Ticketek Entertainment Group (TEG) Partners with Google Cloud to Power the Future of Live Entertainment and Enhance the Fan Experience
Sydney, Australia – 18/11/25 – Ticketek Entertainment Group (TEG), a leading Fan Experience Group powered by digital, data, and technology, today announced a strategic partnership with Google Cloud to transform the future of live entertainment, harnessing the power of artificial intelligence (AI), data innovation, to build the next-generation of Fan experiences.
United by TEG’s purpose of Partnering to Make Life Better Live, the collaboration combines its event expertise with Google Cloud’s AI solutions to create smarter, more connected Fan experiences, transforming how millions of Fans discover, experience, and share live events.
“We are delighted to be collaborating with Google Cloud on this strategic partnership, which truly represents a step-change for our industry,” said Cameron Hoy, Chief Operating Officer and Head of Global Ticketing, TEG. “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.”
Introducing Stella – AI-Powered Fan Discovery
The first innovation launched by TEG, and built with Google Cloud is Stella – Ticketek’s AI-powered fan assistant, which simplifies event discovery and ticket purchasing through conversational AI and enhanced search technology.
Built using Vertex AI, Google Cloud’s AI platform, Stella continually learns from fan interactions, helping them find events faster and discover new experiences tailored to their interests. Stella intuitively understands natural language, from artist names and venues to moods and genres, delivering relevant results and recommendations in real time.
Building the Future with AI and Data
Underpinning the partnership is a shared commitment to innovation, inclusivity, and data-driven growth. TEG is working with Google Cloud to develop a suite of AI tools designed to enhance every stage of the event lifecycle, from planning and ticketing to Fan engagement and operational insight.
Key focus areas include:
- Hyper-personalised fan journeys – tailored recommendations and predictive insights that help Fans discover events they’ll love.
- Operational intelligence – smarter crowd management, accessibility tools, and multilingual support for more inclusive, frictionless experiences.
- Strategic growth – real-time analytics and performance dashboards that empower Promoters, Venues, and Partners to make faster, smarter decisions.
TEG will combine its deep local expertise in live entertainment with Google Cloud’s AI solutions and thought leadership to create more intelligent, connected, and accessible experiences for Fans everywhere.
“This partnership isn’t just about technology, it’s about reimagining how Fans connect with the moments that matter most,” added Hoy. “With Google Cloud, we’re setting a new benchmark for what Live Entertainment can be.”
“AI is driving the next wave of innovation in fan engagement,” said Paul Migliorini, Vice President, Google Cloud Australia & New Zealand. “With Google Cloud, 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.”
About Ticketek Entertainment Group
Ticketek Entertainment Group (TEG) is a Fan Experience Group, powered by digital, data, and technology, united by our purpose – We Partner to Make Life Better Live. With the Fan as our Star, TEG brings together Ticketek, TEG Touring, TEG Sport, TEG Experiences, and Ovation to create, promote, and power world-class live entertainment.
From global concert tours and major sporting events to immersive family and cultural experiences, TEG makes it easier for Fans to find, and attend unforgettable events.
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