Ticketek Entertainment Group (TEG) has announced a strategic partnership with Google Cloud to transform the future of live entertainment, harnessing the power of artificial intelligence (AI), data innovation, to build the next-generation of Fan experiences.<\/p>\n
United by TEG\u2019s purpose of Partnering to Make Life Better Live, the collaboration combines its event expertise with Google Cloud\u2019s AI solutions to create smarter, more connected Fan experiences, transforming how millions of Fans discover, experience, and share live events.<\/p>\n
\u201cWe are delighted to be collaborating with Google Cloud on this strategic partnership, which truly represents a step-change for our industry,\u201d said Cameron Hoy, chief operating officer and head of global ticketing, TEG. \u201cBy combining TEG\u2019s event ecosystem with Google Cloud\u2019s AI innovation, we\u2019re unlocking a future where every Fan experience, from discovery to event day, is more intelligent, more personal, and more seamless.\u201d<\/p>\n
Introducing Stella \u2013 AI-Powered Fan Discovery<\/p>\n
The first innovation launched by TEG, and built with Google Cloud is Stella \u2013 Ticketek\u2019s AI-powered fan assistant, which simplifies event discovery and ticket purchasing through conversational AI and enhanced search technology.<\/p>\n
Built using Vertex AI, Google Cloud\u2019s AI platform, Stella continually learns from fan interactions, helping them find events faster and discover new experiences tailored to their interests. Stella intuitively understands natural language, from artist names and venues to moods and genres, delivering relevant results and recommendations in real time.<\/p>\n
Building the Future with AI and Data<\/p>\n
Underpinning the partnership is a shared commitment to innovation, inclusivity, and data-driven growth. TEG is working with Google Cloud to develop a suite of AI tools designed to enhance every stage of the event lifecycle, from planning and ticketing to Fan engagement and operational insight.<\/p>\n
Key focus areas include:<\/p>\n
Hyper-personalised fan journeys \u2013 tailored recommendations and predictive insights that help Fans discover events they\u2019ll love.
\nOperational intelligence \u2013 smarter crowd management, accessibility tools, and multilingual support for more inclusive, frictionless experiences.
\nStrategic growth \u2013 real-time analytics and performance dashboards that empower Promoters, Venues, and Partners to make faster, smarter decisions.<\/p>\n
TEG will combine its deep local expertise in live entertainment with Google Cloud\u2019s AI solutions and thought leadership to create more intelligent, connected, and accessible experiences for Fans everywhere.<\/p>\n
\u201cThis partnership isn\u2019t just about technology, it\u2019s about reimagining how Fans connect with the moments that matter most,\u201d added Hoy. \u201cWith Google Cloud, we\u2019re setting a new benchmark for what Live Entertainment can be.\u201d<\/p>\n
\u201cAI is driving the next wave of innovation in fan engagement,\u201d said Paul Migliorini, vice president, Google Cloud Australia & New Zealand. \u201cWith 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.\u201d<\/p>\n
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