The SBC Summit will introduce its AI Academy, which focuses on practical applications of artificial intelligence, from identifying deepfake fraud to constructing personalized AI assistants. This initiative is part of the event’s premium Education+ program, which aims to connect delegates with technology specialists and cybersecurity experts. Attendees will gain insight into where AI can deliver real business benefits, identify potential risks, and leave equipped with an AI assistant ready for immediate use in their organizations.
Scheduled for Tuesday, September 29, at the MEO Arena's Sala Tejo in Lisbon, the AI Academy is designed for those eager to move beyond theoretical discussions and apply AI technology in their professional environments. The program includes live demonstrations, interactive sessions, case studies, and practical workshops, covering topics like data enhancement and safeguarding against AI-facilitated fraud.
SBC Founder and CEO Rasmus Sojmark emphasized the importance of understanding AI beyond its allure. He stated, "The biggest mistake businesses can make with AI is treating it like a shortcut. The organizations getting the most from it are the ones that understand its strengths, recognize its limitations, and know where human expertise still matters." He added that the academy offers hands-on experiences, allowing delegates to experiment and acquire applicable skills.
The academy will kick off with the demonstration titled "Data and AI: Limits and Lessons," featuring Behshad Behzadi, Chief Technology Officer at Sportradar. He will showcase how AI analyzes player behavior and enriches sports data, discussing the practical value and limitations of the technology.
The focus will shift to AI agents during the session, "When Agents Speak for You & The Future of Interaction." Here, Javier Troncoso, CEO & Co-Founder of Insightplay.ai, and Jeffrey Haas, Managing Director of ID8 Global Gaming Business Accelerator, will exhibit voice agents in action, revealing how AI is evolving from basic digital assistants to more autonomous representatives that may influence customer interactions and decision-making.
The session titled "AI Wearables, Robotics & Human Augmentation" will incorporate physical demonstrations featuring smart glasses, neurotechnology, exoskeletons, and biometric wearables. Expert John Caldwell, Co-Founder of i3Soft, will elucidate how AI's evolution into physical products can transform consumer interactions with digital entertainment.
A critical examination of trust will occur in the case study "Trust Test: Deepfakes, AI Fraud and the New Era of Impersonation." Here, 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 discuss how AI-generated identities and deepfakes are being misused to exploit trust. They will also offer strategies for businesses to mitigate these new threats.
Participants will apply their knowledge during the interactive workshop "Build Your Own AI Assistant," aimed at developing a customized AI assistant for marketing, CRM, or analytics purposes. Guided by Mayank Pachauri, Founder & CEO of FalconDive, attendees will work through defining workflows and enhancing usability, resulting in an AI assistant they can implement right after the event.
AI will also play a prominent role across the broader SBC Summit agenda, with dedicated sessions examining its effects on game design, marketing, and business automation. Attendees can also engage with AI technology suppliers through the Smart Connect networking program or join the AI in Gaming Show Floor Tour.
Taking place from September 29 to October 1, the SBC Summit will feature high-profile speakers such as Michael Jordan, DraftKings Co-Founder and CEO Jason Robins, and Sportradar Founder and CEO Carsten Koerl. The event is expected to draw around 40,000 industry professionals to the Feira Internacional de Lisboa and MEO Arena for three days of networking, exhibition, and educational opportunities.
