Host cities roll out AI concierges for FIFA World Cup fans

Soccer fans during the World Cup will have artificial intelligence as a “new option for finding things to do, places to stay, and ways to get around in various host cities,” according to Steven Melendez of FAST COMPANY. Multiple host cities are “deploying specially developed AI assistants and virtual concierges” that they say will “deliver curated, relevant, and up-to-date facts and guidance for visitors.” Frisco, Texas — home to Toyota Stadium, the Swedish national team’s World Cup base camp — has worked with the AI travel planning service GuideGeek on an “AI assistant called Frankie that can answer questions about hotels, restaurants, shopping, and activities” in the Dallas-area city. Visit Frisco Dir/Marketing & Communications Cori Powers said that the bot has “seen a rise of questions about World Cup planning, along with other questions related to summer vacations.” GuideGeek’s multilingual capability has also “proven useful” in N.Y., where NYC Tourism + Conventions has “deployed two GuideGeek-powered bots: Ellis, targeting business event planners, and Libby, aimed at tourists and travelers visiting the city.” The tourism organization deployed Libby last year, “motivated in part by the World Cup.” An “Official NYNJ World Cup Concierge” will also be “available with the backing of the official FIFA World Cup New York New Jersey host committee, built with a company called Neurun” (FAST COMPANY, 5/26).

PRICE CHECK: The AP’s Rico & McMurray wrote already fans have been “outraged to discover that getting to some stadiums via rail will come with another hefty bill.” Officials insist that they “aren’t trying to rip off fans, but are instead just trying to cover the costs of security and expanded train service without being a drain on taxpayers.” Yet fans “see it as just another way that tournament organizers are burdening fans who are already paying huge sums to visit the U.S.” Unlike past hosts, some state and local officials have been “less willing to swallow the costs, arguing they should be covered by FIFA” (AP, 5/26).

AMERICAN DREAMING: In Newark, Allison Pries notes “appearances by athletes, brand activations, giveaways, watch parties and more” will be part of the 39-day Dream Fan Fest at American Dream. American Dream Dir/Public Relations & Head of Sports Marketing Gregg Schwartz said that the complex is “expecting 2 million visitors over the 39 days of the World Cup.” American Dream “sees visitors from all 50 states and more than 120 countries each year,” but they are “making an extra effort to capture the World Cup tourists.” American Dream is “working closely with all of the federations” that will play matches in N.J., tourist groups. Schwartz said that the mall is “using digital marketing and has been hosting influencers and media from around the world the last few months” (Newark STAR-LEDGER, 5/27).