Anticipation is growing as we approach the 45th Annual INTIX Conference & Exhibition in Las Vegas. More professionals from live event and entertainment ticketing are registered to attend than ever before. If you have a question, there will be an expert there who can answer it. If you want to learn more about the latest industry topics, trends and technologies, you can do that in our impressive general sessions, breakouts by venue type and dozens of INTIX conference workshops. Indeed, there is something for everyone on every ticketing-related subject you can imagine.
One highly anticipated workshop is “Sell More Tickets and Increase Net Promoter Scores: What Else Can LLMs Like ChatGPT Do for You?” Scheduled for 10:45 a.m. PST on Thursday, Feb. 1, it will share entry-level information, with examples of where attendees can start to familiarize themselves and experiment with the technology. Panelists will reveal critical differences between large language models (LLMs) like GPT-3 and other artificial intelligence (AI) approaches. They will also share real-world examples of how AI-powered chatbots and virtual assistants, driven by LLM technology, can offer real-time support to attendees at every stage of the event lifecycle.
LLMs are a type of AI algorithm. They use deep machine learning and massive data sets to comprehend human language and promptly generate human-like responses to patron and fan inquiries, among other tasks. If you have ever connected with customer service via a website, you have likely already been exposed to this type of technology. The INTIX 2024 conference app, for example, has an AI component that is powered by BroadwAI. In addition to customer service, language-based systems can efficiently handle everything from e-commerce/ticket sales to content creation and more.
Micah Hollingworth
Workshop participant Micah Hollingworth, CEO of BroadwAI, says all live events organizations should be interested in the power of LLMs.
“What’s long been promised (Watson launched in 2011!) is now a reality,” Hollingworth says. “The way in which we will engage with and utilize technology in all aspects of our lives will be impacted by these new interfaces. The future of guest engagement is conversational marketing, and LLM technology accelerates the use and sophistication of conversations that will be had between organizations and their customers.”
The technology applies to organizations of all sizes, genres and types. Hollingworth says, “Much like the introduction of the cell phone, the way in which we communicate and engage with each other is fundamentally changing. Patrons of all organizations will come to expect that you provide them with these services to assist them in all aspects of the customer journey — search, purchase, attending, customer service, etc.”
So that attendees receive a cross-genre perspective, Hollingworth will be joined by panelists Kyle Wright, Senior Director of Business Development for the Shubert Organization, and Trevor Purvis, Director, Ticket Technology & Solutions for the Houston Astros.
The panel will not be filled with technical jargon, promises Hollingworth. “Our focus will be on real-world examples and ways to bring them back with you after the conference.”
There are many opportunities for the live event industry to harness the power of LLMs, including enhancing the ticket buyer/holder experience.
“Deep personalization will be possible, along with always-available 24/7 assistance,” Hollingworth says. “Very quickly, they will be able to provide recommendations over alternatives and book entire experiences.”
We asked Hollingworth to share a real-world example of success. He says, “By simply providing an intelligent chat service to answer your most basic venue and event questions, you can reduce your inbound customer service phone calls by 20% or more.”
And what message would he share with conference attendees to encourage them to attend this session?
“Remember your first smartphone? How it took some time for you to become familiar with it and determine the most useful ways for you to use it — navigating, listening to music, perhaps making a phone call? If you haven’t already, you’ll want to start to become familiar with this technology and how it will be of benefit to you,” he says.
Attendees will also be interested in the correlation between LLMs and increasing their net promoter score, a customer satisfaction benchmark metric. How do LLMs help?
“Patrons expect on-demand service and information,” Hollingworth says. “Over 60% of inbound traffic is outside of normal business hours. Immediate responses with the correct information overwhelmingly boost net promoter scores.”
If you haven’t already registered for INTIX 2024 in Las Vegas, what are you waiting for? Click here to register today!
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