Salesforce News reports that Salesforce and Live Nation Entertainment announced, at Dreamforce on September 16, 2026, an expansion of Agentforce to bring 24/7 fan support to Live Nation venues across the U.S.
The expansion builds on a pilot at BottleRock Napa Valley, where Live Nation deployed an agentic festival guide called Melody, powered by Service Cloud, that answered questions about artist set times, stage locations and food recommendations while retaining conversation history across a session. Melody was built with a headless React architecture embedded in the BottleRock app and went from concept to production in under 30 days, in partnership with Salesforce's Forward Deployed Engineering team and Professional Services. During the 12-day window before the festival, Melody logged over 37,000 fan interactions and 17,000 customer service sessions, with 85% of fans getting the answers they needed within three responses.
The new product, Venue Agent, applies the same approach across more venues, answering questions on Live Nation venue websites about parking, what to bring, accessible seating and door times. According to Live Nation's own research cited in the release, 78% of fans want this kind of pre-show guidance. Rather than building a separate agent for each venue, Live Nation runs a single agent system on Service Cloud with Data Cloud, which pulls the correct venue-specific information automatically and customizes branding and event details per location. When a fan asks for a human, or the question falls outside the agent's knowledge, the conversation is routed through Slack to the fan engagement team monitoring the system. Salesforce and Live Nation say 95% of questions handled by Venue Agent are resolved without that handoff, freeing the team to focus on other fan-experience work.
The release quotes Jon Glickstein, SVP of Enterprise Partnerships at Live Nation Media and Sponsorship, and Erin Oles, President and Chief Marketing Officer at Salesforce, both framing the rollout as extending the BottleRock results to a broader footprint of venues; no specific venue count or launch date beyond the Dreamforce announcement is given in the release.
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