Image Source: Variety
Live Nation is making a major technology push at Ticketmaster, appointing former Amazon executive Jim Freeman as chief technology officer while creating new leadership roles focused on artificial intelligence, data science and product development.
The executive shake-up comes as Ticketmaster faces persistent bot attacks and increasing pressure to make ticket purchases more secure, accessible and user-friendly. The company announced the appointments on Oct. 19, 2026, describing the changes as part of a broader effort to place AI at the center of its ticketing operations.
Live Nation’s Ticketmaster Launches a Bold AI Overhaul
Freeman will oversee Ticketmaster’s technology strategy, including the development of AI tools, the integration of machine learning across the organization and the use of automation to improve fan experiences. His appointment fills a chief technology officer position that had been vacant since February.
The role was previously held by Carlos Alvarez-Coch, Ticketmaster’s London-based CTO. Alvarez-Coch left the company ahead of a deposition connected to the U.S. government’s antitrust trial involving Live Nation and its ticketing division.
Freeman joins Ticketmaster after working as a senior adviser at Permira. He previously served as a vice president at Amazon, where he helped build and launch Prime Video and worked on related device and distribution partnerships. That background gives him experience spanning streaming, digital products and large-scale technology platforms.
Three Executives Take on Critical Technology Roles
Ticketmaster also named Rachel Smith as its first senior vice president of data science and machine learning. Smith is a veteran of Block, the financial technology company that owns music service Tidal. Her responsibilities will include expanding data analytics and improving the connection between Ticketmaster’s data systems and product development.
Chuck Mortimore was appointed senior vice president of product. Mortimore has held product roles at Disney and Stripe, giving him experience in both entertainment technology and digital payments. At Ticketmaster, he will help shape product strategy, improve account and ticket access, and support efforts to address the company’s bot problems.
- Jim Freeman: Chief technology officer overseeing AI and enterprise technology adoption.
- Rachel Smith: Senior vice president of data science and machine learning.
- Chuck Mortimore: Senior vice president of product leading product strategy and customer improvements.
Raige.ai Team Joins Ticketmaster’s Technology Push
As part of the expansion, Ticketmaster is also integrating the team from Raige.ai, an artificial intelligence startup acquired by the company in July. The group is expected to help accelerate AI adoption across Ticketmaster while building the infrastructure needed to support new machine learning applications.
The move suggests that Ticketmaster is pursuing AI on several fronts rather than limiting the technology to customer service or internal automation. Potential areas of focus include identifying suspicious purchasing activity, improving ticket discovery, helping users navigate their accounts and creating more personalized interactions for fans.
“Reliable, secure and personalized experiences depend on how effectively we use technology and data,” Saumil Mehta, Ticketmaster’s global president, said in a statement, according to Variety. He added that the new executives and the Raige.ai team would help the company move faster, develop better tools and deliver stronger outcomes for fans, artists, venues and clients.
Why the AI Strategy Matters for Fans and Venues
Ticket bots have been a longstanding challenge for the live entertainment industry. Automated programs can purchase large quantities of tickets in seconds, making it harder for individual fans to obtain seats and potentially contributing to rapid sellouts and resale markups.
Ticketmaster’s new product and data leadership will be expected to strengthen defenses against those systems while making legitimate purchases smoother. That could involve more advanced identity checks, real-time fraud detection, improved account security and better ways to distinguish genuine customers from automated traffic.
For artists and venues, the technology investment could provide more reliable sales data and stronger tools for managing high-demand events. For fans, the goal is a less frustrating experience, from finding tickets to accessing them after purchase.
Still, the strategy arrives amid intense scrutiny of Live Nation and Ticketmaster’s influence in the concert and ticketing markets. Any technology changes will likely be judged not only by their effectiveness but also by how transparently they affect consumers, sellers and the broader live music economy.
Frequently Asked Questions
Who is Ticketmaster’s new chief technology officer?
Jim Freeman has been appointed Ticketmaster’s chief technology officer. He previously worked as a vice president at Amazon, where he helped launch Prime Video and related device and distribution partnerships.
Why is Ticketmaster expanding its AI leadership?
The company says it wants to improve security, personalize fan experiences, expand AI tools and combat bot activity that can interfere with ticket purchases.
Who is Rachel Smith?
Rachel Smith is Ticketmaster’s first senior vice president of data science and machine learning. She previously worked at Block, the owner of Tidal.
What role will Chuck Mortimore play?
Chuck Mortimore will serve as senior vice president of product. He is expected to guide product strategy, improve account and ticket access, and help address bot-related challenges.
