How AI and ChatGPT is changing the game (Part 1)

AI tools like ChatGPT are set to reshape day-to-day operations across sport and entertainment, starting with ticketing and partnerships — the focus of this first instalment in a two-part series.

Ticketing and sales

AI can automate responses to routine customer inquiries, freeing sales staff to focus on higher-value conversations, while also analysing ticketing and sales data to recommend personalised offers based on a fan's preferences and budget — and asking qualifying questions that help reps prioritise the strongest leads.

Partnerships and deals

The same approach applies to partnerships: AI trained on a team's sponsorship tiers, contract terms and activation requirements can answer routine questions instantly, help draft more personalised proposals, and flag complex issues that need a human's attention — while tracking asset and partnership performance to highlight where deals could be optimised.

Part 2, covering marketing and customer service, follows next month.