SeatGeek deepens its investment in AI-driven visibility for teams, venues, and artists as early signals show strong momentum
SeatGeek, the high-growth technology platform transforming the live event experience for fans, teams, and venues, announced its participation as a pilot partner in Google’s new agentic AI search experience. This partnership makes SeatGeek one of the first ticketers whose event listings can be fully understood and acted on by Google’s agentic features, giving fans more ways to discover and book the events they love.
“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,” said Russ D’Souza, Co-Founder of SeatGeek.
As Google rolls out its next generation of search, SeatGeek has worked with the company to ensure that its event data and structured content can be easily read and used by Google’s AI systems. For rightsholders, this shift represents a major evolution in how fans discover and purchase tickets.
Google’s agentic event-ticketing experience is available to users opted into Labs in the U.S., with expanded limits for Google AI Pro and Ultra subscribers, and is also accessible through Google’s AI Mode. These updates allow Google’s agentic systems to read, interpret, and act on SeatGeek’s inventory in ways traditional search couldn’t.
“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.”
A Growing Advantage in AI Discovery
Early signals suggest that SeatGeek’s investments in content, structured data, and broader coverage are already paying off. Internal analysis using Profound, which tracks how different prompts surface brands across LLM-generated responses, shows that SeatGeek appears in AI search outputs at a higher rate than other major ticketing platforms for the same prompt sets across many events. While the competitive landscape is evolving quickly, the initial trend is promising: SeatGeek is emerging as one of the most visible ticketers in AI-driven discovery.
For teams, venues, and artists, this means partnering with SeatGeek helps ensure that their events are represented clearly and accurately as AI surfaces begin guiding more of the fan journey.
Marketing Technology News: MarTech Interview with Kevin Shectman, Senior Director of Product Marketing @ Braze
What Google’s Agentic Experience Unlocks
Agentic AI enables fans to do more than simply search. Google’s agentic model can now plan and execute multi-step tasks on a user’s behalf – including searching across multiple ticketing platforms, comparing event options, and taking action when asked.
SeatGeek’s participation in the Google pilot ensures rightsholders benefit from:
- Greater Discoverability Across AI Surfaces: Google’s agentic models can fully interpret SeatGeek’s event listings, increasing opportunities for fans to find partner events as they ask broader planning questions (“What should I do in Chicago this weekend?”).
- Higher-Quality Representation of Inventory: Richer data from SeatGeek allows AI systems to understand seat quality, pricing context, and availability with greater accuracy.
- A More Modern Conversion Path: As fans adopt AI assistants and task-based search, rightsholders gain a new, emerging channel for driving sales.
“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.”
Marketing Technology News: Martech & the ‘Digital Unconscious’: Unearthing Hidden Consumer Motivations
Building the Future of Event Discovery
SeatGeek’s Google integration complements several ongoing initiatives focused on making event discovery smarter and more personalized, including its user generated content (UGC) program, structured inventory enhancements, and multimodal search experiments.
Together, these investments create a foundation for SeatGeek to help partners reach fans across traditional search, social platforms, AI assistants, and emerging agentic ecosystems.
Google’s agentic search experience is currently rolling out to select users. SeatGeek’s enhanced AI discoverability features will continue to expand in 2026 as Google introduces new capabilities.
