Ticketek Entertainment Group (TEG) has entered a strategic partnership with Google Cloud to accelerate its use of artificial intelligence and data capabilities across the live entertainment ecosystem.
The collaboration aims to answer a key question for fans and industry partners alike: how can AI make discovering, planning and attending live events simpler? TEG will use Google Cloud’s AI tools to personalise recommendations, streamline ticketing, and enhance operational decision-making for promoters and venues.
“We are delighted to be collaborating with Google Cloud on this strategic partnership, which truly represents a step-change for our industry,” TEG chief operating officer and head of global ticketing Cameron Hoy said.
“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.”
Stella launches: Ticketek’s new AI-powered fan assistant
The first product to land from the partnership is Stella, Ticketek’s new AI fan assistant designed to simplify event discovery and ticket purchasing. Built on Google Cloud’s Vertex AI, Stella interprets natural language queries, from artists and venues to moods and genres, and returns tailored recommendations in real time.
According to TEG, Stella continually learns from user interactions to surface more relevant suggestions, helping fans find shows faster and uncover new events they may not have otherwise considered.
AI and data to support growth across the event lifecycle
Beyond Stella, TEG and Google Cloud are developing a broader suite of AI-driven tools spanning planning, crowd management, accessibility, multilingual support and real-time analytics. The companies say the goal is to improve both the fan experience and operational outcomes for promoters, venues and partners.
Areas of focus include hyper-personalised fan journeys, predictive insights for event discovery, operational intelligence for smoother on-site experiences, and new dashboards to support faster decision-making.
“This partnership isn’t just about technology, it’s about reimagining how Fans connect with the moments that matter most,” Hoy added. “With Google Cloud, we’re setting a new benchmark for what Live Entertainment can be.”
Google Cloud vice president Australia and New Zealand Paul Migliorini said the collaboration demonstrates how AI can enhance the relationship between fans and live events.
“With GoogleCloud, 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.”