The Football Association (The FA)
Project Overview
The FA partnered with our team to digitally transform their annual event by replacing printed agendas, simplifying check-in, enhancing navigation, and introducing real-time intelligent assistance through Ask Gloria AI.
The result was the most seamless, modern, and intuitive event experience The FA has delivered to date - backed by strong praise from organisers, delegates, and senior leadership.
Objectives
- Build a bespoke events application with an AI overlay for the FA's events
- Remove all printed schedules in favour of a digital-first experience
- Streamline attendee check-in
- Provide personalised “Your Schedule” event timelines
- Reduce pressure on event staff
- Embed Ask Gloria AI as an in-app assistant for real-time questions
- Ensure ease of use for every attendee, including tech-averse delegates
- Deliver the app rapidly and to the FA’s precise requirements
Results
Flawless Delivery & Smooth Event Execution
Chloe reported: “From an event perspective, everything seemed to go smoothly, and the app worked well throughout.”
Delegates, organisers and senior leadership all echoed this sentiment.
Will added: “I’ve received numerous messages praising how well the app worked on the day.”
This confirmed the stability and reliability of both the app and the embedded Ask Gloria AI assistant.
Fast, Simple, Slick User Experience
Attendees described the app as:
- Quick
- Simple to use
- Slick
- Informative
Chloe shared: “We've received feedback that the app itself worked quickly, simple to use, was slick and informative…”
This UX quality was particularly impactful for tech-averse delegates - including those in senior roles.
Ask Gloria AI: The Event’s Intelligent Assistant
A tailored version of Ask Gloria AI was embedded into the event app, giving attendees instant, conversational access to information such as:
- “What time is my next session?”
- “Where is this talk being held?”
- “Who is the speaker?”
- “What’s happening after lunch?”
Ask Gloria delivered:
- Real-time answers
- Personalised responses based on each delegate’s schedule
- A simplified, accessible navigation method
- Reduced interruptions for event staff
This demonstrated Ask Gloria’s flexibility - showing how an enterprise AI assistant can also power live event experiences.
“Your Schedule” Eliminated Confusion
In previous years, delegates regularly asked where they needed to be.
This year, that problem disappeared completely.
Chloe highlighted:
“In the past we have had people asking where they needed to be etc and this year we didn’t get that so the schedule and specifically the ‘your schedule’ section must have been effective.”
Zero Printed Materials - With Zero Complaints
The FA went fully digital for the first time.
Chloe noted: “Great that they didn’t have to carry anything additional around with them like with the printout… No one seemed to miss the printout.”
This shift modernised the experience and simplified logistics for staff.
Outstanding Stakeholder Feedback
From Will Dignon, Senior Business Manager:
Will reinforced the success of the project, acknowledging both the performance of the app and the quality of delivery:
“Just to follow up on the back of Chloe’s email and extend my thanks for your hard work and the quality of your work in building the app.”
“Positive feedback from Andy as well as Chloe as the conference owner is the best feedback you could get.”
“The speed and quality in delivering the app to our specific requirements was really appreciated.”
His comments showcased not only the success of the final product, but also the strong service and development partnership throughout the project.
Leadership Approval
Even senior figures known to be tech-averse were impressed.
Chloe wrote: “Andy Ambler… seemed overall very happy with the app – although he is one of those tech-averse people we’ve mentioned a few times!”
This demonstrated the accessibility and intuitive design of the app.
Check-In Notes for Future Events
A small number of attendees were momentarily unsure at check-in due to adapting to a new digital process - not due to any issue with the app.
Chloe clarified:
“Some attendees… were a bit flustered when asked to download and check in using the app… rather than any issues with the app itself.”
The FA plans minor process improvements next year.
Conclusion
The FA’s custom event app - enhanced with the intelligence of Ask Gloria AI - delivered a modern, frictionless, and highly praised event experience.
Key outcomes:
- Zero printed materials
- Zero schedule confusion
- Reduced staff workload
- Real-time AI assistance
- Fast and intuitive UX
- High satisfaction from all levels of the organisation
Will summarised this perfectly: “Thank you… for your support and service during the app’s development. The speed and quality in delivering the app to our specific requirements was really appreciated.”
Will Dignon Senior Business Manager
Chloe added: “Thank you so much… we really appreciate the amount of time and effort that went into it.”
Chloe Beggie PA to Director of Pro Game Relations and General Counsel
"This project stands as a strong demonstration of how Ask Gloria AI can power not only enterprise knowledge access, but also live events, schedules, and real-time delegate assistance."