Under the partnership, InsightPlay.ai will deploy an AI-powered Event Concierge named Bruna, designed to provide real-time guidance and attendee support before and throughout the event.

Accessible via WhatsApp and Telegram, two of the most widely used messaging platforms in Brazil, Bruna will support SBC with practical, on-demand assistance during peak event moments without requiring attendees to download additional applications or navigate complex systems.

Available 24/7 in both English and Portuguese, Bruna acts as a digital helpdesk, answering questions related to agenda and session details, speaker information, exhibitor locations and stand numbers, ticket inclusions and access, party and networking event details, venue navigation, and general event logistics.

SBC Summit Rio will take place next week, March 3–5, at Riocentro, Latin America’s largest convention centre. The event will unite the Brazilian betting and gaming industry to explore what lies ahead for a market that opened its doors to regulation early last year and has since moved quickly through a period of rapid learning and momentum during its first phase of development.

“While our suite of Agentic AI solutions is primarily designed for player engagement, it has tremendous potential to enhance the conference experience for attendees as well,” said Cristian Barbosa, COO and Co-Founder of InsightPlay.ai. “Rio is the pilot of what we expect to be a transformational partnership across future SBC events.”

“AI agents are rapidly becoming a new interface layer between organisations and their audiences,” said Javier Troncoso, CEO of InsightPlay.ai. “Applying this technology to live events opens the door to more personalised, efficient, and accessible attendee experiences at scale.”

The partnership reflects SBC’s continued commitment to innovation and to leveraging emerging technologies that improve participant experience, operational efficiency, and event accessibility.

“We are constantly exploring new ways to enhance the attendee experience through innovation. We often talk about the impact AI can have during our conference panels, so it feels like the right time to start applying it to what we do as an event organiser too,” said Lucía Mouriño, VP Relationships - Latinoamérica for SBC. “By introducing an AI Concierge, we are giving attendees instant access to the information they need, when they need it, in a way that feels natural and familiar. We are also excited to explore further ways InsightPlay.ai can help us improve the experience for our delegates.”

By reducing pressure on on-site information desks and support teams while providing delegates with immediate access to essential event information, the AI Concierge represents a step forward in how large-scale industry events can integrate intelligent automation without sacrificing ease of use or a human-centric approach.

SBC Summit Rio will serve as the launch environment for the collaboration, with both organisations exploring broader applications of AI-driven attendee engagement across future events.

Attendees can access Bruna via:

WhatsApp: https://w.app/sbcsummit-rio-bruna
Telegram: https://t.me/bruna_sbc_bot

About InsightPlay.ai

InsightPlay.ai is an enterprise AI solutions company specialising in conversational and agentic AI systems that automate and personalise user interactions across voice and text channels, helping organisations improve engagement, support, and operational outcomes.

About SBC

SBC is a leading global events and media company focused on the betting and gaming industry, bringing together operators, affiliates, suppliers, and regulators through conferences, exhibitions, and industry media platforms.