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Mersey Ferries took a bold step into the future today as it hosted a new AI-powered Avatar to guide visitors at the Gerry Marsden Terminal.
Appearing on a large screen, ‘Jimmy’ delivers natural, human-like interaction at the terminal, which is one of the region’s busiest travel hubs.
The cutting-edge digital guide provides support to visitors at the terminal on Liverpool’s Pier Head. 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.
From transport information and events to local attraction recommendations, the code allows smart phone users to access Jimmy’s databank of knowledge at the terminal, and while they’re on the move.
Developed in collaboration with customer services technology company Sum Vivas and the Liverpool City Region Destination Partnership, the launch coincides with the city region’s second annual AI Summit, being 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 Liverpool City Region Combined Authority said: “The introduction of ‘Jimmy’ at the Gerry Marsden Terminal is a fantastic step forward, demonstrating how we’re embracing cutting-edge AI technology to enhance the visitor experience and make public transport in the Liverpool City Region more innovative and passenger friendly.”
“This is yet another example of the work we’re undertaking to deliver Mayor Steve Rotheram’s vision of establishing the region as a global leader in the application of “AI for Good”, improving public services and solving local challenges.”
Jimmy will remain based at the Gerry Marsden Terminal until early 2026, helping Mersey Ferries engage with visitors and gather valuable insights into the information people need in public transport settings.
In a major step for accessibility and inclusion, Jimmy speaks 99 languages and automatically responds in the language he is spoken to, ensuring that visitors from around the world can access the same friendly, informative service.
In early 2026, Jimmy is expected to move to a local train station, expanding his reach across the Liverpool City Region. This next phase will enable the collection of further insights from users across different modes of transport and locations, further informing the region’s smart city and digital inclusion strategies.
Rob Sims, Chief Executive of Sum Vivas said: “We’re incredibly proud to partner with Liverpool City Region to introduce Jimmy — a friendly, AI-integrated Digital Human built right here in the Liverpool City Region. Jimmy brings the city’s personality and warmth to life, offering visitors real-time, multilingual guidance and local insights 24/7.
“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.”
This collaboration between Mersey Ferries, Local Visitor Economy Partnership, and Sum Vivas represents a forward-thinking investment in both customer experience and AI technological leadership, putting Liverpool City Region at the forefront of digital innovation in public transport and visitor support.
