AI-integrated digital human ‘Jimmy’ has already been assisting visitors to the Mersey Ferry terminal in Liverpool and now he will be employed to help the world’s golf fans this summer. Tony McDonough reports
Golf fans from around the world descending on Southport for the Open Golf Championship will be able to call on ‘Jimmy’ for assistance.
Jimmy is a friendly AI-integrated digital human created by Liverpool customer services technology company Sum Vivas. He was initially utilised at the Gerry Marsden Mersey Ferry terminal at the Pier Head in Liverpool in October 2025.
Now he will be offering help to visitors at Southport station until August 2026. He will be on hand to assist people visiting the town for the Open, the biggest event in golf which takes place in July at Royal Birkdale.
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.
Lorna Rogers, director of transformation and digital at Liverpool City Region Combined Authority, said: “Jimmy has been created right here in 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.”
Developed in collaboration with Sum Vivas with the Liverpool City Region Destination Partnership and supported by the Combined Authority, Jimmy can answer queries on all six on the city region’s areas, including travel reports and tourist information.
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Rob Sims, chief executive of Sum Vivas, 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.”
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.