Visitors to the Mersey Ferries Gerry Marsden terminal at the Pier Head in Liverpool can now get help with travel info and local attractions from ‘Jimmy’ the multilingual AI assistant. Tony McDonough reports

Mersey Ferries is now using artificial intelligence to guide visitors at its Gerry Marsden terminal at the Pier Head in Liverpool.

‘Jimmy’ is a new multilingual AI-powered avatar located at the terminal, and also accessible online. He will offer transport information and information on events and local attractions using a “natural, human-like interaction”.

For round-the-clock support, visitors have the option to use a QR code displayed in public spaces around the Liverpool city region to access Jimmy as a web chat.

Developed in collaboration with customer services technology company Sum Vivas and the Local Visitor Economy Partnership, the launch coincides with the city region’s second annual AI Summit, held at nearby ACC Liverpool.

It follows a successful teaser installation during the Labour Party Conference in September, where visitors to the Combined Authority headquarters at Mann Island gained an early glimpse of Liverpool’s next-generation public transport interface.

Cllr Liam Robinson, portfolio holder for Innovation at the CA, said: “The introduction of Jimmy at the Gerry Marsden Terminal is a fantastic step forward.

“It demonstrates how we’re embracing cutting-edge AI technology to enhance the visitor experience and make public transport in Liverpool city region more innovative and passenger friendly.”

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Jimmy will remain based at the Mersey Ferries terminal until early 2026. He speaks 99 languages and automatically responds in the language he is spoken to. In early 2026, Jimmy is expected to move to a local train station.

This next phase will enable the collection of further insights from users across different modes of transport and locations.

Rob Sims, chief executive of Sum Vivas, added: “This collaboration 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.”