Visit Frisco rolled out a new digital teammate just in time for a global spotlight. Frankie, an AI-powered travel assistant, is now live on visitfrisco.com, giving visitors a faster, more personalized way to plan trips and explore everything Frisco has to offer.

Built using GuideGeek artificial intelligence technology from Matador Network, Frankie delivers curated recommendations, custom itineraries and real-time answers through a conversational, easy-to-use experience.

The launch comes as Frisco prepares to welcome a surge of domestic and international visitors tied to major events surrounding the FIFA World Cup 26.

Meet Frankie

Frankie appears as a small soccer-ball avatar in the bottom-right corner of Visit Frisco’s website, offering travelers a friendly entry point to start planning. Users can ask anything from where to stay and eat to what events are happening during their visit. Frankie responds with tailored suggestions, complete with links, photos, maps and even a direct option to connect with the Visit Frisco team for additional support.

Powered primarily by content from Visit Frisco’s own website, Frankie stays aligned with the organization’s voice, tone and marketing priorities. Travelers can share preferences and interests, allowing the assistant to shape recommendations around what matters most to them.

Preparing For A Global Stage

Frankie’s debut reflects a broader effort to modernize visitor services as Frisco’s profile continues to rise.

“Frisco is gearing up to welcome visitors from around the world, and Frankie helps us meet that moment with innovation and hospitality,” says Marla Roe, executive director of Visit Frisco. “This tool gives travelers instant access to the information they need while giving our team deeper insights into visitor interests, behaviors and the types of experiences they’re seeking. It’s a great assist for our guests and a scored goal for our partners.”

While the World Cup helped spark the timing, Frankie is designed for long-term use, supporting leisure travelers, meeting planners and even locals well beyond the tournament.

Smart Tech, Real Insights

Behind the scenes, Frankie is already proving valuable. GuideGeek analytics show strong early engagement, with users spending an average of 2 minutes and 27 seconds interacting with the assistant. Common questions center on events, parking and transportation, along with things to do around Frisco.

The integration also helps Visit Frisco better highlight partner offerings, understand visitor demographics and gather first-party data, creating a smarter, more responsive tourism ecosystem.

As Frisco continues to grow as a destination, Frankie adds a digital concierge to the lineup, ready to help visitors navigate the city with confidence, curiosity and a little bit of tech-powered hospitality.

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