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21 November 2025
RunSignup is the first registration and ticketing platform to live-demo an AI agentic commerce transaction, also known as “buy in chat”.
RunSignup, the leading registration and technology provider for endurance events across the United States is the first registration and ticketing platform to live-demo an AI agentic commerce transaction, also known as “buy in chat”. While the current iteration is a prototype and not yet available to customers, it signals a significant step forward toward the future of events and AI.
Buy in chat allows a participant to register for an event using natural language conversation, while still collecting all requisite participant data and waiver agreements and processing payment securely. RunSignup’s initial prototype is focused on TicketSignup’s simple ticket events, with implementations for the more complex calendar-based ticketing and RunSignup registration to follow.
To start, buy in chat functionality operates inside RunSignup’s own chatbot. However, functionality will eventually be available through popular LLMs like ChatGPT and Google, reinventing the event registration process. RunSignup is also working to expose public race data to major LLMs via an MCP, enabling LLMs to efficiently find race data. The result? Event discovery and purchase will be able to take place together, through one single, secure chat.
RunSignup Founder and CEO Bob Bickel said, “We are incredibly excited about the new, more interactive future for events. Today’s demo of buy in chat for tickets is just the beginning. We are continuing to build out RunSignup’s own chat infrastructure while our backend payment processor, Adyen, works with major LLMs to understand and meet the standards for transaction processing. In the end, we’ll be able to offer event participants a unified experience where they can identify an event of interest and register in a quick, user-friendly way, without ever navigating from their chat. This means easier discovery, fewer distractions, and lower dropout rates for our customers.”
RunSignup’s efforts toward buy in chat are just one of the company’s recent advancements in AI. In October, they made the free RunSignup AI Chatbot (Beta) for customer support available to all customers. Since then, more than 400 races have enabled their own custom-branded AI Chatbot. Two additional recent updates include:
As the RunSignup AI Chatbot matures, it will begin to incorporate more capabilities, such as participant management and buy in chat options.
To learn more and see the buy in chat demo, visit: https://info.runsignup.com/2025/11/20/the-future-of-registration-runsignup-demos-buy-in-chat/
RunSignup, an employee owned company, is the leading event solution delivering the art of technology to endurance events and nonprofits. More than 30,000 events use our free and open platform to register over 10 million annual participants, raise more than $3 billion and grow their events. Our expertly crafted, open and all-in-one solution powers event revenue generation and supporter engagement through flexible registration, free event websites, free email marketing, integrated fundraising, and a suite of RaceDay Real-Time products. No subscriptions, no plans, no monthly fees.
To find out why customers like the Richmond Marathon, American Cancer Society, Vacation Races, and RaceDay Events use RunSignup, visit www.runsignup.com.
