🎙️ Upside Video Chat with Steven Lund, Head of Sales, Cerbrec, Leading AI Agent Development Platform.

Today we have the honor of interviewing Steven Lund, the head of sales at Cerbrec, a leading AI agent development platform.

Cerbrec is an AI agent development platform designed to make powerful, enterprise-grade AI accessible to everyone—from high school students to professional sports teams—without requiring coding skills. The platform, developed over three years, enables users to build customizable AI agents for tasks like player evaluation, NIL value analysis, roster optimization, draft tracking, sponsorship management, and more. With a strong focus on personalization and data privacy, Cerbrec integrates proprietary tools (like its Graph Book platform) with cloud and on-premise deployments, allowing teams to use their own private data securely.

Picture: Cerbrec’s dashboard

The company is also one of 20 selected for AWS’s generative AI program, and is rapidly expanding into college and professional sports, offering flexible, responsive, and highly tailored solutions to meet the unique needs of each team.

You can watch the video interview below by clicking on the Youtube link. You can also listen to the audio interview by clicking on the link at the top of the page:

📝Show Notes: Through this interview, we touched on his background, his company and product, the benefits of the AI agent platform and approach to sports organizations and teams. We also talked about his competitive advantage, business model, and his plans for the next 12 months.

You can read the full transcript of the podcast interview with Steve located at the top of this blog post.

Of note, Steven will also be presenting at our VIP dinner at the NBA Summer league on July 15 at the Wynn hotel.

Here are the quotes from the interview with Steven:

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1. Your Background

“I’ve got about three decades of experience in high tech. I’ve worked for some of the biggest names in the industry—Apple Computer, Cisco, Hewlett-Packard—where I led and scaled teams focused on cutting-edge innovation. Over the last 15 years, I’ve shifted my focus almost exclusively to artificial intelligence, machine learning, and more recently, generative AI and intelligent agents. I’ve founded and successfully exited five companies across different industries. Currently, I’m building Cerbrec, which we started about three to four years ago, with a vision to democratize AI and apply it across verticals, including financial services, biotech, manufacturing, and now, sports.”

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2. Your Company and Product

“Cerbrec is an AI agent development platform that’s been in the works for over three years. From day one, our vision has been to make AI accessible to everyone—not just developers or engineers. So we built CRE, our proprietary end-to-end platform, to allow even high school students to create and deploy their own AI agents. It supports deployment both in the cloud and on-premise, which is critical for data-sensitive industries like sports. We’re also one of only 20 companies selected for AWS’s elite generative AI partner program, which gives us access to the latest in infrastructure and security. What really makes us different is the ability to build highly personalized agents that are tailored to each customer’s private data, workflows, and business needs.”

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3. The Main Use Cases Your Solution Addresses

“Our use cases in sports are growing rapidly, but they generally fall into a few core buckets. First, we have what we call player agents—these are used for things like contract evaluation, NIL valuation, and performance analysis. Then there are development agents, which help coaches and staff create personalized training and development programs. We also work with brands on sponsorship agents that manage inventory and partnership data. For an MLB team, we built a draft optimization agent that tracks players, alerts staff when key prospects enter the draft, and even evaluates potential picks across pro and college levels. We’re also building event agents, which can create personalized fan experiences for attending games—booking travel, hotels, restaurants, and more. The beauty is, these agents can be mixed and matched to address whatever operational or performance need a team may have.”

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4. Benefits for Teams and Athletes to Use Your AI Solution

“The biggest benefit for teams and athletes is flexibility and scale without complexity. With traditional apps, you’re often stuck with rigid functionality, but our agents evolve as your needs evolve. They never go out of date—they update automatically as your data updates. We’ve designed our system to accept any kind of data format, from spreadsheets to video, and we use that to generate deeper insights, predictions, and performance trends. It’s also fully customizable—teams can have their own look, feel, templates, and queries. Most importantly, you don’t need to write a single line of code. Coaches, analysts, or even athletes themselves can talk to the agent in plain language and get intelligent, actionable responses on anything from player load management to contract ROI.”

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5. Your Competitive Advantage

“What sets us apart is not just our technology—it’s the simplicity and customization we offer. There are a lot of platforms that say they’re low-code or no-code, but the reality is, many of them still require technical people to implement and maintain. We’ve built Reck so that even someone with zero engineering background can use it, customize it, and extract real value from it. We also do deep-dive workshops with teams to understand their exact problems—whether it’s operational inefficiencies, roster issues, or player health—and we build solutions that solve those problems specifically. On top of that, we’re developing dashboards that allow different users—coaches, front office, medical staff—to fine-tune what they see, how they weigh different factors, and how they generate reports. That level of user control is rare in this space.”

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6. What Teams and Customers Like the Most

“One of the things we hear over and over again is how fast and responsive we are. A team will reach out in the morning asking for a new feature or tweak, and by that afternoon, we’ve already delivered it. They love the level of personal attention and customization we provide. No two agents are the same because no two teams are the same. Our clients also appreciate how easy it is to integrate their own data and workflows into our platform. Whether it’s Excel sheets, scouting videos, or internal databases, we make it seamless. And because we’re still relatively small, we treat every client like a top priority—we act more like an embedded tech partner than a vendor.”

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7. Your Business Model

“Our business model is built on flexibility and long-term partnership. We license our Graph Book platform on an annual per-user basis, and then layer on custom development and support based on the specific agents a team wants. For example, if a team wants a Roster Optimization Agent, we’ll charge a development fee for that, bundle it into a managed service agreement (MSA), and provide daily support and updates for a 12-month term. That support isn’t static—we’re constantly iterating, improving, and responding to client requests throughout the year. We also support both cloud-based and on-prem deployments, depending on the client’s security needs.”

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8. Your Plans for the Next 12 Months

“The next 12 months are all about growth, focus, and expansion. We’re actively raising capital to scale our operations, double down on sports, and continue to enhance the platform. Sports—especially college and pro teams—are still relatively underserved when it comes to sophisticated AI. So we see a big opportunity to bring enterprise-grade tech into this space. We’re currently working with teams in college football, MLB, and have projects in development with NBA franchises. We're also exploring opportunities in European soccer. Our product roadmap includes new agent types, more intelligent dashboards, and expansion into new geographies. We’re committed to building a platform that becomes the AI backbone for sports organizations across disciplines.”

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