Tourists visiting Southport from across the world are set to be met by ‘Jimmy’ – a friendly, AI-integrated Digital Human who will interact with people arriving in the resort and needing to access local information.
From transport queries and events to local attraction recommendations, the digital guide embraces cutting-edge AI technology to enhance the visitor experience, including for people arriving in the town for The Open Golf Championship.
Jimmy speaks 99 languages and automatically responds in the language he is spoken to, ensuring as many visitors as possible can access the same friendly, informative service in an inclusive way.
Developed in collaboration with customer services technology company Sum Vivas with the Liverpool City Region Destination Partnership and supported by the Combined Authority, Jimmy can answer queries on all six of the City Region’s areas.
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.”
Home-Grown Innovation and Accessibility
Visitors can even take Jimmy with them by accessing his databank of knowledge on a smartphone via a QR code while they’re on the move.
Rob Sims, Chief Executive of Sum Vivas, noted the impact of this home-grown technology:
“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.”
Enhancing the Regional Welcome
Investing in Jimmy is just one part of a wider suite of measures to strengthen the visitor welcome across the region, including a new Visitor Welcome Centre at the Pier Head and destination ambassador training.
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.
“The insights Jimmy gathers will be invaluable in helping us continually enhance the visitor experience and shape smarter, more inclusive services for the future.”
Suzanne Grant, Chief Commercial Officer and Deputy Managing Director of Merseyrail, added:
“It’s great to see new technology being used to help customers feel welcome and informed as soon as they arrive in Southport.
“With visitors arriving from all over the world, particularly for major events like The Open Golf, initiatives like Jimmy help ensure everyone can access the same friendly guidance and enjoy their time in the town.”
Jimmy will remain based at Southport Station until August 2026, helping visitors with real-time, multilingual guidance and local insights 24/7.
Access Jimmy via the web here.
