Live events are unforgiving—especially at a global scale.

When millions of people engage with events like the FIFA World Cup, every second matters. Ticketing inquiries, access issues, schedule updates, streaming problems, and last-minute changes all hit at once. Customer expectations spike instantly, volumes surge without warning, and even a brief delay can ripple into lost revenue, negative sentiment, and brand damage.

In moments like these, customer support is no longer a back-office function. It becomes a mission-critical reliability layer—one that determines whether the experience holds together or breaks under pressure.

Traditional contact centers weren’t built for this reality. They struggle with sudden, massive demand fluctuations and lack the real-time intelligence needed to respond at scale. That’s why organizations managing FIFA-level live events are increasingly relying on AI contact center solutions—not as an enhancement, but as essential infrastructure.

This blog explores the role of AI contact centers for live events, how they enable real-time customer support, and why platforms like GALE AI contact center are becoming critical to delivering seamless, error-free live event customer engagement when there’s zero room for error.

Why Live Events Break Traditional Contact Centers

To understand the value of AI contact centers, it’s important to first understand where legacy systems fail.

Live events expose the structural weaknesses of traditional contact centers faster than almost any other scenario.

Common Challenges During High-Stakes Events

• Unpredictable demand surges that overwhelm phone lines and chat queues

• Long wait times lead to abandoned calls and lost revenue

• Manual call routing that delays urgent issues

• Agent burnout caused by repetitive, high-volume queries

• Limited visibility into real-time issues as they unfold

In an event-based environment, customers don’t tolerate “please wait.” A delayed response can mean a missed booking, a lost seat, or a ruined customer experience.

This reality forces a shift in approach. Event-based customer support requires systems designed for speed, scale, and reliability—by default, not as an afterthought.

AI Contact Centers as the Reliability Layer for Live Events

This is where AI contact centers fundamentally change the equation.

An AI contact center for live events acts as a stabilizing force during chaos. Instead of reacting after systems are overwhelmed, AI-driven platforms are built to anticipate, absorb, and adapt to sudden demand spikes.

They handle thousands of interactions simultaneously while maintaining consistent performance—regardless of traffic volume.

What a “Reliability Layer” Actually Means

• Always-on availability during peak moments

• Predictable performance under volatile demand

• Instant, consistent responses across voice and chat

• Seamless escalation only when human expertise is required

This reliability is what allows organizations to protect revenue, brand credibility, and customer satisfaction—especially when the stakes are highest.

With that foundation in place, the next question becomes: what specific capabilities matter most during live events?

The Core Capabilities That Matter During High-Stakes Live Events

Not all AI contact center solutions are built the same. During live events, a few core capabilities determine whether a system scales—or collapses.

1. Real-Time Customer Support at Scale

Live events generate thousands—sometimes millions—of simultaneous inquiries:

• “Is my ticket confirmed?”

• “What gate do I enter?”

• “Why isn’t my access link working?”

• “Can I upgrade my seat?”

AI-powered contact centers deliver real-time customer support by responding instantly—without queues, delays, or manual intervention.

Key advantages include:

• Zero wait times during peak traffic

• Immediate resolution of repetitive queries

• Consistent information delivery across channels

This ensures customers get answers when they need them, not minutes later—when the moment has already passed.

2. Intelligent Call Routing for Critical Issues

Speed alone isn’t enough. During live events, prioritization matters just as much.

Not every inquiry carries the same urgency or business impact.

Intelligent call routing uses AI to:

• Detect urgency and intent in real time

• Prioritize high-impact or revenue-critical calls

• Route complex issues to the right agents with full context

As a result, critical problems do not get trapped in generic queues, while routine inquiries are handled automatically through intelligent contact center automation.

3. Event-Based Customer Support That Adapts in Real Time

Live event demand is never static. It evolves minute by minute.

AI contact centers dynamically adjust to:

• Pre-event surges (ticket sales, registrations, confirmations)

• During-event issues (access problems, schedule changes, emergencies)

• Post-event follow-ups (refunds, feedback, rebooking)

This adaptability is essential for event-based customer support, where yesterday’s workflows quickly become irrelevant.

At this point, capability matters—but so does execution. That’s where purpose-built platforms come in.

GALE AI Contact Center: Designed for Live Event Pressure

GALE AI contact center, by Tollanis Solutions, is purpose-built for high-volume, high-stakes environments.

