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SBC Names InsightPlay.ai as Official AI Solutions Partner for SBC Summit 2026: A Deep Dive into Bruna, the Dual-Role AI Agent

By jili tutorial · September 8, 2026

SBC Names InsightPlay.ai as Official AI Solutions Partner for SBC Summit 2026: A Deep Dive into Bruna, the Dual-Role AI Agent

Overview: A New Era of Event Support with Conversational AI

SBC has officially named InsightPlay.ai as its AI solutions partner for SBC Summit 2026, solidifying a collaboration that began at earlier events. The partnership centers on Bruna, an AI agent accessible via voice and WhatsApp, designed to serve as a 24/7 digital concierge for delegates. What sets this deployment apart is Bruna’s ability to operate across the entire attendee journey—from pre-event sales and engagement to on-site real-time assistance. This marks a significant step in how large-scale industry events can leverage conversational AI not just for customer support, but for acquisition, conversion, and lifecycle management.

SBC Summit 2026 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 community for three packed days of business, networking, content, and innovation.

Background: Building on Success in Rio and the Americas

Before Lisbon, Bruna debuted as an AI event concierge at SBC Summit Rio and SBC Summit Americas. In those iterations, the AI agent provided delegates with real-time assistance during the events—answering questions about sessions, exhibitors, and logistics. The positive reception and proven utility convinced SBC and InsightPlay.ai to expand Bruna’s role.

Now, in Lisbon, Bruna will be embedded in the pre-event attendee journey, handling ticket inquiries, guiding prospects through purchase decisions, and then seamlessly switching to a customer-support mode once the doors open. This evolution demonstrates how the same conversational AI infrastructure can power multiple business functions without requiring separate systems or retraining.

Bruna’s Dual Role: From Sales Agent to Event Concierge

Pre-Event: AI Sales Agent

In the weeks before SBC Summit 2026, Bruna operates as an AI sales agent. She engages prospective attendees through WhatsApp and voice calls, answering questions about:

By guiding interested delegates through the purchasing process, Bruna helps SBC convert leads into confirmed attendees. This is a critical function: event organizers often struggle to scale personalized pre-event communication. Bruna handles high volumes of simultaneous conversations, responding naturally and in real time, mimicking human sales interactions without the overhead.

On-Site: AI Customer Support and Event Concierge

Once the summit begins, Bruna’s role shifts to customer support and event concierge. Available 24/7, she helps delegates with:

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

Why This Matters: The Value of Versatile AI Agents

Most conversational AI deployments in events focus on either pre-event marketing or on-site support, rarely both. By designing Bruna to handle both phases natively, InsightPlay.ai demonstrates a key principle: enterprise AI agents become especially valuable when they can adapt to different objectives without reconfiguration.

For event organizers, this means:

Technical Capabilities: Voice and WhatsApp

Bruna is built on InsightPlay.ai’s conversational AI platform, supporting both voice (phone calls) and text (WhatsApp). This multi-channel approach ensures delegates can interact using their preferred method. The AI manages natural, real-time dialogues, understands context, and can handle complex follow-up questions—not just simple FAQs. It is designed to handle high volumes of simultaneous conversations, making it suitable for events with tens of thousands of attendees.

SBC Summit 2026 Highlights: More Than Just AI

While Bruna is a centerpiece, the 2026 summit offers several marquee attractions:

The event continues SBC’s tradition of blending cutting-edge technology with high-level industry content.

Quotes from the Partners

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

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.

James Shanahan, Marketing Director at SBC:

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.

Practical Information for Attendees

If you have already been contacted by Bruna, you’ve experienced firsthand how a voice AI agent can support the event journey. And if you 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. You can reach her on WhatsApp at: +1 352 768 0805 (US number – note: +13527680805 in the original press release).

Implications for the Industry: AI Beyond Demos

For InsightPlay.ai, the partnership offers a live showcase of its enterprise-grade AI agent technology at one of the industry’s largest global gatherings. Instead of 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.

This real-world deployment is a powerful proof point for other event organizers and enterprises considering AI agents. It shows that AI can move beyond chatbots into sophisticated, multi-stage support that enhances customer experience while increasing operational efficiency at scale.

Conclusion: A Natural Next Step in Event Tech

SBC’s decision to deepen its partnership with InsightPlay.ai reflects a continued focus on exploring technology that improves customer experience and operational efficiency. By integrating AI into both commercial activity and on-site attendee support, the collaboration sets a new standard for what event technology can achieve.

Bruna’s journey from Rio to Lisbon illustrates a broader trend: AI agents are becoming integral to the entire event lifecycle, not just a single touchpoint. For attendees, this means faster, more natural support. For organizers, it means lower cost and higher engagement. For the industry, it signals the beginning of a more intelligent, responsive event experience.