#TBF25: AI, resale market, and technology all under the spotlight

Artificial intelligence, data, and accessibility were among the discussion topics during TheTicketingBusiness Forum 2025 at Emirates Old Trafford in Manchester.

The event saw a diverse array of delegates representing sports, entertainment, arts bodies and venues, while major ticketing operators and suppliers participated in panel sessions, keynotes, and presentations.

The Forum’s opening panel saw STH Group general manager Emily Tuffin, Riyadh City’s Jasper Hope and Ticketek UK general manager Claire Bartley explore the state of the industry.

The trio discussed how to navigate rising costs and consumer nervousness while making the most of evolving technology and emerging markets.

This was before Vivenu co-founder Simon Weber shared the remarkable growth forecast for the ticketing industry, which is predicted to undergo a 184% increase to be worth $1.2tn (£903bn/€1tn) by 2032.

AI’s impact on ticketing

Artificial intelligence may be one of the drivers for this growth in the near future, as its development and uptake from ticketing companies is rapidly accelerating.

Several sessions discussed AI in some form, but Satisfi Labs’ Vikram Rajkumar and The O2’s director of ticketing Louise Champion put it under the microscope to examine how it can unlock engagement and revenue.

There were a number of key takeaways on how integrated AI can take business strategies to the next level. These included using technology that can deliver hyper-personalised experiences, and utilising AI to boost revenue through targeted engagement and intelligent automation, while transforming fan interactions.

It was also predicted that AI will link multiple departments of a business to enhance efficiency.

“AI is going to be the connective tissue,” said Rajkumar.

“Ticketing connects marketing, customer service and more, so departments will be able to work better together for business outcomes.”

The data mine

Data was another key theme of the Forum, and one that intertwined with AI.

Board member of the Women’s Tennis Foundation and Tennis Australia director of data and insights, Su Jella, revealed her knowledge of the subject.

While many are worried that AI will replace humans in the workplace, Jella is confident that it will instead enable organisations to become more efficient without making people redundant.

Learning to incorporate the technology and work with it is what she believes will become important.

Furthermore, using AI to collect, manage, and utilise data is becoming more advantageous when it comes to making informed business decisions.

“What we need to look at is what we are automating to be more efficient and how that is making us more profitable,” Jella said.

Also looking at data was a fascinating panel session featuring co-founder of Openstage Rob Sealy, Indigo CEO Katy Raines, and singer-songwriter Marie Naffah who controls her own ticketing and fan engagement strategies.

The session concluded that a more collaborative outlook is needed within the industry to make the most of data, especially the information centred around fans.

“The reason data isn’t shared is because of the power of it,” Sealy said.

“Once it is, efficiencies will open up.”

The group felt that the more data available on customers the better, as it will allow more efficient marketing and smarter decisions which can benefit fans as well as businesses.

Resale market

A worrying trend in ticketing that was addressed at the Forum is the growth of the illegal resale market, which has now reached €2.5bn in value.

The second day began with director of Face-value European Alliance for Ticketing Sam Shemtob, Menta Tech chief commercial officer Juan Pablo Santa María, Coca-Cola Arena general manager Mark Jan Kar, and ticketing consultant Tim Chambers discussing the issue.

For Shemtob, enforcing stricter regulations is essential and he made a strong plea for action to be taken.

“Europe is one market when it comes to ticket resale so our view is that it is idiotic to treat it like 27 separate markets,” he said.

“We’re calling for the European Commission to understand the situation better.” 

Accessibility for all

Katy Raines took to the stage once again, this time to discuss the importance and value of making culture and entertainment more accessible, alongside Arts Council England’s Phil Lofthouse.

She argued that venues improving accessibility for disabled people would benefit everyone as well as resulting in more revenue due to an increase in visitors.

The Forum came to an end with a positive look at the state of the industry and a plethora of exciting events to come.

We will be returning with TheTicketingBusiness Forum 2026 at Emirates Old Trafford from April 27 to 29.