Unlike generic automation tools, GALE is designed to operate as a frontline reliability layer—especially during moments when failure isn’t an option.

How GALE Supports Live Events

• Handles thousands of concurrent voice and chat interactions

• Maintains conversation memory, enabling seamless channel switching

• Understands intent, urgency, and context in real time

• Operates 24/7 without performance degradation

GALE doesn’t replace human teams. It protects them, absorbing peak demand and escalating only what truly requires human expertise.

Live Event Customer Engagement Across Voice and Chat

Reliability also means meeting customers where they are.

Modern customers expect flexibility. Some prefer calling. Others prefer chat. Many switch channels mid-conversation—especially during high-pressure moments.

GALE enables consistent live event customer engagement by:

• Supporting voice and chat simultaneously

• Preserving context when switching channels

• Delivering consistent responses across touchpoints

The result: customers never have to repeat themselves, even when time is critical.

But conversations alone aren’t enough. What happens after the interaction matters just as much.

Turning Conversations Into Actionable Workflows

Live events don’t just generate questions—they generate operational work.

Refunds, escalations, follow-ups, and incident resolution all need to happen fast and without manual coordination.

Why Workflows Matter

Without structured workflows:

• Issues fall through the cracks

• Teams lose visibility

• Response times slow down after the event

By connecting AI-driven interactions to workflow platforms like monday—a Bronze Partner of Tollanis Solutions—organizations can:

• Automatically log issues

• Trigger tasks and escalations

• Align teams in real time

This transforms customer conversations into coordinated action, not operational chaos.

Business Impact: Why AI Contact Centers Are a Strategic Advantage

When implemented correctly, AI contact center solutions deliver measurable business value—especially during live events.

Tangible Outcomes

• Faster response and resolution times

• Higher customer satisfaction scores

• Reduced agent workload and burnout

• Improved lead capture during peak interest moments

• Stronger brand trust during critical interactions

Instead of operating as a cost center, the contact center becomes a strategic growth enabler.

This impact becomes even clearer when looking across industries.

Industries Where AI Contact Centers Are Mission-Critical

While live events span many sectors, some industries feel the pressure more acutely.

Key Use Cases

• Sports & Entertainment: Ticketing, access control, real-time updates

• Event Management: Registrations, logistics, on-site support

• Travel & Hospitality: Booking changes, surge travel inquiries

• E-commerce: Flash sales, limited-time drops

• Media & Broadcasting: Live streaming and access issues

In each case, AI contact centers for live events ensure reliability when demand peaks suddenly.

Trust, Security, and Compliance During Live Events

High-stakes events often involve sensitive customer data and time-critical decisions.

Enterprise-grade AI contact centers prioritize:

• Secure data handling

• Compliance with industry standards

• Transparent escalation paths

This builds trust—not only with customers, but also with internal stakeholders and partners.

The Human + AI Model: The Future of Event Support

AI doesn’t eliminate human agents; it amplifies their effectiveness.

By handling:

• High-volume repetitive queries

• Initial triage and routing

• Context gathering

AI enables human agents to focus on:

• Complex problem-solving

• High-empathy interactions

• Critical decision-making

This human-plus-AI model delivers better outcomes for customers, agents, and the business.

Preparing Your Contact Center for the Next Live Event

Success during live events is rarely accidental. It’s the result of preparation.

Key Readiness Checklist

• Scalable AI contact center infrastructure

• Real-time visibility into demand and issues

• Intelligent call routing rules

• Integrated workflows and escalation paths

• Post-event analytics and optimization

Preparation transforms unpredictability into opportunity.

Conclusion

Live events do not allow retries.

When demand spikes and expectations peak, customers remember one thing. Was your brand available, responsive, and reliable when it mattered most?

Organizations that invest in AI contact center solutions gain more than scalability. They gain resilience. With Tollanis Solutions, businesses can deliver real-time customer support, handle unpredictable demand, and maintain consistent live event customer engagement across voice and chat without overwhelming human teams. 

When paired with intelligent workflows through tools like monday.com, support conversations turn into coordinated action instead of operational friction.

In high-stakes moments, reliability is not just support.
It is the experience.

Ready to make your contact center event-ready?
Talk to Tollanis Solutions about how GALE helps you build an AI-powered reliability layer designed for live events before the next surge hits.