Cowboys Test AI-Driven Stadium Signage With AT&T Lab
The Cowboys and AT&T are testing AI-driven stadium signage that could shift from wayfinding to concession waits and return-to-seat updates as games progress.
Concept would change concourse screen content by game moment, from navigation to concession and return-to-seat information.
The Dallas Cowboys are working with AT&T’s Proof of Concept Labs on AI-enabled digital signage designed to change what fans see at AT&T Stadium as a game progresses, according to a Sept. 30 report by Inc.
The concept would use screens for wayfinding before and after games. During commercial breaks, signs could show concession-line wait times and how long fans have to return to their seats. Game scores, statistics and weather updates are among the other information described in the report. The report did not establish that the full AI-driven signage concept has been deployed across the stadium.
“Now leveraging AI, that digital signage is pretty intelligent.” — Zee Hussain, Senior Vice President, Global Enterprise Solutions, AT&T Business
AT&T says its labs, established in 1996, help customers test technology in realistic environments before deployment and work with more than 500 enterprise businesses a year. In a separate Cowboys project, the lab and AT&T’s mobility team tested network slicing over its public 5G network to prioritize critical operations beyond the stadium footprint.
The proposed AI-driven signage is distinct from AT&T Stadium Wayfinding, a navigation service AT&T announced for the 2026 season through the Cowboys app and eight interactive kiosks at stadium entrances.
https://about.att.com/story/2026/att-proof-of-concept-labs.html
https://about.att.com/blogs/2026/network-behind-connected-cowboys-gameday.html
