Ticketek Entertainment Group has announced a strategic partnership with Google Cloud, aiming to introduce artificial intelligence and advanced data solutions across the live entertainment sector. The collaboration targets improvements across event discovery, ticketing, and personalised engagement for millions of customers.
AI-driven experiences
Central to the partnership is the launch of Stella, an AI-powered fan assistant designed to help users discover and purchase tickets more efficiently. Stella leverages Google Cloud’s Vertex AI platform, adapting to user preferences and delivering real-time, personalised recommendations based on natural language queries such as artist names, venues, and genres.
Through conversational AI and sophisticated search functions, Stella is set to simplify the process of finding and selecting events. The assistant learns from ongoing interactions, aiming to connect fans with live experiences tailored to their specific interests.
Personalisation goals
A key area of focus in the partnership is the delivery of hyper-personalised fan journeys. By applying predictive insights, TEG aims to offer tailored event recommendations that reflect an individual’s tastes and previous engagements. This approach also supports discovery of new experiences by interpreting nuanced user preferences and behaviours.
The introduction of multilingual support and accessibility tools is also planned. These features seek to enhance the inclusivity of event experiences and reduce barriers to participation for diverse audience groups.
Operational enhancements
The partnership extends beyond customer-facing applications, with plans to integrate AI into event operations. This includes using analytics for crowd management and the deployment of real-time performance dashboards. Such tools are intended to support event promoters, venues, and partners in making data-driven decisions both in the lead up to events and on event days.
Operational intelligence is expected to improve event logistics, streamline ticketing processes, and enhance overall stewardship of live events.
Strategic alignment
TEG will combine its expertise in event organisation with Google Cloud’s technology infrastructure. Both companies have indicated a shared focus on data-driven growth, inclusivity, and ongoing innovation in live entertainment.
“We are delighted to be collaborating with Google Cloud on this strategic partnership, which truly represents a step-change for our industry. By combining TEG’s event ecosystem with Google Cloud’s AI innovation, we’re unlocking a future where every Fan experience, from discovery to event day, is more intelligent, more personal, and more seamless,” said Cameron Hoy, Chief Operating Officer and Head of Global Ticketing, TEG.
Sector outlook
Paul Migliorini, Vice President, Google Cloud Australia & New Zealand, said: “AI is driving the next wave of innovation in fan engagement. With Google Cloud, TEG is reimagining the fan experience, and Stella is a prime example of this. By making it simpler for fans to find the entertainment they want, TEG is taking the guesswork out of search and discovery to deliver a more seamless, tailored and connected experience.”
