SeatGeek, the innovative technology platform revolutionizing live events for fans, teams, and venues, has joined Google as a pilot partner in its new agentic AI search experience. This collaboration positions SeatGeek among the first ticketing platforms whose event listings are fully interpretable and actionable by Google's AI systems, opening new pathways for fans to discover, compare, and purchase tickets seamlessly across emerging AI interfaces.
Google's next-generation search evolves beyond traditional queries into agentic capabilities that understand context, plan journeys, and execute actions—like scouting weekend events in a city, comparing options across ticketers, and completing purchases. SeatGeek's early integration ensures its inventory is richly structured for these systems, allowing AI to grasp nuances such as seat quality and dynamic pricing.
This partnership reflects a broader industry pivot: as fans increasingly turn to AI assistants for planning, rightsholders need platforms that surface events accurately in conversational, task-oriented environments.
“Fans no longer start their journey on just one channel - they’re asking questions across AI assistants, new search experiences, and tools that can plan or take actions for them,” said Russ D’Souza, Co-Founder of SeatGeek. “Our focus is making sure our events surface wherever fans are asking about them. Working with Google on its agentic search experience is a critical step in that direction.”
Early metrics from Profound, a tool analyzing LLM responses, indicate SeatGeek's investments in content and data are yielding results: it appears more frequently in AI outputs for event prompts than major competitors, enhancing discoverability for partnered teams, venues, and artists.
For event organizers, SeatGeek's pilot delivers tangible advantages in an AI-first landscape:
“This is part of our long-term strategy to lead the industry in AI search and distribution,” said Suzy Evans, Senior Manager of Search at SeatGeek. “Rightsholders want confidence that their events will be seen wherever fans are searching. This partnership helps ensure that - and it’s only the beginning.”
These gains build on SeatGeek's ecosystem of user-generated content, structured enhancements, and multimodal experiments, creating a robust foundation for personalized, cross-channel event engagement.
As Google's agentic features roll out to select U.S. users, SeatGeek's optimizations will scale in 2026, aligning with new AI advancements to keep partners ahead in the evolving live events market.
About SeatGeek
SeatGeek was founded in 2009 when three live event fans had the crazy idea that modern technology could improve the live event-going experience for everyone—fans, teams and artists. Today, SeatGeek offers a trusted marketplace for fans to easily buy and sell tickets to the events they love and provides primary box office technology for some of the most prominent names in sports and entertainment globally.
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