At SeatGeek, growth brought complexity across customer support, analytics, and finance. Manual processes slowed response times, data lived in silos, and teams spent too much time reacting instead of improving the fan experience.
As Joe Blanchett, Director of Business Systems at SeatGeek, puts it: “Supporting our fans is our number one priority.”
Anything that gets in the way of that experience quickly becomes a problem worth solving.
Automating support to get back to what matters: fans
Before introducing AI-driven automation, SeatGeek’s support team spent a staggering amount of time on work that didn’t directly help customers.
Agents were manually triaging and routing incoming support tickets — a task that consumed more than 100 hours every week. As Joe explains, “All of that time meant we weren’t getting back to the customer.”
SeatGeek replaced that manual effort with AI-powered issue routing, using Workato to orchestrate the process end to end. With a well-designed prompt and AI handling classification behind the scenes, the workflow was fully automated.
The impact was immediate. “We’ve automated that completely,” Joe says, “and now we can get back to our fans and support their issues a lot faster.”
Beyond faster response times, the automation delivered meaningful cost savings, freeing the support team to focus on what actually matters.
When dashboards stop working
As SeatGeek scaled, analytics complexity grew alongside it.
Finance and analytics teams were expected to answer high-stakes questions quickly — why a forecast missed, why revenue dipped, what changed in the business. But getting to those answers often meant hopping between dashboards, stitching together context from multiple systems.
The problem wasn’t the data, it was the interface.
Conversational analytics powered by MCP
Instead of navigating dashboards, SeatGeek is moving toward conversational analytics, where teams talk to their data.
MCP acts as the connective layer, giving AI agents access to the same internal and external data sources teams once had to analyze manually. “The new analytics interface is going to be conversational,” Joe explains.
For finance teams, this shift is transformative. Questions that once required days of analysis can now be answered in minutes. “That analysis will happen in a matter of minutes instead of a matter of days or weeks,” Joe notes.
This speed matters, especially when executives are waiting. As Joe describes it, leaders are often “on the clock,” and faster insight means faster, better decisions.
Orchestration as the foundation for AI at scale
AI alone doesn’t create impact without coordination.
At SeatGeek, Workato serves as the orchestration layer that connects business systems, automations, and AI models into production-ready workflows. “Workato for us is really that connective tissue that connects all of our business systems together,” Joe says.
That role existed before AI and remains just as critical as AI becomes embedded across the business.
This foundation allows SeatGeek to move faster, experiment confidently, and turn AI from one-off use cases into scalable capabilities.
What SeatGeek’s journey shows
SeatGeek’s experience reflects a broader shift happening across modern organizations:
- AI delivers the most value when paired with orchestration
- Automating decision bottlenecks is just as important as automating tasks
- Speed is a competitive advantage for fans and for leadership
- The future of analytics is conversational, not dashboard-driven
Or, as Joe sums it up after seeing AI outperform legacy approaches: “AI is here and it’s here to deliver.”