Dallas Cowboys turn to AI to tackle a game-day frustration fans know too well
AT&T’s latest technology could change how Cowboys fans experience game day
Leaving your seat for food at an NFL game comes with an uncomfortable calculation: is there enough time to grab something and get back before the next big play? The Dallas Cowboys want technology inside AT&T Stadium to help fans make that decision with more information and less guesswork.
According to Inc ., the Cowboys are working with AT&T’s Proof of Concept Labs on dynamic stadium signage. Screens could display concession wait times and indicate how much time fans have to return to their seats during commercial breaks. They would also help visitors find their way around the venue and provide scores, statistics and weather updates.
How the Cowboys want AI to change the stadium experience
The idea is to make screens more useful at each stage of a visit. Directions matter when people arrive or leave; during a break in the action, the more pressing question may be whether a food line is worth joining. Zee Hussain, senior vice president of Global Enterprise Solutions at AT&T Business, told Inc. that artificial intelligence is helping signage evolve beyond historically static displays. However, the report does not specify a stadium-wide launch date for every function described.
Other additions have already been announced for the 2026 season. AT&T and the Cowboys extended their partnership in September, outlining navigation tools accessible through the Cowboys app and stadium kiosks. The announcement also introduced Starbase Connection, an AI-powered feature that turns photos submitted by fans into personalized Cowboys hype videos displayed on stadium boards.
That gives the technology two distinct roles: helping people move through the stadium and bringing them into its entertainment. Fans can also use augmented reality to create photos with Cowboys players, legends and cheerleaders, while a mixed-reality attraction lets them catch virtual passes from Dak Prescott . These are separate experiences from the proposed concession and commercial-break information, even though they depend on the same broader connectivity investment.
Making those experiences work requires more than an impressive screen. AT&T says the venue supports approximately 22 terabytes of data traffic on an average game day, with more than 90,000 fans attending. Its network supports mobile ticket scanning, concessions, apps and operational systems, alongside approximately 3,500 televisions and 3,000 Wi-Fi access points. Two independent network paths allow traffic to be rerouted if one is disrupted.
The testing behind that infrastructure is where the laboratory enters the story. Established in 1996, AT&T’s Proof of Concept Labs now supports more than 500 enterprise customers annually , according to the company. Businesses can evaluate applications and network configurations before deploying them in live environments, where a failure could interrupt service or operations. The program has expanded from early networking tests into areas including 5G, security and networks supporting AI.
For the Cowboys, AT&T specifically confirms testing a public 5G solution that gives critical event operations a prioritized lane on the network . That work addresses activities extending beyond the stadium into surrounding areas where traditional Wi-Fi may not reach. It is intended to inform future deployments as the team’s event footprint grows.
For fans, the practical test will be straightforward: does the technology make attending a game easier? A personalized video offers a memorable moment. Reliable directions and useful information about a concession line could have a more immediate payoff helping someone return to their seat in time to see the play they came for.
