Sold-out concerts have a certain timelessness. Fans rush the merchandise booth, crews tune guitars, and promoters pace the lobby while managers huddle with their artists in the greenroom. But beneath that familiar surface, the live-music business is being rewired. The systems guiding who gets through security fastest, how merch is stocked, which shows get routed where and how lights sync to the beat are no longer governed by human instinct alone. Increasingly, they’re powered by artificial intelligence — and the emerging technology’s impact will only deepen in the decade ahead.
“Live music has always been a people business, but in the next five to 10 years, it will also become a much more sophisticated data business,” explains Tash Singh, founder of Fusible.ai, one of several startups helping major music companies develop AI strategies for the future.
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“The shift won’t erase human roles, but it will fundamentally change them,” Singh continues, noting that soon, decisions once made solely with human knowledge and instinct will increasingly be guided in real time by algorithms. The transformation is already visible in today’s biggest tours — and it’s a preview of what’s to come across the entire ecosystem of live entertainment.
From booking agents and promoters to ticketing and marketing, AI is reshaping how concerts are planned, sold, secured and experienced. The concert business has always adapted to new technologies — from radio spots to MTV to streaming. AI represents the next leap forward. And, its proponents say, AI in the touring sector won’t make it less human; if anything, it could make concerts feel more personal, efficient and accessible. If the industry gets this transition right, the future of live music won’t feel robotic — it’ll feel smoother, smarter and more alive.
Mastering Reality
A major frontier in this era is how AI can help discern between human ticket buyers and fraudulent ones. Bots and fake accounts continue to plague ticketing, scooping up seats before fans do and inflating ticket prices. Recently, the Federal Trade Commission sued a Florida-based ticket broker for paying employees to operate multiple accounts. The agency also targeted Ticketmaster for failing to enforce its own rules surrounding bots.
“Fundamentally, the internet never built a way to prove someone is a real human,” says Adrian Ludwig, chief trust officer at Tools for Humanity. The company is behind World ID, a privately held, anonymous proof-of-humanness system designed to stop individuals from creating hundreds of fake accounts. “That gap has allowed bots to flourish across industries, from online gaming and dating to concert ticketing.”
World ID works by having users visit one of its “orbs,” chrome-like cameras located at places like shopping centers and office buildings that scan a person’s face and iris to confirm they’re a unique, living human. That biometric signature generates a digital ID stored privately on the user’s phone, which can then verify the user’s identity online without revealing personal information. (OpenAI CEO Sam Altman co-founded Tools for Humanity and serves as its chairman.)
Meanwhile, in South Korea, ticketing platform Event Pop is piloting AI-driven technology to curb scalping and bot-driven hoarding. Ludwig, whose company powers Event Pop, says discussions are underway with major global ticketing firms to deploy the tech in other regions, including the United States. “The goal is simple: one person, one account, one ticket,” he says. “It doesn’t matter if you’re Green Day playing the Fillmore or a massive stadium show — fans should trust that tickets go to real people first, not bots.”
To meet that challenge, companies like Ticketmaster are increasingly turning to AI to safeguard ticket sales. Traditional defenses like CAPTCHA tests or IP blocking can’t keep up with modern automation. Instead, AI-driven behavioral analysis tracks users’ real-time interactions with a site: how a mouse hovers, how quickly a user types, the hesitation before clicking “buy.” “Bots execute commands with mechanical precision and inhuman speed, leaving behind a digital fingerprint that machine learning models can easily flag,” says Jason Webb, co-founder of Tixel, a Los Angeles-based fan-to-fan marketplace that is developing AI tools to prevent fraud.
Ticketmaster has confirmed it uses AI-powered “bot mitigation tools” to identify suspicious traffic and employs adaptive firewalls that become smarter with every attempted attack. In October, the company announced former Square executive Saumil Mehta as its new global president; Mehta has recently advised AI startups. “Under his leadership, Ticketmaster will execute AI opportunities across key areas of its business, such as empowering venues, fortifying the ticketing infrastructure against bad actors and enhancing the ticket-buying experience for fans,” Ticketmaster stated in a press release. (The company declined to comment for this story.)
“The next phase,” Webb says, “involves natural language processing to analyze the text of form submissions and search queries. The result is a constantly evolving security layer that learns and adapts faster than static code-based defenses. While no system is foolproof, AI detection represents a major leap forward in protecting fans’ access to face-value tickets.”
