Fans heading to Southport for The Open Golf Championship in July are going to be guided by a new AI assistant called Jimmy which speaks 99 languages and will help visitors navigate their way to and from the tournament.
Fans heading to The Open Golf Championship are going to be guided by a new AI assistant called Jimmy.
Visitors are expected to flock to Southport, on the UK’s east coast, for the annual tournament in July to see stars including Rory McIlroy and Justin Rose and local officials are introducing a new AI guide which speaks 99 languages and will help visitors navigate their way to and from the event by answering questions about transport and providing information about nearby attractions to help improve their trip.
Lorna Rogers, Director of Transformation and Digital at the Liverpool City Region Combined Authority, said: “Jimmy has been created right here in the Liverpool City Region, but this technology isn’t about innovation for its own sake – it’s about improving people’s lives, enhancing public services, and solving real local challenges.
“By embracing responsible, human‑centred AI, we’re setting a benchmark for how regions can use technology to be more inclusive, more responsive, and more welcoming. Jimmy shows what can be achieved when we put purpose-driven innovation at the heart of our visitor experience and our public transport network.”
The technology behind Jimmy was created in conjunction with technology company Sum Vivas and Rob Sims, the firm’s Chief Executive, added: ““Jimmy brings the City Region’s personality and warmth to life, offering visitors real-time, multilingual guidance and local insights 24/7.
“It just shows how home-grown innovation can enhance tourism, improve accessibility, and make the region an even more welcoming destination for visitors from all over the world.”
As well as being seen on a screen at the town’s station, visitors can also take Jimmy with them by using a QR code to download the assistant onto their phone so they can ask questions on the move.
Jimmy’s language capability is put on show as the assistant will answer a question in the language in which it is asked.
Local officials are hoping Jimmy can eventually be put to use across the region including in a new tourist information centre.
Natalie Wyatt Managing Director of the Liverpool City Region Destination Partnership said: “Jimmy represents a major step forward in how we welcome and support visitors across the Liverpool City Region.
“Visitors expect a warm, memorable experience when they arrive here, and Jimmy helps us deliver that in a fresh and exciting way. By combining cutting‑edge AI with locally validated insight, he can answer questions with quality answers for visitors – whether they’re here for The Open or exploring our region for the first time.
“Investing in Jimmy is just one part of a wider suite of measures from LCRDP to strengthen the visitor welcome across the region, including a new Visitor Welcome Centre at the Pier Head and destination ambassador training due to be rolled out in the coming months.
“The insights Jimmy gathers will be invaluable in helping us continually enhance the visitor experience and shape smarter, more inclusive services for the future.”
Golf fans to be guided by AI assistant at The Open
