Visitors arriving in Southport from around the world are being welcomed by ‘Jimmy’, a friendly AI‑integrated Digital Human designed to provide instant, inclusive and easy‑to‑access local information.
Based at Southport Station, Jimmy will interact with tourists seeking guidance on everything from transport and events to local attractions, helping enhance the visitor experience across the resort, including for those arriving for major events such as The Open Golf Championship.
Jimmy uses cutting‑edge artificial intelligence to deliver a modern, accessible customer service experience for visitors. Whether people are asking about travel connections, things to do or what’s happening locally, Jimmy provides clear, friendly responses in real time.
One of the most striking features of the digital guide is his ability to speak 99 languages, automatically responding in the language he is spoken to. This ensures international tourists can access the same high‑quality information regardless of where they are travelling from.
The initiative aims to remove language barriers while ensuring visitors feel welcomed and supported from the moment they arrive.
Developed in collaboration with customer services technology company Sum Vivas, the project has been delivered with the Liverpool City Region Destination Partnership and supported by the Liverpool City Region Combined Authority.
Jimmy can answer questions not only about Southport, but also about all six areas of the Liverpool City Region, providing up‑to‑date travel reports, local knowledge and tourism information across the region.
This makes Jimmy a useful resource for visitors planning onward journeys or exploring beyond the town.
Visitors don’t have to stay at the station to make use of the digital guide.
By scanning a QR code, tourists can access Jimmy’s databank of knowledge on their smartphones, allowing them to carry information with them while exploring Southport or travelling across the city region.
This mobile access ensures visitors can get help exactly when and where it’s needed.
Jimmy will remain based at Southport Station until August 2026, offering 24/7 multilingual guidance and real‑time insights for visitors throughout peak tourist seasons and major international events.
Lorna Rogers, Liverpool City Region Combined Authority’s Director of Transformation and Digital, 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.”
By combining artificial intelligence with a friendly, human‑like interface, Jimmy represents a new approach to destination support — one designed to reflect the needs of modern travellers while showcasing Southport and the wider Liverpool City Region at their best.
Image credit: iStock
