From spotting deepfake fraud to building your own AI assistant, SBC Summit’s new AI Academy will take delegates beyond the theory of artificial intelligence and into hands-on, practical application.
Part of the event’s premium Education+ programme, the AI Academy brings together technology specialists, cybersecurity experts, and AI leaders to help delegates understand where AI creates genuine business value, recognise the threats it poses, and leave with an AI assistant they can put to work in their own organisation.
Taking place on Tuesday, 29 September at Sala Tejo, MEO Arena, it’s designed for anyone who wants to move past AI headlines and start applying the technology directly to their role. Across the academy, delegates will take part in live demonstrations, ask-me-anything sessions, case studies, and hands-on workshops, spanning everything from enhancing data analysis to defending against AI-driven fraud.
Rasmus Sojmark, Founder and CEO of SBC, said: “The biggest mistake businesses can make with AI is treating it like a shortcut. The organisations getting the most from it are the ones that understand its strengths, recognise its limitations, and know where human expertise still matters.
“That’s the thinking behind this academy. Rather than simply talking about AI’s potential, we’re giving delegates the opportunity to test it, question it, experiment with it, and leave with skills they can immediately put into practice.”
The academy will open with the live demonstration ‘Data and AI: Limits and Lessons.’ Behshad Behzadi, Chief Technology Officer at Sportradar, will show how AI is being used to analyse player behaviour and enrich sports data, while being upfront about where the technology adds real value and where it still comes up short.
Attention will then turn to AI agents during the session ‘When Agents Speak for You & The Future of Interaction.’ Through a live showcase, Javier Troncoso, CEO & Co-Founder of Insightplay.ai, and Jeffrey Haas, Managing Director of ID8 Global Gaming Business Accelerator, will demonstrate and analyse voice agents in action, exploring how AI is evolving from digital assistants into autonomous representatives, and what that could mean for the future of customer interaction and decision-making.
The conversation will then move into the physical world with the session ‘AI Wearables, Robotics & Human Augmentation’. Through demonstrations of smart glasses, neurotechnology, exoskeletons, and biometric wearables, expert John Caldwell (Co-Founder, i3Soft) will show businesses how AI’s transition into the physical world could reshape the way consumers interact with digital entertainment and AI-powered products.
Trust takes centre stage in the case study ‘Trust Test: Deepfakes, AI Fraud and the New Era of Impersonation.’ In this case study, Shelley Langan–Newton (Co-Founder & CEO, SQR), Lluis Mora (Chief Security Officer, Entain), Donald Tabone (Chief Information Security Officer, Betsson), and Roberta Nicholls (Head of Chapter, AI Collective) will demonstrate how AI-generated identities, voice cloning, and deepfakes are being used to exploit trust, and how businesses can protect themselves against these emerging threats.
Delegates will then put everything into practice during the interactive workshop “Build Your Own AI Assistant,” creating a practical AI assistant tailored to marketing, CRM, or analytics. Led by Mayank Pachauri (Founder & CEO, FalconDive), the workshop will guide attendees through defining workflows, refining outputs, and improving usability, leaving them with an AI assistant that can be implemented within their own business immediately after the event.
AI will also feature prominently across SBC Summit’s wider conference agenda, with dedicated sessions on the Payment Expert Summit and Technology & Innovation stages exploring its impact on game design, marketing, responsible gambling, and business automation.
Beyond the conference, operators can connect directly with AI technology suppliers through Smart Connect, SBC Summit’s pre-arranged networking programme, or join the AI in Gaming Show Floor Tour, an SBC team-guided experience showcasing the event’s leading AI exhibitors and solutions.
Taking place from 29 September to 1 October 2026, SBC Summit will welcome 40,000 industry professionals to the Feira Internacional de Lisboa & MEO Arena for three days of networking, exhibition, and education.
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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.
To view the full range of SBC Summit ticket types, click here.
Source: SBC News
