SBC Summit launches AI Academy to turn Artificial Intelligence Into practical business results

Taking place on 29 September at Sala Tejo, MEO Arena, the AI Academy forms part of SBC Summit’s premium Education+ programme and will provide delegates with direct access to AI experts, technology innovators, and cybersecurity specialists through a full day of demonstrations, workshops, and interactive discussions.

Rather than focusing on abstract concepts, the academy is built around practical implementation. Attendees will explore how AI is already transforming data analysis, customer interaction, automation, and security, while gaining a deeper understanding of its limitations and potential risks.

“The organisations seeing the greatest success with AI are the ones applying it strategically, not simply adopting it for the sake of it,” said Rasmus Sojmark, Founder and CEO of SBC. “The AI Academy is designed to give delegates real-world experience with the technology so they can leave with actionable knowledge and solutions they can immediately implement.”

The programme will begin with a session led by Sportradar CTO Behshad Behzadi, examining how AI is enhancing sports data and player analysis while highlighting where human expertise remains essential. Delegates will also gain insight into the rapidly evolving world of AI agents through a live showcase led by Javier Troncoso of Insightplay.ai and Jeffrey Haas of ID8 Global Gaming Business Accelerator.

Other sessions will explore emerging technologies including AI-powered wearables, robotics, and human augmentation, while cybersecurity leaders from SQR, Entain, Betsson, and AI Collective will examine the growing threat posed by deepfakes, voice cloning, and AI-enabled fraud.

One of the academy’s highlights will be the hands-on workshop “Build Your Own AI Assistant”, where participants will create and customise a functional AI tool tailored to business needs such as marketing, CRM, or analytics. Led by FalconDive Founder and CEO Mayank Pachauri, the session will provide attendees with a practical solution they can take back to their organisation.

AI will also be a major theme throughout SBC Summit’s wider conference programme, featuring across dedicated tracks covering payments, technology, innovation, marketing, responsible gambling, and business automation. Delegates will additionally have opportunities to connect with AI solution providers through Smart Connect networking and a dedicated AI-focused show floor tour.

Taking place from 29 September to 1 October 2026 in Lisbon, SBC Summit is expected to welcome 40,000 industry professionals, bringing together global stakeholders for three days of networking, exhibitions, and educational content focused on the future of gaming and betting technology.

Access to the AI Academy is available exclusively with an Education+ Pass.

Available as a €249 add-on to all SBC Summit and Affiliate Leaders Summit ticket types, the Education+ Pass provides access to one Academy or Masterclass of your choice, including the AI, Marketing & CRM, Web 3, and Player Experience academies, as well as the Sportsbook Trading, Responsible Gaming Marketing and Electronic Gaming Masterclasses.

To upgrade, email [email protected] with your current ticket type to receive your dedicated payment link.