With huge crowds expected to converge on London for the city's iconic marathon this weekend, IT services provider Tata Consultancy Services (TCS), in collaboration with Neurun, has unveiled a map-based tool driven by artificial intelligence (AI) to assist participants and spectators in navigating the event. The London Marathon, first run in 1981, has grown into one of the world's most celebrated mass-participation events, drawing over 56,000 finishers and hundreds of thousands of spectators along the 26.2-mile route in 2025.
The newly launched TCS RunConcierge functions as a &34;digital brain&34; for the marathon, merging official guidance, route support, and course information in real time. Powered by Google Gemini, the platform delivers instant, reliable guidance for users, whether they are runners seeking details about start line logistics or water stations—especially crucial given the forecast of wall-to-wall sunshine—or supporters looking for the best vantage points to cheer on participants and travel efficiently between viewing spots.
How the AI tool works
Users can view their current location on an interactive map, request directions to key event destinations, and access pre-loaded routes with direct links to Google Maps navigation. The tool also suggests personalized follow-up questions and incorporates voice activation for hands-free use while on the move. With support for 60 languages, visitors from around the globe can benefit from the guidance, enhancing the event's international appeal. For runners, an immersive 3D map includes an elevation tracker to help them plan their pacing strategy along the undulating course.
The partnership between TCS and Neurun builds on a foundation of continuous innovation. 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 maintain content quality and identify areas for improvement. This modular approach ensures the tool can be adapted for future events.
Background and context
The London Marathon has a rich history, from its inaugural running in 1981 with just over 7,000 participants to its current status as a global spectacle, raising millions for charity each year. TCS has been the official IT partner of the London Marathon since 2018, providing technology solutions that enhance the runner and spectator experience. The introduction of RunConcierge marks the latest step in leveraging AI to manage the complex logistical challenges of such a large-scale event.
Vinay Singhvi, head of UK and Ireland at Tata Consultancy Services, described the London Marathon as a monumental event, emphasizing the goal of using technology to make the experience as seamless and enjoyable as possible. &34;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,&34; he said.
Neurun founder Cade Netscher noted that the collaboration with TCS has been instrumental in developing RunConcierge for the world's most prestigious marathons, with previous successful deployments at the Sydney and New York City events. &34;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,&34; he said.
Digital twin technology in sports healthcare
In a separate 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, harnessing healthtech to reach her goal. This digital twin allows for real-time analysis of cardiac performance, helping optimize training regimens and prevent overexertion—an example of how AI and IoT are being integrated into sports medicine.
The use of digital twins in athletics is gaining traction, with professional teams and individual athletes employing similar models to simulate physical responses to stress, injury recovery, and performance enhancement. TCS's application to a para-athlete underscores the potential for inclusive technology to break down barriers and support diverse athletes in achieving their ambitions.
Broader impact of AI in sports
AI is increasingly transforming the sports industry, from fan engagement to athlete performance. Tools like RunConcierge represent a shift toward hyper-personalized, real-time assistance for large events, reducing friction and enhancing enjoyment. Meanwhile, digital twin technology offers a glimpse into the future of preventive healthcare, enabling athletes to train smarter and safer. As AI continues to evolve, its role in sports is likely to expand, making events more accessible and athletes more resilient.
The London Marathon weekend will undoubtedly benefit from these innovations, with thousands of runners and spectators leveraging AI to navigate the bustling city. Whether it's finding the quickest route to a viewing point or managing hydration plans, TCS RunConcierge aims to be a trusted companion. And for athletes like Milly Pickles, the digital twin provides a powerful tool to monitor health and pursue record-setting performances.
Source: ComputerWeekly.com News