquisition and real-time customer service. With support available across both voice and WhatsApp channels, delegates receive timely responses to a broad range of event questions, maximising the attendee experience while streamlining operational demands for SBC.

Technology Integration and Live Demonstration at Scale

Bruna will be available 24/7 to all SBC Summit 2026 participants, handling high volumes of concurrent conversations and demonstrating the scalability of InsightPlay.ai’s enterprise AI platform. The technology enables:

• Real-time engagement for both prospects and registered attendees
• Automation of repetitive queries, allowing staff to focus on complex requests
• Seamless handoff between sales guidance and customer support

For InsightPlay.ai, SBC Summit offers a live-stage showcase, moving beyond product demos to a tangible deployment where attendees interact directly with the AI agent. The company specialises in autonomous agents for acquisition, retention, reactivation, and support, designed to operate via voice and text in regulated industries including betting and gaming.

Cristian Barbosa, COO and Co-Founder of InsightPlay.ai, noted:

“Both Rio and SBC Summit Americas allowed us to demonstrate how conversational AI could transform attendee support. Lisbon takes that concept further: Bruna is now part of the journey before attendees even reach the venue, helping SBC engage prospects and support ticket sales, then seamlessly shifting into customer service during the event itself. That versatility is where enterprise AI agents become especially valuable.”

Structured Networking and High-Profile Content at SBC Summit 2026

The summit will bring together the global betting and gaming sector for three days, with a programme that includes targeted business networking and content. The event features the 'Leadership in Sports Business' keynote, highlighting basketball figure Michael Jordan, Sportradar Founder and CEO Carsten Koerl, and DraftKings Co-founder and CEO Jason Robins. New networking formats, such as speed networking, regulatory meetups, show floor tours, and curated sessions, are set to facilitate connections among operators, suppliers, affiliates, and regulators.

James Shanahan, Marketing Director at SBC, commented:

“We’ve already seen through Rio and Americas how useful Bruna can be as an attendee support tool, so expanding her role in Lisbon felt like a natural next step. This time, we’re looking at how the same technology can support us before the event as well as during it, from helping prospective attendees with questions and ticket options to providing delegates with instant support once they arrive.”

About the Companies

• InsightPlay.ai: An enterprise AI solutions provider, InsightPlay.ai develops conversational agents for use across acquisition, retention, reactivation, and support. Its technology powers automated, real-time conversations over voice and text, meeting the needs of high-volume, compliance-driven industries.
• SBC: SBC operates as a global events and media group focused on the betting and gaming sector, serving operators, suppliers, affiliates, regulators, and stakeholders through international summits, exhibitions, and content platforms.

Bruna: Immediate Support Available via WhatsApp

Attendees and prospects can access Bruna, the AI-powered concierge, 24/7 through WhatsApp and voice, before and during the Lisbon event. Those already engaged by Bruna will have experienced the agent’s capability to guide them through event queries and ticketing decisions. For delegates seeking immediate support during SBC Summit 2026, Bruna remains accessible as the official concierge channel.