AI in the Pews: Gloo's Push into Faith Media Stirs Hope and Debate

BOULDER, Colo. – February 11, 2026 – A major technology firm is set to take center stage at one of the world's largest gatherings of Christian communicators, signaling a profound shift in how faith is shared and experienced in the digital age. Gloo, a recently public AI-powered technology platform, has been named the Diamond Sponsor for the NRB 2026 International Christian Media Convention, placing the intersection of artificial intelligence and spirituality at the heart of the industry's most significant event.

The convention, scheduled for February 17-20 in Nashville, Tennessee, is expected to draw nearly 6,000 media professionals from around the globe. Gloo's prominent sponsorship reflects its stated mission to equip Christian media with AI tools to expand their reach. However, this high-profile push is also intensifying a broader conversation about the opportunities and ethical quandaries of integrating algorithms into the sacred spaces of ministry and personal faith.

“Christian broadcasters are uniquely positioned to help people flourish and communities thrive, and trusted AI can help unlock the collective might needed to meet this moment,” said Scott Beck, co-founder and CEO of Gloo, in a statement announcing the sponsorship. The company's vision is to shape technology as a force for good, but its growing influence is prompting church leaders, ethicists, and congregants to ask what that looks like in practice.

The Rise of the AI Co-Pastor

Beyond theoretical discussions, AI is already becoming a practical, if sometimes unseen, assistant in pulpits and church offices across the country. A 2025 survey from the Barna Group, a research firm specializing in faith and culture, found that 91% of church leaders welcome the use of AI in ministry, with 61% already using such tools daily or weekly. The appeal lies in efficiency and scale.

Gloo's platform offers a suite of tools designed to reduce administrative burdens on often-overwhelmed ministry staff. Pastors are using its AI to act as a 24/7 research assistant for sermon preparation, summarizing commentaries and exploring theological topics. The platform can also transform a single sermon transcript into a week's worth of content, such as five-day devotionals or social media posts, dramatically increasing a church's digital output.

Furthering this integration, Gloo's January 2025 acquisition of Faith Assistant (formerly Bible Chat) allows ministries to create custom AI chatbots. Trained on an organization's specific content—sermons, articles, and doctrinal statements—these bots can engage with online visitors, answer faith questions, and recommend resources. For many churches, these tools are not replacing pastoral care but are augmenting it, handling initial outreach and content creation to free up human leaders for more personal, relational work.

Navigating Trust in a 'Values-Aligned' Algorithm

As AI's role expands from administrative tasks to spiritual engagement, it enters more complex territory. The central promise of platforms like Gloo is the delivery of "values-aligned AI," but this concept is forcing a deeper theological and ethical reckoning within the faith community. A primary concern among theologians revolves around the Christian concept of Imago Dei—the belief that humans are made in the image of God. Critics question whether an algorithm, which lacks consciousness, empathy, or a soul, can participate in a process as deeply human as spiritual formation without diminishing it.

Concerns about "spiritual bypassing," where users might turn to an AI for easy answers rather than engaging in the difficult work of personal growth, are common. Furthermore, the data-centric nature of these platforms raises significant privacy questions. Gloo's platform functions by collecting and analyzing vast amounts of congregant data to provide algorithmic insights, a practice that, while intended to help churches "know their people on a deeper level," also brings concerns about how that sensitive spiritual information is used and protected.

These very questions will be a focal point at the NRB convention. The Barna Group, in partnership with Gloo, is set to unveil new research exploring Americans' trust in AI as a source of spiritual guidance, its influence on spiritual practices, and whether people view it as having any form of authority. The findings are expected to provide the first comprehensive look at how a technology once confined to science fiction is now shaping the contours of modern belief.

A Strategic Play for the Faith-Tech Market

Gloo's high-profile sponsorship is more than a mission statement; it is a calculated business strategy to solidify its dominance in the burgeoning faith-tech sector. The global church management software market alone was valued at over $258 million in 2023 and is projected to exceed $414 million by 2032, with North America leading adoption.

Having gone public in late 2025 and secured a $110 million strategic investment from "mission-aligned" investors in 2024, the Boulder-based firm is positioning itself as the central technology provider for the entire "faith and flourishing ecosystem." This ecosystem includes over 140,000 faith, ministry, and nonprofit leaders already using its platform.

The sponsorship of NRB 2026 provides an unparalleled platform to outshine a crowded field of competitors. While companies like Ministry Brands, Blackbaud, and Faithlife have long offered church management and digital tools, Gloo's aggressive focus on an integrated AI platform sets it apart. The convention gives the company direct access to thousands of potential clients—the broadcasters, producers, and content creators who shape the Christian media landscape.

Shaping the Future of Christian Communication

At the NRB convention, Gloo's influence will be unmistakable. The company's executives, including CEO Scott Beck and Gloo AI President Steele Billings, are scheduled for a series of main stage talks on AI, trust-building, and growth. In addition to the main stage, the firm will host a dedicated "Innovation Stage" featuring 45-minute deep dives into emerging technology trends, with sessions led by its own leaders and partners from companies like Masterworks and Servant.

This extensive programming ensures that Gloo will not just be present at the convention but will actively drive its central conversation. The event is being framed as a defining moment for Christian media, a chance for leaders to grapple with technological disruption and chart a course for the future.

As thousands of communicators descend on Nashville, they will be met with a vision of a technologically supercharged ministry, one capable of unprecedented scale and personalization. The pressing question they will face is how to embrace these powerful new tools while safeguarding the authenticity, human connection, and sacred trust that have always been the bedrock of faith.