SeatGeek is jumping early into Google’s new agentic AI search system, and the move shows how quickly the live event world is changing. The company wants its events to appear wherever fans are asking about them, and its partnership with Google is meant to make that possible. The idea is simple. People now ask AI assistants open questions about weekend plans or ticket options, and SeatGeek wants to be part of those results no matter where the conversation starts.
Google’s new search experience is available through Labs in the U.S., with expanded access for AI Pro and Ultra subscribers. Instead of providing a basic list of links, Google’s agentic system can read SeatGeek’s structured event data, compare options across platforms, and even carry out multi step requests. A question about what to do in Chicago this weekend can now lead to event suggestions, seat comparisons, and a path to purchase.
SeatGeek says its internal tracking shows early traction. The company uses a tool called Profound to measure how often ticketing brands appear inside LLM generated answers. In many of the prompts it tested, SeatGeek appeared more often than other ticketing platforms. The competitive landscape changes fast, but those early readings suggest the company is gaining visibility in AI discovery.
SeatGeek also frames this partnership as part of a wider strategy for rightsholders. Teams, venues, and artists want confidence that their events will remain visible as AI assistants guide more of the fan journey. The company presents this Google partnership as one piece of a long term plan to strengthen how events are represented across emerging AI surfaces.
This effort connects to other ongoing projects inside SeatGeek. The company has been working on user generated content, improving structured inventory, and experimenting with multimodal search. The integration with Google builds on that work and aims to make event discovery smarter across search, social tools, and AI assistants.
Google’s agentic search platform is rolling out gradually, and SeatGeek expects its AI visibility to expand in 2026 as Google introduces more features.
