InsightPlay.ai Named Official AI Solutions Partner of SBC Summit 2026
Portugal.- 8 September 2026 | www.zonadeazar.com InsightPlay.ai has been named the official AI solutions partner of SBC Summit 2026, taking place in Lisbon from 29 September to 1 October.
The partnership will see Bruna, an AI agent created specifically for SBC, deployed both in the weeks before the event and as a real-time support tool throughout the three-day Summit.
Bruna as an AI Agent
Bruna is a conversational AI agent available through voice and WhatsApp.
The solution has been designed to engage naturally and in real time with attendees and prospective delegates.
Its deployment at SBC Summit will demonstrate how a single AI infrastructure can support different stages of the customer journey.
Two Roles Within One Solution
Ahead of the event, Bruna will operate as an AI Sales Agent.
Its functions will include:
- Answering questions about SBC Summit.
- Providing ticket information.
- Supporting prospective delegates.
- Guiding customers through the purchase process.
- Resolving pre-event queries.
Once the event begins, its role will shift towards customer support.
24/7 Digital Concierge
During SBC Summit, Bruna will operate as an AI Customer Support and Event Concierge.
Delegates will be able to use it around the clock for information covering:
- Agenda.
- Sessions.
- Speakers.
- Exhibitors.
- Stand locations.
- Ticket access.
- Networking.
- Parties and social events.
- Venue information.
- General logistics.
The service is designed to provide immediate answers without relying exclusively on human support teams.
From Marketing to Customer Support
The deployment illustrates how one AI agent can operate across multiple stages of the commercial lifecycle.
Bruna will initially support acquisition and conversion before shifting into a customer-service role.
The model demonstrates how enterprise AI agents can work across different business functions within a single organisation.
Previous Deployments in Rio and Americas
InsightPlay.ai and SBC have already worked together on earlier deployments.
Bruna previously appeared as an AI Event Concierge at:
- SBC Summit Rio.
- SBC Summit Americas.
During those events, its primary role was to provide delegates with real-time assistance.
Next Stage in Lisbon
The Lisbon edition significantly expands the scope of the project.
For the first time within the partnership, Bruna will begin interacting with prospective delegates before the Summit opens.
The AI agent will support commercial enquiries and ticket sales before transitioning to customer support during the event itself.
Voice and Text Interaction
InsightPlay.ai allows users to interact with Bruna through multiple channels.
Combining voice technology with WhatsApp is intended to make the service easily accessible across different situations.
The infrastructure is also designed to manage high volumes of simultaneous conversations.
AI in a Live Environment
The partnership will provide a live demonstration of InsightPlay.ai technology.
Rather than experiencing the product solely through a conventional demonstration, attendees will interact directly with Bruna throughout their own event journey.
InsightPlay.ai will use the deployment to showcase practical enterprise AI applications in a real operating environment.
SBC Summit 2026
SBC Summit will take place from 29 September to 1 October 2026 at FIL and MEO Arena in Lisbon.
The three-day event will bring together representatives from the global betting and gaming industry around:
- Business.
- Networking.
- Content.
- Technology.
- Innovation.
The 2026 edition will also introduce a new structured networking programme.
More Targeted Networking
The programme has been designed to create more focused commercial connections through several formats.
Activities will include:
- Speed networking.
- Regulatory meetups.
- Show-floor tours.
- Curated meetings.
Bruna will complement these initiatives by giving attendees immediate access to relevant information.
Key Programme Figures
One of the event highlights will be the Leadership in Sports Business keynote.
The session will feature:
- Michael Jordan.
- Sportradar Founder and CEO Carsten Koerl.
- DraftKings Co-Founder and CEO Jason Robins.
The Summit will therefore bring together leading figures from sport, technology, investment and gaming.
Statements
InsightPlay.ai COO and Co-Founder Cristian Barbosa said deployments in Rio and at SBC Summit Americas demonstrated how conversational AI could transform attendee support.
He said Lisbon takes the concept further by bringing Bruna into the customer journey before delegates arrive, supporting enquiries and ticket sales before transitioning seamlessly into customer service.
SBC Marketing Director James Shanahan said previous events demonstrated Bruna’s usefulness as an attendee-support tool.
Expanding the agent’s role in Lisbon will allow SBC to explore how the same technology can support the organisation both before and during the event.
Operational Efficiency
AI agents can help reduce pressure on customer-support teams.
Frequent and repetitive enquiries can be handled automatically, allowing employees to focus on situations requiring specialist intervention.
The model also enables organisations to provide continuous assistance outside conventional support hours.
Industry Context
Artificial intelligence is becoming increasingly important across betting and iGaming.
Businesses are progressively moving beyond using AI primarily for data analysis and towards agents capable of directly interacting with customers, answering questions, supporting sales and handling operational requests.
Bruna’s deployment at SBC Summit provides a practical demonstration of this shift towards conversational systems covering the full customer lifecycle.
Next Steps or Impact
Bruna will engage prospective attendees before SBC Summit and remain active throughout the three-day event as a 24/7 digital concierge.
The partnership gives InsightPlay.ai an opportunity to showcase its technology to an international audience while allowing SBC to test an AI-led approach to both sales and customer support.
The project may also provide a reference point for betting and iGaming companies exploring conversational AI for acquisition, conversion and customer service.
Editó: @fonta
