AI Digital Human unveiled in Southport

An interactive multilingual AI avatar has been unveiled in Southport Station to guide tourists visiting the town ahead of the Open Golf Championship in July.

The ‘Digital Human’, named ‘Jimmy’, will greet visitors at the station and answer queries on topics ranging from transport to sightseeing recommendations. It was developed in collaboration between Liverpool City Region Destination Partnership and the customer services technology company Sum Vivas, with the support of the combined authority.

Lorna Rogers, Director of Transformation and Digital at the Liverpool City Region Combined Authority, said that the technology was about more than “innovation for its own sake”.

She said: “[I]t’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’ speaks 99 languages and automatically responds in that which he is spoken to. He is able to answer questions on all areas of the Liverpool City Region, and can also be accessed through a phone via a QR code.

Rob Sims, Chief Executive of Sum Vivas said: “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.”

The insights gathered by ‘Jimmy’, which will remain at Southport Station until August 2026, will aid the Liverpool City Region Destination Partnership in shaping services to improve visitor experience in the future.