The entertainment company is rolling out an automated customer service tool to handle venue inquiries following a pilot deployment at a California music festival
Cloud ComputingSecondary HeroSports & EntertainmentCloud ComputingArtificial IntelligenceSalesforceBusiness InnovationCloud ComputingBusiness InteligenceBusiness Management
Redação Portal ERP
Sep 16, 2026
T|Fonte:18px
2min read
Salesforce, a cloud-based software company specializing in customer relationship management, and Live Nation Entertainment, a global live entertainment and ticketing provider, announced the expansion of Live Nation’s use of Agentforce to handle automated customer support across venues in the United States.
The expansion follows a pilot deployment at the BottleRock Napa Valley music festival. During the event, Live Nation debuted Melody, an artificial intelligence agent powered by Salesforce Service Cloud. Attendees used the tool to query artist set times and stage locations, and to receive food and scheduling recommendations. The system maintained conversation history and session context to process follow-up questions.
Built with a headless React architecture embedded in the festival’s application, Melody was deployed in under 30 days in partnership with Salesforce’s engineering and professional services teams. During the 12-day launch window leading up to BottleRock 2026, the agent logged over 37,000 interactions and 17,000 customer service sessions. According to the companies, 85% of users received their requested information within three responses.
Following the pilot, Live Nation is rolling out Venue Agent to handle queries across its venue websites. The system answers questions regarding parking, prohibited items, accessible seating, and door times.
The architecture uses a single agent system powered by Service Cloud and Data Cloud. Instead of building separate bots for each location, Venue Agent queries Data Cloud to retrieve venue-specific information. If a user requests human assistance or asks a question outside the agent’s programmed parameters, the conversation routes through Slack to a live engagement team. Currently, 95% of questions handled by Venue Agent are resolved without requiring human intervention.
“The best technology makes the live experience feel easier,” said Jon Glickstein, SVP of Enterprise Partnerships, Live Nation Media and Sponsorship. “With Venue Agent, we can give fans fast, reliable answers 24/7, from planning their night to navigating the venue. Bringing that support to our venues across the U.S. means that fans arrive ready to enjoy the show.”
“The opportunity with AI is to make experiences people already love even better,” said Erin Oles, President, Chief Marketing Officer, Salesforce. “Live Nation proved that at BottleRock, deploying Agentforce in under 30 days could help thousands of fans navigate the festival. Now they’re building on that success across their venues, giving fans personalized support whenever they need it and making every step around the show a little easier.”
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