In 2026, Artificial Intelligence (AI) is no longer a future technology. It’s already a part of everyday business.
From customer support and compliance to product design and marketing, AI has become one of the most widely adopted technologies in global business. In fact, in 2025, it was reported that at least 78% of organisations are already using AI in at least one business function.
But as the technology sees rising popularity and adoption, the conversation is shifting. The question is no longer if AI should be used, but how it can be used effectively.
- Where does AI create the most value?
- Which tools genuinely improve performance?
- How can companies move beyond experimentation and start delivering actual results?
These are the questions shaping AI adoption across the gaming industry, and they are the questions SBC Summit 2026 and the Affiliate Leaders Summit aim to answer.
From dedicated AI panels to wider industry discussions, attendees will learn where AI is creating opportunities, what challenges remain and how businesses are successfully implementing it today.
The AI Sessions Taking Centre Stage
One of the biggest advantages of AI technology is its adaptability.
Rather than serving a single purpose, it has the potential to strengthen almost every area of a business, from customer service to content creation. And the numbers back it up, with 71% of companies deploying AI across multiple departments.
With companies increasingly relying on the technology across the board, it’s no longer enough to understand what AI can do, but how it can be actively integrated into specific functions and departments.
That’s exactly why SBC Summit and the Affiliate Leaders Summit will feature a range of sessions dedicated to AI. Whether you’re exploring AI-generated content, agentic systems or business automation, the sessions are designed to help attendees identify practical applications that can be implemented within their own organisations.
AI-focused panels include:
- AI Agents in Action: Autonomous Systems Transforming Modern Workflows (SBC Summit)
- Lottery’s Digital Shift: AI and Product Innovation for Modern Play (SBC Summit)
- From Automation to Invisible Finance: The Agentic AI Shift (SBC Summit)
- From Generative AI to Agentic Systems (SBC Summit)
- AI Traffic Quality, Fraud Detection, or Compliance Automation (Affiliate Leaders Summit)
AI Across the Wider Agenda
AI’s influence at SBC Summit and the Affiliate Leaders Summit extends far beyond dedicated discussions.
Across product, marketing, affiliation, compliance and player protection tracks, sessions will explore how AI can be used alongside other technologies and strategies to provide results for companies and departments.
Turning AI Into Better Products and Player Experiences
Every operator wants to deliver more relevant and engaging experiences. The challenge is doing so at scale.
While 41% of companies say AI is helping them create a competitive edge in customer experience, fewer than 25% have successfully implemented it across multiple functions.
SBC Summit is here to address that gap.
Across the agenda, attendees can explore how AI is supporting wider conversations around product innovation, personalisation, customer engagement and the future of player experiences.
Discussions will offer guidance on using AI alongside live data, behavioural insights, game design and omnichannel experiences, helping attendees understand where AI fits into the broader evolution of the player journey.
SBC Summit panels include:
- Sportstech Intelligence: How Live Data Shapes Smarter Odds (SBC Summit)
- Connecting the Game Through Next Generation Tech Partnerships (SBC Summit)
- The Art & Science of Game Design: UX, Data & Player Psychology (SBC Summit)
- Cross-Platform Consistency: Designing Seamless Mobile, Web & App Experiences (SBC Summit)
- Gamification, Gen Z and the Rise of Social Play (SBC Summit)
- Lottery’s Digital Shift: AI and Product Innovation for Modern Play (SBC Summit)
Marketing, Affiliation and AI
Few areas have been impacted by AI as quickly as marketing.
AI content can be created in seconds, campaigns can be optimised automatically, and data can be collected and analysed quicker than ever before.
But with 51% of marketers already using AI, how can today’s marketing teams and affiliates truly gain a competitive edge with the technology?
At SBC Summit, marketing and affiliate professionals will learn how AI is helping businesses better understand audiences, personalise customer journeys, optimise campaigns and create more effective content strategies.
At the same time, sessions will break down how the technology is addressing the wider acquisition challenges, from changing data privacy rules and the decline of third-party cookies to the growing influence of creators.
While AI may not be the central focus of every discussion, its value and application will be present throughout, helping attendees understand how AI technology, strategy and human creativity can work together to drive stronger results.
SBC Summit panels include:
- Designing Campaigns the Data Can Read (SBC Summit)
- AdTech Intelligence: Helping Operators Do More With Less (SBC Summit)
- Influencer Tech: Platforms and Tools Powering Creator Partnerships (SBC Summit)
- Future Shock: The Predictions Affiliates Don’t Want to Hear (Affiliate Leaders Summit)
The Growing Role of AI in Compliance and Player Protection
As financial crime, fraud, and regulatory pressures continue to evolve, operators face growing demands to protect players while maintaining a seamless customer experience.
