ChatGPT becomes the official guide for Lollapalooza Brazil 2026: OpenAI's first major marketing action in the country
ChatGPT becomes the official guide for Lollapalooza Brazil 2026 in OpenAI's first major marketing action in the country. Learn how it works.
OpenAI announced that ChatGPT will be the official artificial intelligence guide for Lollapalooza Brazil 2026, marking the company's first major marketing action in the country. The festival took place from March 20 to 22 at the Interlagos Autodrome in São Paulo.
How the AI guide for Lollapalooza works
OpenAI developed an exclusive GPT for Lollapalooza Brazil 2026 — a customized version of ChatGPT with specific information about the festival. The assistant provides recommendations based on each person's musical interests and is updated with schedules, stages, and attractions for the three days.
The guide was available in three ways: a dedicated link accessible before and during the event, within the official Lollapalooza app, and through QR Codes distributed throughout the festival space.
In-person activations at the Lolla Lounge
In addition to the digital experience, OpenAI had a physical space at the Lolla Lounge. The public could use kiosks to create personalized images inspired by the festival universe and experience the "ChatGPT Phone Booth" — an installation that allowed conversations with the assistant over the phone in a nostalgic and interactive format.
Development with Brazilian creators
The version of ChatGPT for Lollapalooza was developed with the support of Brazilian content creators, who tested the platform and provided feedback. "We brought together creators deeply connected to festival culture to discuss ideas, test the tool, and provide feedback that helped improve the assistant," said Christian Rôças, Head of Community at OpenAI.
OpenAI's first marketing action in Brazil
"Lollapalooza brings together discovery, culture, creativity, and thousands of people living experiences at the same time. As our first marketing action in Brazil, we want to show how artificial intelligence integrates naturally into this moment of such cultural relevance," explained Maria Clara Fleury Osorio, Head of Marketing for Latin America at OpenAI.
Brazil is one of the top three countries using ChatGPT in the world, with 140 million daily messages and over 50 million monthly users. ChatGPT led in revenue in app stores across Latin America in 2025, with $176 million (AppMagic).
GPT technology for events
OpenAI's GPT tool allows for the creation of customized versions of ChatGPT with specific instructions and information for different contexts — and this same approach can be applied to corporate conventions, fairs, congresses, and any event that needs an intelligent assistant for the audience.
Impact on the events market
The initiative sets a precedent for the use of AI at large-scale events in the country. It is likely that other festivals and corporate events will begin to explore similar technologies — and the experience collects valuable data on how the audience interacts with AI assistants in live entertainment contexts.
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