TEG Partners with Google Cloud to Enhance Fan Experience

Ticketek Entertainment Group (TEG) have announced a strategic partnership with Google Cloud to transform the future of live entertainment.

The companies are joining together to harness “the power of artificial intelligence (AI), data innovation, to build the next-generation of fan experiences,” according to a press release.

“United by TEG’s purpose of Partnering to Make Life Better Live, the collaboration combines its event expertise with Google Cloud’s AI solutions to create smarter, more connected fan experiences, transforming how millions of fans discover, experience, and share live events.”

“We are delighted to be collaborating with Google Cloud on this strategic partnership, which truly represents a step-change for our industry,” said Cameron Hoy, Chief Operating Officer and Head of Global Ticketing, TEG. “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.”

The first innovation is Stella, Ticketek’s AI-powered fan assistant, which simplifies event discovery and ticket purchasing through conversational AI and enhanced search technology.

Stella is built by Vertex AI, Google Cloud’s AI platform, and continually learns from fan interactions, helping them find events faster and discover new experiences tailored to their interests.

The press release adds that fuelling 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.”

“AI is driving the next wave of innovation in fan engagement,” said Paul Migliorini, Vice President, Google Cloud Australia & New Zealand. “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.”