How Ask Mona is helping Europe’s largest indoor arena turn every audience interaction into a meaningful brand experience.
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Plenitude Arena set itself an ambitious goal: ensuring that every spectator leaves an event with a genuine sense of connection to the venue. This is the vision behind the project launched with Ask Mona.
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Welcoming up to two million visitors every year, Plenitude Arena hosts some of the biggest names and events in pop culture and sport, from Beyoncé to the Top 14 and major international tours. In an industry where programming is controlled by promoters and ticket sales are handled through third-party platforms, building a direct relationship with audiences has become a strategic priority.
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With this ambition in mind, Plenitude Arena decided to develop an AI-powered conversational agent, giving the venue its own distinctive and recognisable voice, capable of speaking to audiences in its own language.
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Bringing the Brand into Every Interaction

The first phase of the project focused on defining the agent’s identity. Its visual design reflects the arena’s website, while its typography, colours and tone of voice have all been carefully aligned with the venue’s brand.
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Whether visitors interact with it on desktop or mobile, the interface adapts to their needs while retaining the arena’s visual identity. Spectators are not speaking to a third-party service added to a website. They are speaking to the venue itself.
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This work goes far beyond appearances. It is a fundamental part of the experience. Since 2017, Ask Mona has been creating conversational agents that reflect each client’s identity, including in the way they formulate their answers. From Live Nation and GL Events to Vinci, every project is designed around the needs and expectations of its end users.
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Before, During and After: Supporting the Entire Spectator Journey

A brand is not only expressed through the design of an agent. It is also shaped by the moments and channels through which that agent communicates.
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This is another key aspect of the project: rather than multiplying communication channels, the objective is to turn existing touchpoints into opportunities to build stronger relationships.
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The agent will be integrated into the website, with an experience designed differently depending on whether spectators are planning their visit from home or accessing it from their phone while on the move.
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It will also be included in the newsletter, allowing subscribers to start a conversation directly from their inbox. On site, it will be accessible through QR codes placed throughout the arena’s concourses, enabling spectators to find information without leaving the venue’s digital environment.
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The aim is to make every interaction between Plenitude Arena and its audiences an opportunity to strengthen the relationship, whether spectators are preparing their visit, finding their way around on the night of a concert or keeping up with upcoming events.
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A Tool for Audience Relationships and Operational Insight

For internal teams, the agent provides something that neither traditional customer service nor satisfaction surveys can deliver at this scale: direct access to what spectators actually want to know.

Every question asked is recorded. Plenitude Arena’s teams can review conversations, identify recurring topics, understand where friction occurs and spot information that may be missing from the audience journey.
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A recurring issue, persistent confusion around ticketing or information missing from the FAQ can all be identified in real time, before they result in a customer service email or a negative online review.
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The dashboard also provides access to key usage metrics, including the total number of users, the volume of messages received, the average number of messages per user, average session duration and average daily users. These insights make it possible to monitor adoption and adjust the experience according to the arena’s event schedule.
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The quality of the agent’s responses is also continuously assessed. An evaluation system reviews each answer and flags those that may be incomplete or insufficiently precise. The knowledge base can then be updated immediately, without waiting for users to report an issue.
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The agent is also directly connected to the Plenitude Arena website. It draws from the site and updates automatically, without requiring intervention from the teams.
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The content they already produce, including event pages, access information, visitor guidance and FAQs, remains where it has always been. The agent uses this content, highlights it and makes it accessible through conversation.
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The teams continue working as they always have. The agent ensures that their work reaches each spectator at the right moment, in the right language and in a conversational format.

Before an event, it helps spectators prepare their visit with confidence, answers practical questions and reduces potential friction on the day.
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On site, it remains available whenever spectators need directions, assistance or last-minute information, without requiring them to leave the arena’s environment.

Afterwards, it continues the relationship, helping audiences extend the experience and discover new reasons to return.
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The agent acts as a companion throughout the entire journey, from the first search to the next ticket purchase.
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A venue that understands what its spectators are looking for, responds in its own voice and learns from every interaction does more than simply welcome audiences. It builds loyalty.

This is what we are creating with Plenitude Arena, and what well-designed conversational AI can make possible across the live entertainment sector.

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