From Ticket Sales to Vocals: The 'Impressive' Ways Concerts Are Using AI
Companies in the concert market are applying AI to clean up vocals, promote tours, set pricing, and protect ticket sales from bots.
During the Peel It Back tour, Nine Inch Nails became the first to use L-Acoustics' Source Intelligence. This real-time, non-generative machine learning technology isolates the performer's voice from background stage noise, allowing audiences to hear it more clearly. According to sound engineer Jamie Pollock, the solution was used throughout the tour without any public announcement.
AI is also transforming concert marketing. Laylo and HIVE assist artists' teams in preparing SMS, email, and advertising campaigns, with Laylo additionally curating user-generated videos and requesting permission for their use. HIVE reports that some clients already delegate the preparation of all emails, SMS, and Meta campaigns to marketing assistants.
Ticketmaster has integrated ChatGPT and Claude for concert searches: users can learn about artists' tours and view seating options before proceeding to purchase on the platform. The company also employs machine learning to detect bots. The issue gained attention following an incident at RAYE's performance at London's Royal Albert Hall, where 1.8 million presale requests were registered for a 5,000-capacity show, with the singer stating that hundreds of thousands of these were fake.
In October, SeatGeek launched TourIQ—a tool that analyzes each city and venue on a tour and then suggests a price for each seat. On June 20, a new system featuring 26 L-Acoustics columns debuted at the Hollywood Bowl; the venue uses Source Intelligence alongside L-Acoustics' immersive L-ISA technology. According to the developer, the solution has already been adopted by Bruno Mars, Rüfüs Du Sol, and Harry Styles.
