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 while supporting the thousands of artists who often go unseen.

FringeFlow.Ai is a smart, web-based show planner that creates personalised, walkable day-long itineraries in seconds. Those using the tool simply input their preferences – from comedy and theatre to dance or even “something weird” along with a date and preferred location. The tool then builds a full itinerary, complete with showtimes and walking routes.

Co-developed by Sean Errey, a former Fringe performer turned marketing professional, alongside a long-time friend with a background in tech, FringeFlow.Ai soft-launched earlier this month and has already attracted positive feedback from seasoned festival-goers and newcomers alike.

Sean says: “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 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.

Sean commented: “That randomness is part of what makes the Fringe magical. 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.

Sean adds: “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 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.”

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 – part of a wider effort to support local business.