Bruna, InsightPlay.ai’s voice and WhatsApp AI agent created for SBC, will serve as a 24/7 digital concierge for delegates while also supporting selected pre-event attendee journeys.

InsightPlay.ai has been named the official AI solutions partner of SBC Summit 2026, deepening its partnership with SBC through the deployment of Bruna, an AI agent designed to support attendees across the entire event journey, from the weeks leading up to the show to real-time assistance on-site.

SBC Summit will take place from 29 September to 1 October 2026 at the 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 Leadership in Sports Business keynote featuring basketball icon, investor and philanthropist Michael Jordan, Sportradar Founder and CEO Carsten Koerl and DraftKings Co-founder and CEO Jason Robins, alongside a new structured networking programme designed to create more targeted business connections through speed networking, regulatory meetups, show floor tours and curated meetings.

One agent, two roles

InsightPlay.ai built Bruna as an AI agent available through voice and WhatsApp, able to engage attendees and prospects naturally and in real time at different stages of the event journey.

In the weeks leading up to SBC Summit, Bruna operates as an AI Sales Agent, engaging prospective attendees, answering questions about the event and ticket options, and guiding interested delegates through the purchase process.

Once the doors open in Lisbon, Bruna shifts into an AI Customer Support and Event Concierge, giving attendees instant access to essential event information throughout the summit.

Available 24/7, Bruna helps delegates with questions about the agenda and sessions, speakers, exhibitors and stand locations, ticket access, networking opportunities, parties, venue details and general event logistics.

This dual deployment shows how a single AI agent can move beyond one use case to support an organisation across different stages of the customer lifecycle: from acquisition and conversion to real-time customer support.

Rio, America’s and now Lisbon

The collaboration builds on InsightPlay.ai and SBC’s previous deployment at SBC Summit Rio and SBC Summit Americas, where Bruna debuted as an AI Event Concierge providing delegates with real-time event assistance.

Lisbon marks the next stage of that collaboration, expanding Bruna’s role from attendee support into commercial engagement and ticket sales, demonstrating how the same conversational AI infrastructure can power multiple business functions at once.

For InsightPlay.ai, the partnership also offers a live showcase of its enterprise-grade AI agent technology at one of the industry’s largest global gatherings. Rather than encountering AI through a product demo alone, SBC Summit attendees will be able to interact directly with Bruna and experience firsthand how conversational AI operates across voice and text, manages high 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 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.”

By integrating AI into commercial activity and on-site attendee support, the partnership reflects SBC’s continued focus on exploring technology that improves customer experience while increasing operational efficiency at scale.

James Shanahan, Marketing Director at SBC, said: “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.”

Meet Bruna at SBC Summit 2026

If prospects have already been contacted by Bruna, they’ve experienced firsthand how a voice AI agent can support the event journey. And if they need further assistance along the way, SBC’s Official concierge is also available via WhatsApp.

During the event, Bruna remains available as a 24/7 AI Event Concierge, providing real-time assistance to delegates throughout SBC Summit.

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