Since December, 2025 we have been building out our AI Infrastructure. This was an important first step in making sure the AI capabilities we gave our customers was scalable, secure and worked reliably.
We are beginning to roll out the products we have been building on top of that Infrastructure in August and September, 2026:
Participant / Ticket Buyer AI
- RunSignup AI Contact Us Form
- RunSignup AI Customer Service Chatbot V2
- RunSignup AI Results V2
- RunSignup AI Participant Management
Director AI
- RunSignup AI Assistant
- RunSignup AI Insights
- RunSignup AI Reporting
- RunSignup AI Dashboard Actions
- RunSignup AI Briefings (Coming later)
Let’s dive into each one of these below, or you can watch the webinar recording of live demos here.
RunSignup AI Contact Us
This is designed to reduce the customer service burden on event directors by having an option to let AI ask a participant / ticket buyer question with AI. Also, an increasing number of event customers want access to quick answers and are increasingly comfortable with AI, so it is a benefit to them as well.
This is based on the same foundation as the RunSignup AI Customer Service Chatbot V2 and has the following key features to give highly reliable answers:
- Trained on your Website V2 content and FAQ in a secure, separate Knowledge Base for each event
- Any changes in your website content are instantly inserted into the AI training data Knowledge Base
- Uses MCP Tools to access the RunSignup database to get the most accurate information like price, price increases, when registration opens and closes, when the event starts, etc.
- Includes Race Results MCP Tools, so people can ask any result oriented question like a participant’s time and place, how participants compare, if the person runs a certain pace, where will they finish based on past data, etc. more below in RunSignup AI Results.
- Directors can see all conversations on their dashboard.
- Directors can click a button by a question and “Improve Answer” that will get fed to the Knowledge Base so the RunSignup AI answers the question better the next time.
RunSignup AI Customer Service Chatbot V2
Much like the RunSignup AI Contact Us capability, this makes the lives of event directors and their customers better. They use the same AI infrastructure, Knowledge Base and MCP Tools, but just present a different format. AI Chatbots are increasingly familiar to users, and save them time of searching your website for the answer they are looking for.
The AI Chatbot is a flexible Website V2 component. It appears (with your own custom logo, name and welcome message) as a round circle in the bottom right of the website. It can also appear as a component on any (and multiple) pages. So you could have a menu item with a dedicated AI Chatbot, as well as another one on the FAQ page.
We first introduced our AI Chatbot in 2025, and currently over 1,800 websites have enabled it, with over 10,000 questions per month. This Version 2 is based on our new AI Infrastructure. It is faster and more accurate. This is due to the list of features shown above in the AI Contact Us section with instant training, full access to the MCP Tools for accurate data and an integrated experience for event directors and their customers (common training, common list of customer interactions, common ability to improve answers, etc.
See a demo from the webinar here. All current AI Chatbot customers will be automatically upgraded. Any training data they added will be brought over automatically. We expect this new version to release in August, 2026.
RunSignup AI Results V2
We first released the capability to ask the AI Chatbot about results in November, 2025. The new Results V2 is based on a new set of MCP Tools that we have refined to improve answers across a broader set of question types. It will be put into the Contact Us form, the Chatbot and the new Results V2 we are also rolling out in September, 2026. Here are some examples of the types of questions that can be asked and how they are answered:
Individual history in a race question:
Question about place based on mile pace and past results:
Is this a fast race question (how many people finish under 30 minutes for the 8K).
Here is a link to that part of the video demo from the webinar.
RunSignup AI Participant Management
The MCP specification got a major upgrade on July 28, 2026 that supports a common mechanism for interactions. We were part of the early testing of this, and our work on our AI Participant Management features are based on this. (This is one of the benefits of paying attention to the infrastructure and making sure it is modern and flexible!) The key feature is the ability to have a multi-task session that interacts with user interface elements and browser based interactions.
For the purpose of participant management, we need ways to identify the user securely either thru either login or email confirmation (useful especially with our TicketSignup, Membership and new Volunteer products). It also includes Human in the Loop (HITL) logic to make sure the participant really wants to change from the 10K to the 5K, or switch from the 3PM garden tour to the 5PM timeslot.
We have this running internally, but since the spec is so new, we want to do more development and testing. We expect a roll out of a number of participant management features like changing events, getting refunds, deferring, transferring tickets, etc. to be available in Q4. It will include payments as well that will happen on our PCI secure infrastructure via the browser interactions the new MCP model provides for.
Again, this will save time for directors, as well as make event customers very happy. It will be available as a part of the AI Chatbot, and will follow the rules already setup in the event for permissions to do certain tasks as well as changing the extra costs. Longer term, since this is all based on these new standards, customers will eventually be able to make these changes securely right within ChatGPT, Claude and Gemini.
RunSignup AI Assistant
We released the RunSignup AI Assistant last year. It provides event directors with quick AI assistant to create or edit content. Here is the clip from the recent webinar.
RunSignup AI Insights
This is one of the most interesting features for event directors as it basically opens up their event databases to general language questions instead of the more static dashboards, charts and reports we offer. We have built a set of MCP Tools that will be accessed via a chat interface in the various Dashboards event directors use across our products. These will first come to races in September, 2026, but eventually will be available for Tickets, Partners, Timers, Memberships, Volunteers.
Here is just one example among an infinite set of questions that could be asked – in this case simply “Show Registration Trends”:
We have included dynamic graphing capabilities. For timeline charts like above, the little bar at the bottom allows to scroll or narrow and expand the graph to focus on the timeline that you are most interested in. You can also simply ask the AI to change a bar chart into a pie chart, etc. Also change colors (although we try to match the colors of your event :-)).
You can see more examples in the webinar demo here.
RunSignup AI Reporting
Much like AI Insights, we will introduce targeted AI into a wide variety of reports – Donations, Registrations, Tickets, Memberships, etc. Within each of those dashboard pages we will expose just the limited set of MCP Tools to keep Directors focused on what they are looking for, as well as give access to the data that those set of directors have. For example, there might be a sponsor manager or a donation/fundraising manager that only see those pages. We expect this to reach critical mass across the over 100 different reports our platform offers in the first half of 2027.
RunSignup AI Dashboard Actions
This allows a chat interface on individual pages to take actions. Our first example will be the Coupons page. This offers an alternative to our typical point and click interface. The Action based AI will include HITL to assure actions are only taken after a human approves them (no rogue AI actors with RunSignup AI). The best way to view this is watch the demo here.
Here is a screen shot of HITL in action – approving a coupon creation:
We will roll out these actions more slowly since it is often much more convenient to point and click to take actions. But these will also begin to roll out in Q4, 2026.
RunSignup AI Custom Agents
Finally, we expect to offer Event Directors the ability to create their own agents running on RunSignup AI towards the end of the year. One example is using AI Insights to create a comparison report and scheduling it to email to certain people on a weekly basis. Another example will be to set up a schedule email marketing campaign that automatically triggers a series of emails, as well as creates promotional coupons.
Summary
We are very excited about the possibilities of AI for events. We are working very hard here, but we are also trying to be pragmatic and want to make sure we protect our customers and their data.