Irish financial technology firm Fexco has launched the Croke Park Stadium Assistant, an AI-powered digital platform aimed at improving customer experience at one of Europe’s largest stadiums.

The assistant allows fans to navigate the venue, locate amenities, and access live match updates via a simple QR code.

The platform leverages real-time crowd flow data to provide optimal routes, helping to reduce congestion and streamline visitor movement.

The pilot, conducted during January at the AIB GAA All-Ireland Senior Club Hurling and Football Finals and Allianz League games, received highly positive feedback, particularly for its functionality around live match updates, facility navigation, and alternative seating during adverse weather.

Fexco described the assistant as a first-of-its-kind solution that tests conversational AI in a high-traffic, real-world environment while providing insights to improve operational processes. The company also highlighted that the tool represents an early step toward integrating payment and loyalty features in future iterations.

Croke Park confirmed that the technology reinforces their commitment to improving the stadium experience, noting that it offers fans a personalised, stress-free journey from seat-finding to match updates while giving staff actionable real-time insights to optimise service delivery.

The AI assistant pilot will continue across the League season, appearing at upcoming Allianz League fixtures. Both Fexco and Croke Park aim to use the data gathered to shape enhancements that address fan behaviour, operational efficiency, and customer expectations. Future development plans include personalised offers, loyalty integration, and agentic payment features to create a fully integrated digital stadium experience.

Explore the full details on how AI is shaping stadium experiences in the press release.