InsightPlay.ai appointed official AI partner for SBC Summit 2026

InsightPlay.ai has been named the official AI solutions partner for the SBC Summit 2026. The collaboration will see the deployment of its proprietary AI agent, 'Bruna', to support attendees before and during the major industry event.

The partnership represents a significant expansion of the AI's responsibilities compared to previous events. In the weeks leading up to the summit, Bruna will function as an AI Sales Agent. In this capacity, it will engage with prospective attendees, provide answers to their questions, and assist them through the ticket purchasing process. This marks a new commercial dimension for the technology's deployment at SBC events.

Once the summit commences, Bruna's role will transition to that of an AI Customer Support and Event Concierge. The agent, which was specifically created for SBC, will be available around the clock to provide delegates with instant access to essential event information. Attendees can interact with Bruna via voice or WhatsApp to ask about the agenda, session times, speaker details, exhibitor lists, and stand locations.

Further support available through the digital concierge includes assistance with ticket access, information on networking opportunities and official parties, venue details, and answers to general logistical questions. The service is accessible via WhatsApp at +1 352 768 0805.

Expanded role follows previous deployments

The AI agent made its debut as an event concierge at the SBC Summit Rio and SBC Summit Americas. The agreement for the Lisbon event builds on these earlier deployments, moving Bruna's function beyond attendee support into direct commercial engagement and sales.

The collaboration between InsightPlay.ai, co-founded by COO Cristian Barbosa, and SBC, where James Shanahan is the Marketing Director, will be a central feature of the 2026 flagship event.

SBC Summit 2026 is scheduled to take place from 29 September to 1 October 2026. The event will be held at the FIL and MEO Arena in Lisbon, Portugal. Programme highlights include a Leadership in Sports Business keynote session featuring Michael Jordan, Sportradar CEO Carsten Koerl, and DraftKings CEO Jason Robins.