The increased use of AI may prevent tickets being resold at excessively high prices.
For Nashville native Jacki Thrapp flying to Europe this summer to see her idol Taylor Swift perform live was a “no brainer”.
“Americans are paying so much money, and a lot of Taylor Swift fans are people in their 20s and 30s,” says the 32-year-old. “We're paying so much money to see her in the US when a lot of us still can't even afford a house.” “People will buy a ticket and list it on multiple marketplaces for secondary sale,” he says. “And then even if it sells on one, they won't take it down off the other one.
Tixologi’s electronic tickets also have a rotating QR code that is said to be extremely difficult to copy, so that fake ones are instantly spotted when scanned. And a venue or artist can select a function called “disable transfers”, which prevents a user from emailing the ticket to someone else. This makes them much harder to re-sell.UK ticketing company Seat Unique is working with London’s Wembley Stadium to sell hospitality tickets for Taylor Swift’s tour.
The idea is that the venue and artists sell the tickets directly, and therefore get the additional income if prices rise, instead of that money going to sellers on the secondary market. He adds that AI also has the ability to transform the marketing of concerts and other events, with adverts specifically targeted at individuals based on learning what they are interested in.
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