More and more, artificial intelligence (AI) is helping ticket sellers and venue operators around the globe understand audiences, shape marketing campaigns and improve the overall patron experience. At INTIX 2026 in Las Vegas next month, a session titled “Cracking the Audience Code: How AI Supports Smarter Strategy” will offer a clear, non-technical look at how AI supports such initiatives.
What to Expect
Jen Taylor
The session is designed for marketers, CRM leads and anyone tasked with audience growth. The main speaker is Jen Taylor, Director of AI Strategy and Integration at Capacity Interactive, who says attendees can expect “a clear, non-technical look at how AI can strengthen every part of their marketing strategy, from understanding audiences to shaping better messaging and improving the patron journey. I’ll show real, arts-focused examples of how AI is being used today, not hypotheticals. We’ll walk through how AI can uncover hidden audience barriers, pressure-test your messaging and pinpoint friction in the customer experience.”
The goal? “You’ll leave with practical prompts and frameworks you can start using immediately, even if you’ve never opened ChatGPT before. This isn’t about learning another tech tool. It’s about learning to think differently, with AI as a creative and strategic partner.”
Look Forward to the Benefits, Look Out for the Pitfalls
Taylor says perspective is the biggest advantage to adding an AI component to an organization or venue’s strategic marketing. She explains, “AI helps marketers step back and see the full picture faster — connecting dots across data, audience behavior and creative strategy. When used well, it expands your thinking, helping you identify what is really driving engagement or drop-off. It can simulate audience responses, generate fresh messaging angles and/or analyze patterns that might take weeks to surface manually.”
Taylor is insistent that AI does not replace human expertise. Rather, it amplifies it. “It gives your team more time to focus on the uniquely human work like creativity, empathy and relationship-building that drives loyalty and long-term growth,” she says.
But there are obstacles to watch out for. A subtle, but all-too-common pitfall is overconfidence in the first answer AI gives you. She states, “AI feels fast and authoritative, which can trick you into treating its first response as truth. But the real power of AI comes from iteration; challenging it, refining prompts and exploring alternative perspectives.”
Taylor adds that another pitfall is “skipping the human lens.” Even the most brilliant AI insight can fall flat if it is not aligned with an organization’s mission, tone or audience values. She says, “AI should inform your judgment, not replace it.”
How Beginners Can Get Started
Of course, some INTIX members may be hesitant to embrace AI at this relatively early stage of its development and deployments. What is Taylor’s advice to them? “Start small and stay curious. You don’t need to become a technologist to benefit from AI. Think of it as a brainstorming partner that never runs out of ideas.”
She continues, “You can start by asking simple, everyday questions: ‘How might we describe this concert in a more emotional way?’ or ‘What’s a fresh way to reach lapsed members?’ and then see how the responses spark your own thinking. The key is to stay in control. Let your expertise lead, and let AI do the heavy lifting. The most effective AI users aren’t the most technical. They’re the most thoughtful.”
Taylor-Made for This INTIX 2026 Session
Having an executive from Capacity Interactive lead this workshop was a wise decision on INTIX’s part. The company helps arts and culture organizations use AI not just to move faster, but to make smarter, more strategic decisions about where to focus. Taylor leads the firm’s AI Strategy and Integration work, focusing on approaches that are strategic, ethical and human-centered.
Taylor’s background spans digital audience development from off-Broadway to streaming media and has given her a deep understanding of both the creative and analytical sides of audience growth. She concludes, “What makes me the right person for this session isn’t just AI expertise. It’s that I speak the same language as arts and culture marketers. I know how to translate AI into accessible tools and actionable ideas that actually move the needle.”
Editor’s Note: Come to INTIX 2026 in Las Vegas to ignite success and dive deeper into the future of live event ticketing and operations. Register now to be part of the 47th Annual Conference & Exhibition!
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