Live Nation Unveils Agentforce Expansion for Fan Support
Live Nation Entertainment, a leading live entertainment company, has expanded its use of Agentforce, a system powered by Salesforce's Service Cloud and Data Cloud. The goal is to provide fans with 24/7 support when attending events at Live Nation venues across the US.
The expansion builds on the success of Melody, an agentic festival guide that debuted at BottleRock Napa Valley in 2026. Melody used Service Cloud to provide personalized recommendations and answers to fan questions about artist set times, stage locations, and more.
With Venue Agent, Live Nation aims to give fans access to useful information before and during events. Fans can ask questions about parking, event information, and venue specifics, with 95% of questions answered without needing human intervention. This allows the fan engagement team to focus on innovative initiatives that benefit both fans and teams.
'The best technology makes the live experience feel easier,' said Jon Glickstein, SVP of Enterprise Partnerships at Live Nation Media and Sponsorship. 'With Venue Agent, we can give fans fast, reliable answers 24/7.'