Last week, SeatGeek launched in ChatGPT, becoming one of several ticketing platforms bringing both primary and resale inventory into conversational AI experiences. It follows StubHub's ChatGPT integration in December, alongside earlier moves from Vivid Seats and Gametime, and Ticketmaster’s ongoing work with Google on agentic search. SeatGeek has also expanded into Spotify and Google’s AI Mode over the past few months.
Taken together, it’s clear that ticketing platforms are actively exploring how to show up within AI-driven environments. That makes sense given where consumer behavior is heading; Activate Consulting estimates that 72 million Americans will use generative AI platforms as a primary search tool by 2029. Industry leaders have echoed this shift, emphasizing the importance of meeting fans wherever discovery is happening.
Having worked across a range of ticketing partners, as well as more recently in the AI space, I find this moment particularly interesting. It feels like we’re still early in understanding how AI will reshape both discovery and the broader fan experience, and I’m curious to see where this ultimately leads.
One emerging use case that stands out is comparison shopping. While AI can support open-ended discovery (e.g., “what should I do this weekend?”), a more common pattern is helping users refine decisions they’ve already made. Fans often know the event and they’re using AI to compare prices, evaluate seat options, and quickly find something within a specific budget. In that sense, AI is streamlining workflows that previously required jumping across multiple platforms.
That shift raises important questions for ticketing platforms. As AI intermediates more of the browsing and comparison process, some traditional differentiators, like site experience or brand preference,may play a smaller role in decision-making. At the same time, it’s still unclear how durable that dynamic will be, and how platforms will evolve to maintain direct relationships with fans.
One area that continues to stand out is everything that happens after the ticket purchase. The transaction itself is just one part of a much larger journey. Fans often go on to spend meaningfully on adjacent categories,whether that’s parking, food and beverage, merchandise, travel, or upgrades.
From what I’ve seen working with partners across the space, the post-purchase window is an especially high-intent moment. There’s an opportunity to better engage fans with relevant, timely experiences during that period, though approaches vary widely across platforms today.
For teams, venues, and promoters, this creates a few areas of focus. Ensuring events are discoverable across AI surfaces is becoming increasingly important structured data, clean metadata, and real-time inventory all play a role there. At the same time, thinking more holistically about the fan journey beyond the initial purchase feels equally critical. And as AI intermediaries become more prominent, maintaining a direct connection with fans will likely remain an important consideration.
The role of AI in ticketing is still evolving, and it’s not yet clear where the long-term value will concentrate. But between my experience working with different ticketing ecosystems and now seeing the rapid pace of innovation in AI, it’s a space I’m watching closely,especially as the lines between discovery, transaction, and experience continue to blur.
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