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The upcoming SBC Summit will feature an exclusive AI Academy on 29 September 2026, designed to provide hands-on training for industry professionals looking to harness the power of artificial intelligence. As part of the premium Education+ program, this academy will cover AI agents, deepfake threats, and human-AI collaboration, offering practical applications rather than just theoretical discussions.
The event will include live demonstrations, case studies, ask-me-anything sessions, and hands-on workshops. These sessions will address a range of topics, from leveraging AI for data analysis to protecting against AI-driven fraud.
“The biggest mistake businesses can make with AI is treating it like a shortcut,” said Rasmus Sojmark, Founder and CEO of SBC. “The organizations getting the most from it are the ones that understand its strengths, recognize 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 begin with a live demonstration titled ‘Data and AI: Limits and Lessons,’ led by Behshad Behzadi, Chief Technology Officer at Sportradar. Behzadi will discuss how AI is being used to analyze player behavior and enrich sports data, while also highlighting its current limitations.
The session ‘When Agents Speak for You & The Future of Interaction’ will explore the evolution of AI agents. Javier Troncoso, CEO & Co-Founder of Insightplay.ai, and Jeffrey Haas, Managing Director of ID8 Global Gaming Business Accelerator, will demonstrate voice agents and discuss their potential to transform customer interaction and decision-making.
Attendees will also learn about the intersection of AI with physical technology during the session ‘AI Wearables, Robotics & Human Augmentation.’ John Caldwell, Co-Founder of i3Soft, will showcase how smart glasses, neurotechnology, exoskeletons, and biometric wearables are changing consumer interactions with digital entertainment.
Trust and security will be central to the case study ‘Trust Test: Deepfakes, AI Fraud and the New Era of Impersonation.’ Industry leaders including 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 the risks posed by AI-generated identities, voice cloning, and deepfakes, and how businesses can protect themselves.
The day will conclude with the interactive workshop ‘Build Your Own AI Assistant,’ led by Mayank Pachauri, Founder & CEO of FalconDive. Participants will create a customized AI assistant tailored to their specific needs, such as marketing, CRM, or analytics, and leave with a tool ready for immediate use.
Access to the AI Academy is available exclusively with an Education+ Pass, priced at €249 as an add-on to all SBC Summit and Affiliate Leaders Summit ticket types. The full event will take place from 29 September to 1 October 2026 at the Feira Internacional de Lisboa & MEO Arena, attracting over 40,000 industry professionals.
