Ticketek Entertainment Group (TEG) has announced a strategic partnership with Google Cloud, aiming to revolutionize the future of live entertainment. By leveraging the power of artificial intelligence (AI) and data innovation, the collaboration seeks to build the next generation of fan experiences. This initiative is aligned with TEG’s mission of “Partnering to Make Life Better Live,” combining its expertise in events with Google Cloud’s cutting-edge AI solutions to enhance how 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,” stated Cameron Hoy, chief operating officer and head of global ticketing at 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.”
Introducing Stella: AI-Powered Fan Discovery
The first innovation to emerge from this partnership is Stella, an AI-powered fan assistant developed by TEG in collaboration with Google Cloud. Stella simplifies event discovery and ticket purchasing through conversational AI and enhanced search technology. Built using Vertex AI, Google Cloud’s AI platform, Stella continually learns from fan interactions, helping them find events faster and discover new experiences tailored to their interests.
Stella’s ability to intuitively understand natural language—from artist names and venues to moods and genres—enables it to deliver relevant results and recommendations in real time, thus enhancing the user experience significantly.
Building the Future with AI and Data
The partnership is underpinned by a shared commitment to innovation, inclusivity, and data-driven growth. TEG and Google Cloud are working together 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.
Key Focus Areas
- Hyper-personalized fan journeys: Tailored recommendations and predictive insights help fans discover events they’ll love.
- Operational intelligence: Smarter crowd management, accessibility tools, and multilingual support offer more inclusive, frictionless experiences.
- Strategic growth: Real-time analytics and performance dashboards empower promoters, venues, and partners to make faster, smarter decisions.
TEG aims to combine its deep local expertise in live entertainment with Google Cloud’s AI solutions and thought leadership to create more intelligent, connected, and accessible experiences for fans everywhere.
“This partnership isn’t just about technology, it’s about reimagining how fans connect with the moments that matter most,” added Hoy. “With Google Cloud, we’re setting a new benchmark for what live entertainment can be.”
Implications for the Entertainment Industry
The announcement comes as the entertainment industry continues to grapple with the challenges posed by digital transformation and evolving consumer expectations. The integration of AI in fan engagement is seen as a crucial step forward. Paul Migliorini, vice president of Google Cloud Australia & New Zealand, emphasized the transformative potential of AI in this domain.
“AI is driving the next wave of innovation in fan engagement,” Migliorini remarked. “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.”
This development follows a broader trend where technology companies are increasingly collaborating with entertainment entities to enhance consumer experiences. As AI continues to evolve, its applications in live entertainment could redefine how audiences interact with events, potentially setting new industry standards.
Looking ahead, the partnership between TEG and Google Cloud could serve as a model for other companies seeking to harness technology for enhanced customer engagement. As the industry moves forward, the focus will likely remain on personalization, inclusivity, and leveraging data to create memorable experiences.
As TEG and Google Cloud continue to innovate, the implications for fans and the broader entertainment landscape are profound. The move represents a significant step towards a future where technology and entertainment are more intertwined than ever before, promising a new era of live experiences.
