When OpenAI unveiled its new “Apps in ChatGPT” concept, the idea of running full apps inside a chat interface suddenly felt groundbreaking. But in the ticketing world, one European company had already beaten them to it.

Seatpin, a fast-growing secondary ticket marketplace based in Europe, quietly rolled out its own AI-powered chat assistant, PinAI—a conversational interface that lets users talk their way to the perfect ticket. Think of it as your personal event concierge that actually understands context, preferences, and timing.

While most platforms still rely on endless filters, dropdowns, and rigid search boxes, Seatpin’s PinAI lets you type or say what you want—and it figures out the rest. Whether you’re looking for Premier League tickets this weekend or a techno festival in Amsterdam next month, PinAI instantly scans thousands of listings to recommend the best match. That’s not just smart UX—it’s a quiet revolution in how people find, buy, and even sell tickets online.

From search bars to natural conversation

Seatpin’s founder and CEO Galin Ananiev describes the experience with a grin:

“A user can find the best ticket for an English football match while planning a suitable festival for their upcoming Amsterdam trip and purchase the ticket of their choice in just a few steps.”

And that’s exactly the point. No filters, no clicking through multiple tabs—just a natural conversation that feels almost human.
The secret lies in PinAI’s hybrid design. While it’s powered by AI and natural language understanding, it’s also enhanced with visual buttons, dynamic menus, and real-time data. This blend keeps things intuitive—it’s not just a chatbot spitting text; it’s an interactive assistant guiding you through the entire journey.
PinAI doesn’t just sell tickets—it understands events. It can recommend alternative experiences nearby or related to your interests. Looking for a football match in London? It might suggest a Champions League fixture a few days later or a concert at the same venue.

Turning a transaction into an experience

Buying event tickets has traditionally been one of the least personal online experiences out there. Between bots, resale markups, and generic interfaces, most platforms feel transactional at best. Seatpin’s approach is the opposite: a seamless, conversation-led experience that feels like it was designed for you.
By integrating AI so deeply into the interface, Seatpin has redefined what “personalization” means in ticketing. It’s not about tracking your data for ads; it’s about real-time understanding—what you want right now and how to help you get it. And that’s only the beginning.

The next phase: chat-based ticket selling

Seatpin doesn’t just want you to buy tickets through PinAI—it wants to make selling them just as effortless. Soon, users will be able to manage listings, adjust prices, and even transfer tickets directly through the same chat screen.
Imagine typing, “Sell my Coldplay ticket for 80 euros,” and PinAI handling everything—listing, verification, and confirmation — without ever leaving the conversation.
This unified experience is a glimpse of what’s coming across many industries: a fully integrated chat-based commerce ecosystem. And Seatpin is one of the first real-world examples of it actually working.

Ahead of the curve—and even OpenAI

What’s fascinating is the timing. Seatpin integrated this conversational AI system weeks before OpenAI publicly introduced its “Apps in ChatGPT” infrastructure—a framework designed to let businesses run applications directly inside the ChatGPT interface.
That means Seatpin wasn’t reacting to a trend—it was anticipating one. In a sector often seen as slow to innovate, that’s rare.
It also places Seatpin in the same innovation bracket as global AI-first brands experimenting with conversational commerce—from Shopify’s Sidekick assistant to Expedia’s AI-powered trip planning. But unlike those giants, Seatpin’s tech isn’t just a tool added to the platform—it is the platform.

Where Seatpin fits in the bigger picture

In the broader secondary ticketing space, giants like StubHub, Viagogo, and Ticketmaster Resale dominate by volume—but not by experience. Their interfaces are built around traditional search and sorting logic, not adaptive conversation.
Seatpin’s PinAI represents a different philosophy: interaction over interface. Instead of navigating filters, users engage in natural dialogue. Instead of clicking “next,” they simply say, “Show me something cheaper,” and the AI gets it.
The approach aligns closely with emerging trends in AI-driven UX and conversational commerce, areas highlighted by research from McKinsey and Gartner as key growth drivers through 2026. Gartner predicts that by 2027, over 50% of digital interactions will occur through conversational interfaces. Seatpin is already there.

The bigger takeaway

Seatpin’s PinAI isn’t just another feature—it’s a blueprint for the future of digital experiences. It shows what happens when AI isn’t treated as a gimmick but as the foundation of interaction itself.
While others are racing to integrate chat-based systems after OpenAI’s announcements, Seatpin has already put one into practice—and in a high-demand, high-pressure sector where user experience truly matters.
It’s a strong signal that the future of online marketplaces is conversational—and that innovation doesn’t always come from Silicon Valley. Sometimes, it starts quietly in Europe, one chat at a time.