SBC names InsightPlay.ai as its official AI solutions partner for the SBC Summit 2026.

InsightPlay.ai has been named the Official AI Solutions Partner of SBC Summit 2026 , deepening its partnership with SBC through the implementation of Bruna, an AI agent designed to assist participants throughout their event journey, from the weeks leading up to the event to real-time on-site support.

The SBC Summit will take place from September 29th to October 1st, 2026 at FIL and MEO Arena in Lisbon, bringing together the global betting and gaming industry for three days of business, networking, content, and innovation. Highlights include the opening keynote address “Leadership in Sports Business,” featuring basketball icon, investor, and philanthropist Michael Jordan, Sportradar founder and CEO Carsten Koerl, and DraftKings co-founder and CEO Jason Robins, as well as a new structured networking program designed to create more targeted business connections through speed meetings, meetings with regulatory bodies, guided trade show tours, and select meetings.

One agent, two functions.

InsightPlay.ai created Bruna as an AI agent available via voice and WhatsApp, capable of interacting with participants and potential clients naturally and in real time at different stages of the event journey.

In the weeks leading up to the SBC Summit, Bruna acts as an AI-powered sales agent, interacting with potential attendees, answering questions about the event and ticket options, and guiding interested parties through the purchase process.

As soon as the doors open in Lisbon, Bruna transforms into a virtual customer support assistant and event concierge, offering participants instant access to essential information throughout the summit.

Available 24 hours a day, 7 days a week, Bruna assists participants with questions about the schedule and sessions, speakers, exhibitors and booth locations, ticket access, networking opportunities, parties, venue details, and general event logistics.

This dual deployment demonstrates how a single AI agent can go beyond a single use case to support an organization at different stages of the customer lifecycle: from acquisition and conversion to real-time customer support.

Rio, the Americas, and now Lisbon.

The collaboration builds on InsightPlay.ai and SBC's previous implementation at SBC Summit Rio and SBC Summit Americas, where Bruna debuted as an AI-powered event concierge, providing attendees with real-time assistance throughout the event.

Lisbon marks the next stage of this collaboration, expanding Bruna's role from participant support to commercial engagement and ticket sales, demonstrating how the same conversational AI infrastructure can power multiple business functions simultaneously.

For InsightPlay.ai, the partnership also offers a live demonstration of its enterprise-grade AI agent technology at one of the industry's largest global events. Instead of just learning about AI through a product demo, SBC Summit attendees will be able to interact directly with Bruna and experience firsthand how conversational AI operates in voice and text, manages large volumes of simultaneous conversations, and supports different objectives throughout the customer lifecycle.

Cristian Barbosa, COO and co-founder of InsightPlay.ai, added: “Both Rio and SBC Summit Americas allowed us to demonstrate how conversational AI can transform attendee support. Lisbon takes this concept further: Bruna is now part of the journey even before attendees arrive at the venue, helping SBC engage potential customers and support ticket sales, and then seamlessly integrating into customer service during the event itself. This versatility is where enterprise AI agents become especially valuable.”

By integrating AI into business activities and in-person participant support, the partnership reflects SBC's ongoing focus on exploring technologies that enhance the customer experience while simultaneously increasing operational efficiency on a large scale.

James Shanahan, Marketing Director at SBC, said: “We’ve already seen in Rio and across the Americas how useful Bruna can be as a support tool for attendees, so expanding its role in Lisbon seemed like a natural next step. This time, we’re looking at how the same technology can support us before and during the event, from helping potential attendees with questions and ticket options to providing instant support to delegates as soon as they arrive.”

Meet Bruna at SBC Summit 2026

If potential clients have already been contacted by Bruna, they have experienced firsthand how a voice-activated AI agent can assist in their event journey. And if they need further assistance throughout the process, SBC's official concierge service is also available via WhatsApp.

During the event, Bruna remains available 24/7 as an AI event concierge, providing real-time assistance to participants throughout the SBC Summit.

WhatsApp: +13527680805

About InsightPlay.ai

InsightPlay.ai is an enterprise AI solutions company specializing in autonomous conversational agents for customer acquisition, retention, reactivation, and support.

Operating across voice and text channels, InsightPlay.ai's AI agents enable organizations to engage with customers in real time, automate high-volume conversations, and support measurable business outcomes throughout the customer lifecycle.

About SBC

SBC is a leading global events and media company focused on the betting and gaming industry, bringing together operators, affiliates, suppliers, regulators and other industry stakeholders through international conferences, exhibitions and media platforms.