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Edinburgh entrepreneurs launch FringeFlow.Ai to help audiences and artists navigate the Edinburgh Festival Fringe
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 and support the thousands of artists who often go unseen.
FringeFlow.Ai is a web-based show planner that creates personalised itineraries, in seconds. Users input their show preferences, whether comedy, theatre, dance or other genres, along with a date and preferred location. The tool then builds a full itinerary, complete with show times and walking routes.
Co-developed by Sean Errey, a former Fringe performer turned marketing professional, alongside a friend with a background in tech, FringeFlow.Ai soft-launched earlier this month.
Sean said: “We love the Fringe and the wider Festival, but we also know how overwhelming it can be.
“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 for Fringe-goers to choose shows on any given day.”
Unlike traditional listings apps, FringeFlow.Ai doesn’t rank shows by budget or buzz. Instead, having a built-in randomising algorithm means that any show that matches 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 Sean. “We didn’t want to flatten that experience; we simply wanted to make it easier to access.”
There is no downloading or 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 at the Fringe. The tool also includes suggestions for food and drink stops between shows.
Sean added: “This isn’t AI trying to replace creativity – it’s tech designed by people who love and ‘live’ the Fringe. What we’ve done is to 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.”
Image: Sean Errey
