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: A Digital Brain for the Marathon
TCS RunConcierge is designed to act as a “digital brain” for the London Marathon, bringing together official guidance, route support and course information in real time. This is 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 delivers instant and reliable guidance for users. Runners can seek 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. Supporters can locate the best spot from which to cheer on participants or travel as quickly as possible between viewing points.
Key Features of the AI Tool
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. With 60 languages supported, visitors from all over the world can benefit from the event guidance.
For runners specifically, the immersive 3D map includes an elevation tracker, which can help them plan their strategy. This is particularly valuable given the rolling terrain of the London Marathon course, which includes notable inclines around Cutty Sark and Tower Bridge.
The partnership between TCS and Neurun is built on a foundation of continuous innovation. New back-end capabilities include a self-serve admin portal that allows event organizers to manage RunConcierge independently, as well as a unique internal AI agent that tests the platform to help maintain content quality and identify improvements.
Industry Leaders on the Innovation
Vinay Singhvi, head of UK and Ireland at Tata Consultancy Services, described the London Marathon as a monumental event and emphasized the goal of using technology to make the experience as seamless and enjoyable as possible. He noted that the partnership with Neurun allows TCS to innovate at pace, and that the enhanced TCS RunConcierge is a prime example of how AI can solve complex logistical challenges, providing runners and spectators with a trusted companion for the moments that matter most.
Cade Netscher, founder of Neurun, highlighted that the partnership with TCS has 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, Netscher said his team integrated the latest AI advancements to create the most powerful and user-friendly version yet, and expressed excitement about how it will help thousands of people enjoy a more connected and stress-free marathon weekend.
AI in Action: A Digital Twin 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. This innovative application of digital twin technology allows real-time tracking of cardiac performance, enabling personalized adjustments to training intensity and recovery.
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. Her digital twin provides a dynamic virtual replica of her heart, continuously updated with data from wearable sensors. AI algorithms analyze heart rate variability, oxygen consumption, and other metrics to detect early signs of overexertion or cardiovascular strain. This not only enhances performance but also improves safety, a critical consideration for para-athletes with unique physiological needs.
Broader Implications for AI in Sports
The deployment of AI at major sporting events is becoming increasingly common. Tennis tournaments use AI to analyze player movements and predict match outcomes, while rugby events rely on connected platforms for real-time insights. The London Marathon’s adoption of Google Gemini-powered navigation represents a significant step in making mass participation events more accessible and enjoyable. As AI continues to evolve, tools like RunConcierge could become standard for large-scale gatherings, reducing confusion for first-time attendees and veteran participants alike.
TCS has been a long-standing partner of the London Marathon, and its commitment to leveraging AI for practical benefits reflects broader trends in event management. By combining cloud computing, natural language processing, and geospatial data, the platform demonstrates how AI can turn a complex logistical puzzle into a seamless user experience. With the addition of a self-serve portal for organizers, future events can easily adapt the tool to their specific needs, potentially extending its use beyond marathon weekends to other large-scale public events.
The digital twin project further underscores the potential of AI in sports medicine. By creating highly accurate virtual models of athletes’ physiology, trainers and medical staff can simulate different training scenarios and intervene before injuries occur. As the technology matures, digital twins could become a standard part of athletic preparation for both elite and amateur athletes, revolutionizing how we approach fitness and health monitoring.
For the thousands of participants expected at this weekend’s London Marathon, RunConcierge offers a practical way to navigate the bustling streets of the capital. Whether it’s finding the nearest water station, avoiding overcrowded viewing spots, or simply getting to the start line on time, the AI assistant aims to remove stress and let the runners focus on the 26.2 miles ahead. With sunshine forecast, the tool’s focus on hydration points and shade maps may be particularly welcome.
As the marathon proceeds, data collected from RunConcierge will likely inform future versions, refining the AI’s responses and expanding its capabilities. The combination of real-time user feedback and continuous learning algorithms ensures that the platform evolves with each event. For now, London’s runners and fans have a new digital companion at their fingertips, ready to help them go the extra mile.
Source: ComputerWeekly.com News