With huge crowds set to descend on London for the city’s iconic marathon this weekend, IT services provider Tata Consultancy Services (TCS), in partnership with Neurun, has launched a map-based tool powered by artificial intelligence (AI) to help participants and spectators navigate the event.

TCS RunConcierge is said to act as a “digital brain” for the London Marathon, bringing together official guidance, route support and course information in real time – a useful tool for this mass participation event, which saw more than 56,000 runners cross the finish line in 2025 and hundreds of thousands of spectators lining the 26.2-mile route.

Powered by Google Gemini, the platform is designed to deliver instant and reliable guidance for users, whether that be runners seeking information about start line logistics or the location of drinks stops – which will be very much needed with wall-to-wall sunshine forecast on the day – or supporters wishing to locate the best spot from which to cheer on participants or travel as quickly as possible between viewing points.

Users can see their current location on the map, ask for directions to key event destinations and access pre-loaded routes with direct links to Google Maps navigation. The tool also suggests personalised follow-up questions and features voice activation to enable hands-free use on the move. And with 60 languages supported, visitors from all over the world will be able to benefit from the event guidance.

For runners specifically, the immersive 3D map includes an elevation tracker, which could help them plan their strategy. The London Marathon is known for its undulating course, particularly around Cutty Sark and the Isle of Dogs, and having real-time elevation data can be a game-changer for pacing and effort distribution.

The partnership between TCS and Neurun is said to be built on a foundation of continuous innovation. New back-end capabilities include a self-serve admin portal that allows event organisers to manage RunConcierge independently, as well as a unique internal AI agent that tests the platform to help maintain content quality and identify improvements.

Vinay Singhvi, head of UK and Ireland at Tata Consultancy Services, described the London Marathon as a monumental event, with the goal of using technology to make the experience as seamless and enjoyable as possible. “Our partnership with Neurun allows us to innovate at pace, and the enhanced TCS RunConcierge is a prime example of how we are using AI to solve complex logistical challenges, providing runners and spectators with a trusted companion for the moments that matter most,” he said.

Neurun founder Cade Netscher said its partnership with TCS had been instrumental in developing the RunConcierge tool for the world’s most prestigious marathons, with previous successful deployments at the Sydney and New York City events. “For London, we’ve integrated the latest AI advancements to create our most powerful and user-friendly version yet. We are excited to see how it helps thousands of people enjoy a more connected and stress-free marathon weekend,” he said.

AI’s Expanding Role in Mass Events

The deployment of AI at the London Marathon is part of a broader trend where technology is transforming large-scale sporting events. From real-time crowd management to personalised spectator experiences, AI is becoming an integral part of event logistics. For instance, the Ryder Cup recently relied on an AI-driven connected intelligence platform to gain real-time insights and intelligence, while IBM has launched AI tools to grow global tennis reach. These applications demonstrate how AI can handle complex coordination tasks that were previously managed through manual systems.

TCS has a long history of involvement with marathons, having been the title sponsor of the TCS New York City Marathon and the TCS Sydney Marathon. The RunConcierge tool was first introduced at the New York event and has been refined based on user feedback. The London version incorporates the latest generative AI capabilities from Google Gemini, allowing for more natural language interactions and contextual understanding.

The tool also addresses a common pain point for spectators: quickly moving between viewing spots along the route. With the marathon covering 26.2 miles through central and east London, spectators often struggle to find efficient travel routes between points. RunConcierge provides turn-by-turn navigation and estimated travel times, helping fans catch their runners at multiple locations.

Digital Twin Technology for Para-Athlete Training

Separately, as a demonstration of digital healthcare technology in action, TCS has created a digital twin of a para-athlete’s heart that uses sensors and AI to monitor her heart during training sessions. The para-athlete, Milly Pickles, is aiming to complete the London Marathon in under four-and-a-half hours next year, and is harnessing healthtech to reach her goal.

Digital twins are virtual replicas of physical systems that can be used for simulation and analysis. In healthcare, they are increasingly used to model organs and predict how they will respond to stress. TCS’s work with Pickles involves wearable sensors that stream heart rate, oxygen saturation, and other metrics to a cloud-based platform. The AI analyzes this data to identify potential issues and suggest training adjustments. This personalized approach could revolutionize how athletes prepare for endurance events, especially those with physical disabilities.

The combination of AI-powered event guidance and digital twin technology underscores TCS’s commitment to pushing the boundaries of what technology can achieve in sports. The company has invested heavily in AI research and development, with a focus on practical applications that deliver measurable benefits.

Historical Context and Future Implications

The London Marathon, first held in 1981, has always been a showcase for innovation. Over the years, it has introduced chip timing, live tracking apps, and now AI-powered concierge services. Each advancement aims to enhance the experience for both participants and spectators. The 2025 race saw record participation, and the 2026 event is expected to be even larger. By integrating AI, organizers hope to reduce congestion, improve safety, and provide a more enjoyable atmosphere.

Looking ahead, AI could be used to predict crowd movements, optimize volunteer deployment, and even offer real-time translation for international visitors. The success of RunConcierge at the London Marathon may pave the way for similar tools at other major events, such as the Olympics or World Cup. As generative AI continues to evolve, its ability to understand and respond to natural language queries will make these assistants even more intuitive.

Neurun, a relatively young company founded by Cade Netscher, has carved a niche in developing digital concierge solutions for endurance events. Its partnership with TCS provides the scale and resources needed to deploy sophisticated AI at a global level. The two companies have already collaborated on marathons in three continents, and plans for expansion to other events are reportedly underway.

The integration of AI into marathon logistics is not without challenges. Privacy concerns around location data, the need for reliable connectivity throughout the course, and ensuring the tool is accessible to all demographics are all considerations that the developers have addressed. The platform is designed to work offline where possible, and all data is handled in compliance with GDPR regulations.

For the thousands of runners and spectators who will converge on London this weekend, TCS RunConcierge represents a glimpse into the future of event participation. Whether it’s finding the fastest route to the start line, locating a specific water station, or cheering on a loved one from the perfect vantage point, AI is helping to make the marathon experience smoother and more connected than ever before.

Source: ComputerWeekly.com News