Ticketmaster’s chief technology officer believes the company is on the verge of releasing a major development in the fight against scalpers and bots.
Jody Mulkey, speaking to the SportTechie website, said the company’s data science team under John Carnahan, Live Nation’s chief data officer, is close to completing work on an artificial intelligence project that will be able to identify “abusers” of the system and “real fans”.
Mulkey said the company has been investing heavily in machine learning and artificial intelligence over the last five years, as the growth of scalping and the resale market has led to criticism from fans, the music industry and lawmakers around the world.
Now, after a successful test period, Ticketmaster believes a proprietary algorithm could prove crucial in restoring the sector’s reputation.
“John and his team leverage the wealth of resources and data we have at Ticketmaster to create products to support the abuse prevention area of our business that focuses on battling bad actor bots and abusers of the ticketing system that work against our mission to get verified tickets into the hands of real fans,” Mulkey told SportTechie.
“The team is currently bringing a new product to the market that uses a proprietary algorithm that helps Ticketmaster and our clients ensure that we get tickets into the hands of real fans.
“After several recent launches, I was beaming with pride knowing that our team created the technology that allowed an artist’s dedicated fans direct access to tickets for the show.”
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