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03/02/2026

The Croke Park Stadium Assistant

Fexco has launched its latest innovation in customer experience, ‘The Croke Park Stadium Assistant’. Powered by Fexco’s SmartAssist Platform, this digital assistant is a first of its kind technology, that will enhance the stadium experience for visitors and staff alike.

The innovative digital assistant means that navigating a stadium has never been easier. Using real-time information, the tool allows visitors to map the best route to their seat, locate the nearest toilets or vendors, and access match information by simply scanning a QR code and interacting with the platform. Equipped with real time data, users get advice on optimal routes based on current crowd flow, helping to reduce congestion and improve the overall customer experience.

Piloted in January at the AIB GAA All-Ireland Senior Club Hurling and Football Finals, and Allianz League games in Croke Park, fan feedback from the initial trial has been hugely positive with key areas of interaction around live match updates, facilities and location finding throughout the pilot area in the Hogan Stand, and even interactions on alternative seating when the weather took a turn for the worst during the games played on January 24th.

As this pilot continues, both Fexco and Croke Park see it as an invaluable learning opportunity that will deepen their understanding of how fans move through and experience the stadium. By analysing real conversations, questions and engagement patterns, the team can identify what matters most to visitors and where further enhancements can be made. This insight driven approach ensures that future iterations of the assistant will be shaped directly by customer needs, helping to create an even more intuitive and enjoyable match day experience.

Speaking about the rollout of the AI Digital Assistant in Croke Park, Martin Ryan, Executive Director, Fexco Group said: “Fexco has a long history of driving innovation to support customer needs, and the Croke Park Stadium Assistant marks our latest development in this space. This first of its kind tool optimises customer experience by piloting the use of AI in a high-traffic, real-world environment. We see this as the first step in testing how conversational technology can evolve and enhance the wider transaction space, with a view to integrating agentic payment features at a later stage. We’re excited to see how this technology further develops, and are proud to partner with Croke Park, as one of Europe’s most impressive stadiums.”

Noel Quinn, Head of Marketing at Croke Park, also spoke about the innovative technology and how it will enhance event experiences for visitors and staff: “This is a first of its kind technology in Ireland, and highlights Croke Park’s continued commitment to improving visitor experience. Technology is constantly evolving and it is brilliant to see it being used in this setting, where it will enable smoother experiences and processes for visitors and staff. From a fan’s perspective, they get a personalised, stress-free experience, from finding their seat to checking match updates. For staff, the real-time insights will hugely benefit our ability to further optomise an already excellent fan experience – it’s a win-win for both.”

The pilot will continue throughout the League campaign, next appearing at the two Allianz League fixtures in Croke Park on February 14th and 21st The long-term plan for the technology is to expand its capabilities to include personalised offers, agentic payments and loyalty integration, creating a seamless digital stadium experience.

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