- AI and blockchain technology are combating ticket scalping, ensuring fair access for genuine fans.
- Dynamic pricing and smart monitoring prevent excessive resale prices and reduce ticket fraud.
OUR TAKE
The integration of AI and blockchain technology in ticket sales is transforming the industry by ensuring fair access and preventing scams. This technological advancement is crucial for protecting genuine fans from exorbitant resale prices.
— Zoey Zhu, BTW reporter
What happened
AI and new technologies are being used to tackle ticket resale issues for Taylor Swift’s concerts, ensuring fair access and preventing scams. Nashville native Jacki Thrapp chose to fly to Europe to see Swift perform live rather than pay exorbitant resale prices in the US. With tickets for Swift’s US tour reaching up to $2,500 on the secondary market, some American fans found it cheaper to attend her European shows. Jacki purchased two tickets for Swift’s Sweden concerts for less than $200 each, a significant saving compared to US prices.
Innovative companies like Tixologi and Seat Unique are leveraging AI and blockchain to combat ticketing challenges. Tixologi’s AI monitors ticket sales, detects unusual purchasing behaviour, and uses blockchain to prevent ticket duplication. Their rotating QR codes ensure only one copy of a ticket exists, reducing the risk of scams. Seat Unique uses AI to dynamically price tickets based on demand, ensuring tickets reach genuine fans rather than scalpers.
These technologies aim to protect fans from excessive prices and ensure fair access to tickets, addressing the ongoing challenges in the US and UK where ticket resale regulations are less stringent compared to some European countries.
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Why it’s important
The growing use of AI and blockchain in ticket sales signifies a shift towards more secure and consumer-friendly practices. AI’s ability to monitor and detect unusual purchasing behaviour helps prevent ticket scalping, ensuring tickets are sold to genuine fans. Tixologi’s use of blockchain technology to prevent ticket duplication and their rotating QR codes to detect fake tickets are crucial in reducing ticket fraud.
Dynamic pricing, used by Seat Unique, allows ticket prices to adjust based on demand, ensuring that venues and artists, rather than scalpers, benefit from increased prices. This approach keeps tickets in the hands of fans and reduces the impact of resale markets.
AI’s potential extends beyond ticketing, as it also promises to revolutionise event marketing by targeting individuals based on their interests. This personalised approach enhances the concert-going experience and ensures tickets reach genuine fans.
As AI and blockchain technologies continue to develop, they hold the promise of transforming the ticketing industry, making ticket purchasing more accessible, secure, and fair. These advancements are crucial in protecting consumers and ensuring that fans can enjoy concerts without facing exorbitant resale prices or the risk of scams.
