For many people these days, the term “artificial intelligence” (AI) summons all sorts of concerns, worries, even fears. Will I be replaced with the technology? Will my organization rely too much on AI and lose the human element? Why didn’t we listen to James Cameron back in 1984?!
The "Harnessing AI for Customer Service Excellence: Chat Agents, Workflows and Search Engine Optimization" workshop at INTIX 2026 in Las Vegas seeks to calm those fears and show live events and ticketing professionals all the good AI is capable of and what makes it such an important tool for our industry’s present and future.
The proverbial toothpaste is out of the tube. For some time now, AI tools have been rapidly transforming how performing arts organizations manage operations and engage with customers. This session (Wednesday, Jan. 28, at 11 a.m. PT) will explore practical ways AI-powered solutions — everything from chat agents to automated workflows to AEO optimization — can enhance customer service and streamline business processes.
Barbara Mazer
The session will feature insights from two professionals from Adage Technologies: Director of Strategy Molly Lee and Business Development Executive Barbara Mazer. Both will draw on the firm’s industry research and recent projects with arts clients to spotlight where AI can add the most value; what to consider when implementing AI tools; and, most importantly, how to define and track success.
Lee previews, “Attendees can expect a practical, jargon-free look at how AI is already transforming customer service in the performing arts. We’ll start with an overview of using AI to improve business operations. We'll next share real-world examples from Adage’s AI ticketing agent pilot, illustrating how chat agents and automated workflows can reduce staff workload, enhance patron satisfaction and strengthen digital engagement. We'll close with AEO/GEO and some examples of our recent work.”
Lee wants INTIX members who are thinking of attending the workshop to know that it represents a great opportunity to see where AI genuinely adds value and where it doesn’t — “so organizations can make smart, scalable choices rather than chasing hype.”
When asked about how AI is helping performing arts centers engage with customers and better manage operations, Mazer shared: “The most significant impact is the ability to personalize at scale. AI allows arts organizations to respond instantly to patron needs, whether that’s answering a question about an exchange policy, recommending upcoming shows or helping a donor renew their membership — without adding staff. Behind the scenes, automated workflows handle repetitive tasks, freeing teams to focus on high-touch service and creative problem-solving that only humans can do.”
So, there is a definite human plus to implementing such technology. At the same time, there is the simple fact that many potential users may not know how to harness this tool. “This is a common challenge we hear often — our clients are eager to use AI, but they don't know how to get started,” Lee says. “We recommend they start small and stay curious, not overhaul everything at once to see benefits. Try using AI to improve your targeted messaging or analyze a spreadsheet of ticketing data or a contained pilot like automating responses for a single ticketing workflow.”
She adds, “The best way to learn is by experimenting in low-risk areas, gaining confidence and seeing firsthand how AI can make your team’s life easier. Think of it as a helpful assistant, not a replacement.”
Molly Lee
Of course, there are pitfalls that will need to be avoided. The workshop will likely address some of these, too. Motivation will be a big discussion point. Lee says, “Success depends less on the tool itself and more on the foundation you build for it — clear content, consistent data and a thoughtful rollout plan with real staff feedback. One common misstep is treating AI as a plug-and-play tool instead of something that depends on your organization’s specific data and content structure. If your policies, event data or FAQs aren’t well organized, the AI can’t give accurate answers.”
That is where companies like Adage Technologies can solve problems, answer questions and provide reliable guidance. Mazer is an especially valuable asset to the company, having worked at Ruth Eckerd Hall and The Florida Orchestra as well as Tessitura for many years. Her hands-on experience in the field makes her the right person to speak to INTIX 2026 attendees about the technology.
She concludes, “Our team is at the forefront of AI innovation for the arts — developing and testing real solutions, not just talking about them. That combination of strategy, technical depth and experience with the arts community is what makes this session both inspiring and actionable!”
Editor’s Note: If you haven’t registered for INTIX 2026 in Las Vegas yet, now is the time! Visit INTIX.org to register today.
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