Using Dialogflow Ticketmaster connects people with tickets and events faster through conversational applications

The world’s top live-event ticketing company is Ticketmaster. Founded in 1976, Ticketmaster sells +500 million tickets annually in 29 different countries all over the world. Recognising the ever-increasing accuracy and power of NLP (Natural Language Processing), Ticketmaster turned to the Dialogflow conversational technology to provide faster and more personalised services for their customers.

“The opportunities around conversational tools are huge,” says Patrick Jackson, a Ticketmaster software engineer. Ticketmaster saw tremendous possibilities for offering an improved browsing experience, a better way of searching for events, and even providing directions to venues and parking. “These conversational interfaces allow us to make a really quick and helpful experience—in some cases, more so than opening an app or website. Our goal is to be your assistant for finding events and getting tickets,” Jackson adds.


The Ticketmaster Action on Google

Before Ticketmaster started using Dialogflow in January 2017, the Ticketmaster team investigated several other platforms and competing technologies. “We recognized the pros and cons of many of them and decided on Dialogflow,” Jackson explains. The Ticketmaster team had three main reasons for choosing Dialogflow:

  1. Easy and quick to start building: The team saw minimal coding and effort needed to get their conversational application up and running.
  2. Amazing experience for developers: The incredible intuitive development environment allowed the Ticketmaster team to quickly and easily choose how the conversational experience should look, feel, and sound.
  3. Simple to scale: The conversational experience would be able to scale well as the user base grew.

Even though the team did not have a lot of natural language processing experience, the team easily used Dialogflow’s tools to create good and compelling voice user experiences. “It was great to leverage Dialogflow’s expertise in machine learning and natural language processing, so we can concentrate on the stuff that we knew how to do”, Jackson says. “Dialogflow made it easy for us to add an intent and to make sure that our system was trained to understand the names of thousands of different musical artists. Dialogflow’s simplicity and flexibility let us concentrate on the back end—handling the domain of event discovery and ticketing, which is our area of expertise.”

Jackson’s team was also impressed by the accuracy of Dialogflow’s NLP and understanding. “It’s mind-blowing how well the system translates my speech and that of everybody around me,” he says. For example, a Ticketmaster customer can simply say to the Google Assistant on their Android or iOS phone, “Talk to Ticketmaster” and then directly ask Ticketmaster, “What fun events are happening this weekend?” Ticketmaster will then show a list of venues, dates, and times. By interacting with the conversational application, the customer can purchase tickets directly through an existing Ticketmaster account.


A showcase of an order

“Dialogflow helped our team get a conversational experience up quickly without spending a lot of hours coding,” Jackson says. The team plans to use Dialogflow’s cross-platform capabilities to scale up their efforts and launch the conversational experience to more devices with the Google Assistant built-in, to more platforms such as Amazon Alexa, Facebook Messenger, and Cortana, and to international markets. A dedicated omnichannel strategy. “We’re just recognizing the power of Dialogflow,” Jackson adds. “I’m starting to feel that this is a new wave of human-computer interaction.”

Of course Ticketmaster will keep refining the system, “we feel we’ve created something that does sound pretty close to human,” Jackson says. The Ticketmaster team continues to improve the user journey using DialogFlow. “Once we know users better, we can make better recommendations for events that might interest them and help them purchase tickets effortlessly. I’d love to do that for more people and that’s how we’ll know we’ve succeeded.”

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