SeatGeek, a high-growth technology platform revolutionizing the live event experience, has joined Google's Agentic AI Search Experience as a pilot partner. This partnership is set to transform how fans discover and book events, making SeatGeek one of the first ticketers whose event listings can be fully understood and acted upon by Google's AI features. With this collaboration, SeatGeek is poised to become a leading platform in AI-driven event discovery, ensuring that fans can find and book their favorite events with ease.
The partnership is a significant step forward in SeatGeek's mission to make event discovery more accessible and efficient. By working closely with Google, SeatGeek is enhancing its event data and structured content to be easily readable and usable by Google's AI systems. This evolution in event discovery will benefit both fans and rightsholders, as it will provide a more comprehensive and accurate representation of event listings.
Google's agentic event-ticketing experience is currently available to users who have opted into the Labs program in the U.S. and expanded limits for Google AI Pro and Ultra subscribers. It is also accessible through Google's AI Mode, allowing Google's agentic systems to read, interpret, and act on SeatGeek's inventory in ways traditional search couldn't. This means fans can now ask questions across AI assistants, new search experiences, and tools that can plan or take actions for them, making event discovery more interactive and personalized.
SeatGeek's investments in content, structured data, and broader coverage are already paying off, as indicated by internal analysis using Profound. The analysis 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. This trend is promising, as SeatGeek is emerging as one of the most visible ticketers in AI-driven discovery.
For teams, venues, and artists, partnering with SeatGeek ensures that their events are represented clearly and accurately as AI surfaces begin guiding more of the fan journey. This partnership also unlocks several benefits, including greater discoverability across AI surfaces, higher-quality representation of inventory, and a more modern conversion path as fans adopt AI assistants and task-based search.
Suzy Evans, Senior Manager of Search at SeatGeek, emphasizes the company's long-term strategy to lead the industry in AI search and distribution. She states that rightsholders want confidence that their events will be seen wherever fans are searching, and this partnership helps ensure that. As Google's agentic search experience rolls out to select users, SeatGeek's enhanced AI discoverability features will continue to expand in 2026 with new capabilities.
SeatGeek's Google integration complements 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. These investments create a foundation for SeatGeek to help partners reach fans across traditional search, social platforms, AI assistants, and emerging agentic ecosystems.
In conclusion, SeatGeek's participation in Google's Agentic AI Search Experience is a significant milestone in the company's journey to lead the industry in AI search and distribution. By combining SeatGeek's expertise in event discovery with Google's advanced AI capabilities, this partnership is set to revolutionize the way fans discover and book live events, making the experience more accessible, efficient, and enjoyable for everyone involved.
