A pair of Edinburgh-based entrepreneurs have launched a new AI-powered planning tool to help audiences ‘cut through the noise’ of the Edinburgh Festival Fringe.
As anyone who has stood on the Royal Mile with a dozen flyers in their hand and a juggler shouting in their ear knows, making the most out of a day at the Fringe can be a challenge.
To help people navigate that melee of choice former Fringe performer turned marketing professional Sean Errey has co-developed FringeFlow.Ai, a smart, web-based show planner that creates personalised, walkable day-long itineraries in seconds.
Visitors using the tool can input their preferences – from comedy and theatre to dance or even ‘something weird’ – along with a date and preferred locations.
The tool then builds a full itinerary, complete with showtimes and walking routes.
Crucially, the tool also includes suggestions for food and drink stops between shows, and local cafés, pubs, and restaurants are encouraged to get involved as the festival gets underway.
The platform soft-launched earlier this month and has already attracted positive feedback from seasoned festival-goers and newcomers alike.
“We love the Fringe and the wider festival, but we also know how overwhelming it can be,” said Errey. “When I performed in 2013, I saw incredible small shows struggling to find an audience while others dominated the listings. It’s not simply about talent but about how hard it is to choose on any given day!”
Unlike traditional listings apps, FringeFlow.Ai doesn’t rank shows by budget or buzz. Instead, a built-in randomising algorithm means any show that matches your interests – whether in a large venue or a 12-seat back room – has a fair chance of discovery.
“That randomness is part of what makes the Fringe magical,” said Errey. “We didn’t want to flatten that experience, we simply wanted to make it easier to access.”
There’s nothing to download, no login required, and no charge to use the core service. Audiences can share their itineraries instantly, making it especially useful for groups, first-time visitors or anyone looking to make the most of a single day in Edinburgh.
“This isn’t AI trying to replace creativity – it’s tech designed by people who love and live the Fringe,” insisted Errey. “What we’ve done is build a tool to support discovery, not dictate it. If we make the Fringe more navigable, we make it more inclusive. FringeFlow is about giving more artists a shot at being seen.”