For compliance and player protection teams, the challenge is no longer simply identifying risk. It’s doing so quickly and accurately, without adding additional friction for customers.
AI is quickly becoming the answer.
The sessions below explore how AI is helping businesses meet that challenge, examining its role in areas such as KYC, integrity monitoring, fraud detection, and player protection.
Attendees will leave knowing how AI can strengthen compliance frameworks while supporting a safer and more efficient player journey.
SBC Summit panels include:
- RegTech: Is “Invisible KYC” Actually Achievable or Just Another Industry Fantasy? (SBC Summit)
- Modern Manipulation: Are Today’s Integrity Tools Built for Yesterday’s Threats? (SBC Summit)
Academies: Putting Theory into Practise
Both the SBC Summit and Affiliate Leaders Summit conference agendas explore the strategic implications of AI.
The Academies are designed to help attendees get hands-on with the technology.
Built around practical workshops, masterclasses, Q&As and interactive sessions, the Academies give attendees the opportunity to develop skills they can apply directly to their businesses. Participants can engage with experts, explore real-world use cases and even create tools and solutions they can take straight back to the office.
SBC Summit Tech Academy: AI Academy
Taking place on Tuesday, 29 September, SBC Summit’s AI Academy offers a broad view of the AI landscape, examining how the technology is reshaping human interaction, workplace productivity, security and business operations.
Attendees will experience live demonstrations of wearable AI and robotics, explore the capabilities and limitations of AI agents, examine how deepfakes and AI-powered impersonation are creating new security risks, and even build their own AI assistant to take back to the office.
For anyone looking to move beyond discussion and develop practical AI skills, the Academy provides one of the most interactive learning opportunities available during the event.
Academy sessions:
- Live Demos: AI Wearables, Robotics & Human Augmentation
- When Agents Speak for You & The Future of Interaction
- Trust Test: Deepfakes, AI Fraud and the New Era of Impersonation
- Build Your Own AI Assistant
Attendance at SBC Summit’s AI Academy is available through the Education+ upgrade pass. Priced at €249, you’ll gain access to four Tech academies covering AI, marketing, gamification and Web3, as well as a series of master classes exploring trading and gaming.
Affiliate Leaders Summits: Affiliate Leaders Academy
Taking place across all three days of the Affiliate Leaders Summit (29 September to 1 October), the Affiliate Leaders Academy provides affiliates with the practical skills to navigate the evolving affiliate landscape, from SEO and performance to AI and short-form content creation.
While AI is not the sole focus of the Academy, it features prominently throughout the programme, including a dedicated AI-Driven Personalisation & Automation stream on Wednesday, 30 September.
Affiliates will walk away knowing how to adapt to AI-driven search, optimise content for generative engines, scale content production more efficiently and use personalisation to improve engagement and revenue.
AI panels across the Affiliate Leaders Academy:
SEO, Paid Media & Efficiency (Tuesday, 29th September):
- SEO, AI and the Future of Affiliate Growth: With a Leading Affiliate (ask me anything session)
- The State of iGaming SEO in 2026: What’s Held up, What’s Collapsed, and What’s Next (panel)
Ai Driven Personalisation & Automation (Wednesday, 30th September):
- Why the Affiliate Model is Under Threat Right Now (keynote)
- Generative Engine Optimisation Masterclass: Here’s What Wins Next (masterclass)
- Dynamic Content at Scale: Build More, Spend Less (fireside chat)
- Personalisation Engines: Turning Player Data Into Revenue (case study)
- Trust, Safety & Responsibility: AI that Protects your Players and your Licence (panel)
Access to the Affiliate Leaders Academy is only available to those with an Affiliate Leaders Summit VIP Pass.
Final Thoughts
In just a short amount of time, AI has moved from a trending technology to a fundamental component of almost every department’s strategy.
As AI technology becomes a part of everyday life, SBC Summit attendees won’t just learn about AI in dedicated sessions, but understand its role across product design, marketing, player protection, compliance and more.
For attendees, it’s not just an opportunity to better understand the world of AI, but to know how to apply it, where to apply it and what effective implementation looks like.
Attendees wishing to access SBC Summit’s conference agenda will require a Conference, Business or VIP pass.
Access to the Affiliate Leaders Stage and the Affiliate Leaders Academy is exclusively available to holders of an Affiliate Leaders Summit VIP Pass.
Access to the AI Academy is available with an Education+ Upgrade Pass. To purchase an Education+ Pass, please email [email protected] to request a payment link.
