An AI concierge on the Belgian Grand Prix website guided fans from their first question to checkout, in their own language. Patrick Conway, Head of Sales at Napster, which built the agent, shared the results at aiblLIVE London 2026.
The agent, called Jack, talked to fans out loud, showed them seat views, filled their carts and suggested parking and meals. Napster reports a 70% improvement in conversion rate. Here is how it worked.
All figures as stated on stage by Patrick Conway. They are Napster’s own figures.
An AI concierge is an agent that talks customers through a purchase the way staff at a ticket desk would. Jack appeared as a lifelike face on the Belgian Grand Prix website. Fans spoke to him in their own language, and he navigated the site with them, opening 360-degree seat views and adding items to the cart.
He wasn’t just built to answer questions like a chatbot. He was built to understand needs.
Patrick Conway, Head of Sales, Napster
By spotting what else a fan needed and offering it. In one recorded conversation, Jack recommended premium grandstands, showed the view, then suggested car parks that suited the ticket and added lunchboxes for each day. Conway says Jack would also suggest accommodation, hospitality packages or camper van tickets.
Because talking is faster and feels natural. Conway says people type at about 40 words a minute but speak at about 160. Customers want to ask the way they would at a ticket desk or hotel reception. Jack could still switch to text for fans on a bus or train.
Test it against approved answers before launch. Conway says agents can hallucinate, so Jack ran in a training environment first. Napster checked his answers against the ones the client confirmed as correct. The build took about a week, and Conway puts the non-hallucination rate at about 99%.
Same knowledge, same memory, different front door.
Patrick Conway, Head of Sales, Napster
Patrick Conway is Head of Sales at Napster, which pioneered music streaming in the late 1990s and now builds AI agents for customers and employees. He spoke on the Growth track at aiblLIVE London on 20 October 2026.
If your website answers questions but does not sell, this is a model worth studying. The full PDF goes deeper than this page, in Conway’s own words.
For CMOs, e-commerce leads and customer experience teams in events, travel and retail. Five pages, about a seven-minute read.
