Attack of the Jones: Cowboys Debut Jerry AI Model

Dallas Cowboys fans can now take their complaints directly to "Jerry Jones" at AT&T Stadium this season. … via an “AI Jerry.”

There is a great disturbance in The Force.

AT&T Stadium will at least partly resemble Darth Vader's Imperial Star Destroyer this season, as fans will have an opportunity to interact with a hologram in the likeness of Dallas Cowboys owner Jerry Jones. The virtual Jones' responses will be generated through artificial intelligence, creating what the stadium has referred to as a "unique, interactive experience."

NEW at #ATTStadium: Meet Jerry Jones – An Interactive Experience. Ask @dallascowboys' Owner Jerry Jones questions and get his responses generated by AI technology for a unique, interactive experience.

Learn More ➡️ https://t.co/JZYtOdLgj1 pic.twitter.com/b6V9AbZ8wj

— AT&T Stadium (@ATTStadium) September 7, 2023

In video released by the stadium on Thursday, fans are regaled by the pixelated Jones' relaying "his" purchase of the Cowboys. While certainly set to be one of the more unique game day attractions across the NFL's 30 stadiums, it's unlikely that fans will get the true answers they seek: one fan, for example, asks faux Jones why the Cowboys partnered with AT&T, which prompts a reply about the communication company's connection to America and Alexander Graham Bell (the inventor of the telephone).

A statement on the Cowboys' website makes it clear what sort of queries its virtual subject is expecting.

"This interactive technology gives tourgoers the opportunity to ask Mr. Jones a variety of questions ranging from his early life and upbringing, to his collegiate football playing days at Arkansas, early business ventures, and his time as the team's Owner, President, and General Manager."

Photo: AT&T Stadium on X

In other words, don't expect a generated response for, say, Mike McCarthy's job security or next year's draft. 

A chance to talk to faux Jones will also be available for tours at The Star in Frisco. At it stands, the Jones conversation is part of the "Owner's Experience" tour, where tickets cost $55 apiece.