Seat Unique has become the first premium experiences platform to launch an app within ChatGPT, marking a major step forward in how fans discover and access official VIP experiences at live events.
The launch introduces a new, AI-powered discovery channel for premium tickets and hospitality across live sport, music, and cultural events - bringing Seat Unique’s offering into a conversational environment used by more than 800 million people each week. Through this integration, more than £150 million in premium inventory can be discovered and refined using AI-powered search, helping users find the perfect event and experience tailored to their preferences. Once selected, users can seamlessly click through to purchase official tickets directly via Seat Unique’s platform.
As consumer behaviour shifts towards more intuitive, AI-led interactions, Seat Unique is leading the way by reimagining how fans search for premium live events. Rather than navigating traditional websites, users can now ask ChatGPT questions such as “the best football experience in London” or “what’s on at Co-op Live”, and receive personalised recommendations instantly.
This conversational approach is particularly powerful around major live moments, where demand is high and timing is critical. For example, a fan exploring what’s on in Manchester could be guided towards upcoming shows at Co-op Live, while also being presented premium hospitality options for Manchester City fixtures happening the same week. This brings together music and sport in a single, connected journey, helping users uncover high-value experiences they might otherwise miss.
“Fans don’t think in filters and categories - they think in their own terms and their own words,” said Phillipa Hicks, Co-Founder and Chief Product Officer at Seat Unique. “By launching the first premium experiences discovery app within ChatGPT, we’re meeting users where they already are and transforming how they find and engage with live events.”
Built around conversational search, the app allows users to explore and refine their preferences in real time, with recommendations that adapt dynamically based on intent. It also enables inspiration-led discovery, suggesting experiences users may not have initially considered, while providing the ability to compare hospitality packages side by side with clear visibility on pricing and inclusions - all within a single, seamless interface.
From discovery through to selection, the entire journey takes place within ChatGPT, creating a seamless and engaging experience that reflects how modern audiences explore and choose live events.
“AI is fundamentally changing how users discover live experiences,” said Murray Rowan, Chief Technology Officer at Seat Unique. “Launching within ChatGPT opens up an entirely new discovery channel, combining personalisation, conversational search and real-time comparison at scale.”
This launch positions Seat Unique at the forefront of innovation in the ticketing and hospitality space, as AI becomes an increasingly important gateway for discovery. As audiences continue to adopt conversational platforms, brands that can deliver personalised, frictionless experiences will help define the future of live events.
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