Venues Of Change
Inside venues, AI is already reshaping how fans move, spend and experience shows. During Elton John’s recent Farewell Yellow Brick Road tour, arenas deployed Evolv’s AI-powered scanners to process fans through security faster. Other venues use WaitTime, which utilizes overhead cameras to predict and prevent long concession lines. Fans might not notice the algorithms — but they’ll notice shorter waits for a drink.
Atlanta’s State Farm Arena, home to the NBA’s Hawks and one of the busiest concert buildings in the Southeast, has become a testing ground for AI-powered venue operations. “We’ve invested in crowd analytics that monitor foot traffic throughout our 17,000-capacity arena,” said Geoffrey Stiles, senior vp of facilities and events for the Hawks, during an online presentation on AI in arenas hosted by Sports Business Journal in October.
By combining video feeds with machine learning, the arena’s system can anticipate bottlenecks at entrances, restrooms and concessions, enabling staff to act before problems arise. Stiles added: “The technology has significantly reduced wait times and improved crowd flow during high-volume events.”
State Farm Arena also uses predictive tools to optimize staffing and concessions, analyzing historical sales and real-time demand to deploy workers and adjust inventory on the fly, resulting in faster service and less waste.
Earlier this year, the arena partnered with spatial intelligence company AiFi and Verizon for Hawks Express Cashierless Checkout, a store that used AiFi’s technology and Verizon’s 5G Edge technology to help fans purchase concessions without waiting in line. State Farm Arena has also partnered with Honeywell, the technology and manufacturing company that is active in both machine learning and AI, on the Arena of the Future Innovation Challenge, which focuses on developing automation and sustainability solutions.
“Large arenas and theaters are complex facilities with massive HVAC, lighting and security systems,” says Dani Stern, senior director of product management for commercial real estate at Honeywell, who also spoke at the Sports Business Journal presentation. “By running AI models on data from sensors across the building, operators can predict when equipment is likely to fail, automatically adjust energy use to crowd levels and reduce costs while improving reliability.” AI-driven lighting systems, he notes, can even brighten or dim areas based on traffic flow, keeping fans safe while saving power.
Stage Meets Screen
The line between live and digital performance is blurring fastest onstage. In London, ABBA Voyage proved a residency can thrive on AI-powered avatars, grossing over $150 million in its first year, according to Bloomberg. KISS is now working with Pophouse Entertainment and Industrial Light & Magic to extend its legacy through digital doubles, signaling that some acts may never truly retire.
Meanwhile, artists like deadmau5 and Eric Prydz are using AI to generate visuals that evolve in real time with the music, and Travis Scott’s 2020 Fortnite concert, attended virtually by 12 million fans, showed what happens when gaming engines and AI-assisted animation meet live performance.
For younger audiences, these hybrid experiences are becoming the norm. A teenager who has seen a virtual reality avatar set won’t blink when a future festival lineup includes an artist’s AI-powered digital counterpart. Today’s youth expect fluidity between screens and stages — where an artist might perform simultaneously in Los Angeles and inside a virtual world, or where fans customize lighting and visuals from their phones in real time. In this new landscape, authenticity isn’t tied to physical presence but to participation: Fans want to shape the moment, not just witness it. It’s a future where an AI-generated encore isn’t a gimmick, but another layer of creativity in a live experience that never really ends.
Smarter Routing
Touring has always been a logistical puzzle. Routing 20 cities for a six-week tour means balancing venue availability, crew schedules and gut instincts about demand. Soon, AI will handle much of that math.
“Imagine an agent planning an arena run in 2030,” Singh says. “We can blend Spotify data, YouTube velocity and past ticket curves with external factors like sports calendars, carbon impact of fan travel — even diesel costs for buses.”
With those inputs, Singh says, “you can model different scenarios: one maximizing gross, another minimizing emissions or one balancing both. Instead of arguing from instinct alone, teams [can] negotiate with real-time data.”
Other startups are offering similar routing and carbon optimization tools, while major promoters are testing predictive demand systems. Over time, Singh believes, these tools will become indispensable — the invisible co-pilots of every tour.
While Live Nation and AEG declined to comment at length for this story, the major promoters both acknowledged that they are in the early stages of developing their AI strategies, primarily focused on ticketing and marketing. But as one powerful agent tells Billboard, even if more ambitious uses of AI remain on the horizon, the technology is already changing how industry professionals approach their work.
“The hope is that AI makes it easier to advance shows, whether that means more quickly reading contracts or negotiating with venues to route a 40-city tour,” the agent says. “Anything that can free up the more mundane tasks that take up hours of my time so I can instead focus on signing and developing new talent is something we’re very interested in exploring further.”
This story appears in the Oct. 25, 2025, issue of Billboard.
