Frisco Turns to AI 'Frankie' to Guide World Cup Visitors

The AI-powered travel assistant aims to help tourists navigate the city's restaurants, attractions, and transportation.

Feb. 4, 2026 at 3:07pm

Got story updates? Submit your updates here. ›

As Texas prepares to host several 2026 World Cup matches, the city of Frisco is launching an AI-powered travel assistant called 'Frankie' to help visitors navigate the area. Frankie is designed to answer real-time questions from travelers about dining, local attractions, transportation, and events without requiring them to download a dedicated app.

Why it matters

With hundreds of thousands of international visitors expected for the World Cup, Frisco is using innovative technology like Frankie to improve how it communicates with tourists unfamiliar with the area and provide them instant access to the information they need.

The details

Frankie was created by Frisco-based company GuideGeek Technology and is aimed at steering visitors toward a wider range of restaurants, entertainment areas, and attractions beyond just the top search results. The AI assistant can update its recommendations in real-time based on factors like time of day, location, and changing conditions like traffic or events.

  • Frisco is preparing to host several 2026 World Cup matches.
  • The Frankie AI assistant is launching ahead of the World Cup.

The players

Frankie

An AI-powered travel assistant designed by Frisco-based company GuideGeek Technology to help World Cup visitors navigate the city.

GuideGeek Technology

A subsidiary of Matador Network that created the Frankie AI assistant.

Marla Roe

Executive director of Visit Frisco.

Ross Borden

CEO of Matador Network.

Got photos? Submit your photos here. ›

What they’re saying

“Frisco is gearing up to welcome visitors from around the world, and Frankie helps us meet that moment with innovation and hospitality.”

— Marla Roe, Executive director of Visit Frisco

“People are often surprised at how much Frisco offers, with over 500 restaurants, year-round sporting events and so many other attractions. Frankie is designed to help fans, families, business travelers and more unlock all Frisco has to offer—whether they're coming from another city in Texas or a country halfway around the world.”

— Ross Borden, CEO of Matador Network

What’s next

Frankie will continue supporting visitors, meeting planners, and local users long after the 2026 World Cup matches are played.

The takeaway

By launching the innovative Frankie AI assistant, Frisco is demonstrating how cities can use technology to better serve and communicate with the influx of global travelers expected for major events like the World Cup, providing visitors instant access to the information they need.