InsightPlay.ai has been announced as the Official AI Solutions Partner for SBC Summit 2026, expanding its collaboration with SBC through the deployment of Bruna, a voice and WhatsApp-based AI agent designed to support attendees before and during the industry’s flagship event in Lisbon.
Taking place from 29 September to 1 October 2026 at the FIL and MEO Arena, SBC Summit will welcome thousands of betting and gaming professionals from around the world for three days of networking, business opportunities, innovation, and industry insights.
As part of the partnership, Bruna will play a dual role throughout the event lifecycle. In the weeks leading up to SBC Summit, the AI agent will help engage prospective attendees, answer questions about the event, and provide guidance on ticket options and registration. Once the event begins, Bruna will transition into a 24/7 digital concierge, delivering real-time support to delegates on-site.
Available through both voice and WhatsApp, Bruna will assist attendees with event schedules, speaker information, exhibitor locations, networking opportunities, venue logistics, ticket-related inquiries, and general event support.
The deployment builds on successful implementations at SBC Summit Rio and SBC Summit Americas, where Bruna was introduced as an AI-powered event concierge. For the Lisbon edition, the solution has been expanded to support both attendee engagement and customer service, demonstrating how conversational AI can support multiple stages of the customer journey.
Cristian Barbosa, COO and Co-Founder of InsightPlay.ai, said: “Lisbon takes the concept further. Bruna is now part of the attendee journey before visitors even arrive at the venue, helping SBC engage prospects and support ticket sales before seamlessly transitioning into customer service during the event itself. That versatility is where enterprise AI agents become especially valuable.”
James Shanahan, Marketing Director at SBC, added: “We’ve already seen how effective Bruna can be in supporting attendees during our previous events. Expanding that role for SBC Summit 2026 allows us to support delegates both before and during the event, while exploring new ways AI can enhance the attendee experience.”
The partnership reflects SBC’s ongoing commitment to leveraging innovative technologies that enhance customer experience, improve operational efficiency, and create greater value for event participants.
