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Dubai’s Coca-Cola Arena has revealed that it is investing in digital technology and artificial intelligence (AI) that will see it launch a suite of new features in order elevate the live experience for residents and international visitors.

Aiming to make the patron experience easier, more engaging and more personalised, the innovations will debut ahead of the Michael Learns to Rock concert on 27th April and across 2025 and aim to enhance fan engagement and drive premium revenue growth

The venue is making the improvements in response to live event attendees seeking quicker service and greater convenience, and include high-impact new digital initiatives, from AI-powered personalisation to immersive seat selection and seamless purchasing.

Mark Jan Kar, General Manager of Coca-Cola Arena, explained “with these investments, Coca-Cola Arena is fulfilling a long-term vision to reimagine live events from the moment a show is announced. By combining advanced AI, immersive technology and consumer-first services, we’re creating a platform for fans to enjoy personalised, unforgettable moments on their own terms within a click of a button.”

The first phase of the rollout is anchored by an AI-powered WhatsApp channel, enabling real-time engagement, ticketing assistance, frictionless navigation and concierge-style services for attendees. The tool delivers personalised interactions at an unprecedented level.

Coca-Cola Arena has also launched 3D-interactive seat views within an interactive map on its website. The feature bridges the digital and physical experiences so fans can preview sightlines and select optimal seats. It is currently live for Dubai Basketball games and will roll out across all live concerts later this year.

Premium experiences are also more accessible now. With the integration of Tabby, Coca-Cola Arena is introducing flexible payment terms, so fans can split the cost of tickets, hospitality and other add-ons across transparent instalment options.

A range of additional high-value add-ons are already elevating the gameday and concert experience. Attendees can skip the queue with pre-ordering food and beverage with their ticket. With Merchandise Click & Collect, unique and limited-edition souvenirs can be ordered online and picked up at express kiosks. Perhaps most important to UAE audiences is access to ultimate premium experiences, with Live Lounge upgrades and access to pre and post-show VIP experiences even after entry.

The updates come as digital expectations continue to climb: 88% of fans in the region say technology improves their viewing experience, according to recent surveys.

The announcement comes ahead of Dubai AI Week 2025, where 8,000 industry experts will join 500 investors and 100 exhibitors from around the world as the UAE works to build global leadership in the digital sector.

AI is expected to contribute approximately 13.6% to the UAE’s GDP, amounting to around AED367 billion (US$100 billion) by 2030.

With an action-packed agenda of concerts and games for 2025, these new features will strengthen Coca-Cola Arena’s status as a global benchmark for smart venue infrastructure, ensuring convenience, excitement and lasting memories for every guest.

Coca-Cola Arena recently upgraded its website with a wide range of new features. For more information about upcoming events and to explore the new enhancements, visit coca-cola-arena.com.

Image credit: Dubai Holding Entertainment.

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