The Technology Behind the TCS London Marathon

Almost 60,000 runners are expected at the start line for the TCS London Marathon this weekend, not to mention an estimated 800,000 spectators watching on, reports British news website MyLondon. 

That’s a lot of people to organise race registrations for, respond to their queries and coordinate around the city. 

TCS is relying on its RunConcierge, an AI-powered tool developed by Tata Consultancy Services in partnership with Neurun and supported by Google’s Gemini 3.0 AI.

Trialled at the TSC New York City Marathon in November 2025, the platform has been upgraded for runners, supporters and spectators to gain real-time guidance during race week and on marathon day.

To date, the app has had more than 75,000 downloads. 

A smarter assistant in your pocket

The concierge’s headline feature is the Ask Anything capability. 

In previous years, sports events apps relied on rigid FAQs. If a specific question wasn’t in the database, users were out of luck. 

Now, thanks to Gemini, the RunConcierge acts as a digital companion that can handle complex, user-specific queries. Whether a runner is asking about the nearest hydration station or a spectator is hunting for a family-friendly viewing spot near Cutty Sark, the AI provides fast, context-aware and accurate responses.

The new personalised follow-up chat recognises patterns in user queries. For example  if you ask about road closures at Tower Bridge, it might intelligently suggest follow-ups about nearby transport links or estimated runner arrival times. It keeps the guidance flowing without the user needing to start a new search from scratch.

Breaking the language barrier

The London Marathon is a global event. To reflect this, TCS has expanded the platform’s language support from six languages to 60. 

This gives international participants and the city’s diverse local communities access to critical safety and event information in their native tongue.

3D mapping for planning ahead of race day 

The app now features interactive 3D maps paired with an elevation tracker synced to the user’s exact location. 

Spectators also benefit from real-time overlays and road closure data, making it easier to navigate the city’s crowded arteries without getting stuck behind a barrier.

The invisible AI workforce

Another update is the introduction of an internal AI agent. This isn’t a feature for the public but a quality assurance tool that constantly tests the platform and flags content improvements. It means the app is learning and optimising itself in real time, even as the race progresses.

The London Marathon's tech has grown from basic tracking into a must-have guide. 

At the TCS Run Club this week, Paula Radcliffe OBE, former long-distance runner and three-time London Marathon champion, spoke about her journey into running, reflecting on how tech amplifies inspiration and keeps runners connected.

Using AI, the concierge aims to make the huge event easier to navigate and more personal for every runner and fan.