Skip to content

Meet the AI assistant set to help Open golf fans

News imageLCR A digital depiction of a young man wearing a white top with the Visit Liverpool logo on a large screen with some text captions in the top right corner. A man with glasses can be seen on the right using the service on screen.LCR
The digital avatar Jimmy will provide transport and local information for Open visitors

An AI assistant who can speak 99 languages has been created to welcome visitors to The Open golf championship in Southport this summer.

Known as Jimmy, the digital avatar at the town's station will provide multilingual information on transport, local events and attractions.

The assistance, which can also be accessed on a smart phone via a QR code, has been created by Liverpool-based AI firm Sum Vivas.

Its chief executive Rob Sims said: "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."

News imageReuters Rory McIlroy carries his golf club as he walks through a crowd of photographers and camera operators. They are surrounded by scores of fans on a golf green. They are on the 17th hole at Royal Portrush Golf Club, Northern Ireland at the 2025 Open.Reuters
Golfer Rory McIlroy (centre) played at last year's Open in his native Northern Ireland, which attracted a record 278,000 fans

More than 200,000 spectators are expected to attend the annual tournament at Royal Birkdale between 12 and 19 July.

The development of "Jimmy" for the 154th Open has been supported by the Liverpool City Region Combined Authority.

Lorna Rogers, director of transformation and digital at the organisation, said: "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."

Listen to the best of BBC Radio Merseyside on Sounds and follow BBC Merseyside on Facebook, X, and Instagram. You can also send story ideas via Whatsapp to 0808 100 2230.

More like this story