ISMT study reveals that Artificial Intelligence improves the experience at music festivals

2025-07-03

A study conducted by professors and researchers at the Instituto Superior Miguel Torga (ISMT), in Coimbra, reveals that the application of Artificial Intelligence (AI) can significantly contribute to improving the experience of participants at music festivals.

According to the study, the use of intelligent technologies — such as chatbots, personalized recommendation systems or automated ticketing — has a positive impact on the perception of safety, the organization of the event and the emotional connection of festival-goers with the festival brand.

The coordinator of the study, João Lopes, emphasizes that AI, when applied with a focus on the user, “helps to create more fluid, useful experiences that are tailored to individual preferences, without taking away the focus of what is essential: the music, the conviviality and the atmosphere of the event”.

The analysis focused on festivals held in Portugal where technology played an active role in managing the audience experience. The data collected shows that clear communication, intuitive navigation in applications and real-time support increase participants' confidence and strengthen their engagement with the event. Among the benefits identified, the reduction of frustrating situations - such as long lines, information failures or disorientation in the venue - stands out, as well as the ability of AI to adapt suggestions to each user's personal taste. The study also points out that participants who reported more positive experiences were also the most receptive to the presence of technology in future events, associating AI with greater comfort, convenience and personalization. This work reinforces ISMT's commitment to applied research with social impact, focused on the cultural, technological and communication dynamics of the contemporary world.

See the media coverage of the study here