Storyline · 16 events · Aug 1, 2023 – Nov 2026
Emma, the City of Amarillo's website digital human (2023-2026)
On August 1, 2023 the City Council voted 5-0 to award Dell Technologies a contract not to exceed $582,948.89 to develop a "digital human" and associated AI and "knowledge fabric" for the City website, digital literacy and 311 functions. The assistant, named Emma and built with Dell and UneeQ, was tested with resident volunteers in 2024 and went live on amarillo.gov in late 2024 (the City's own accounts give October 1 and December). It answers questions by text or speech in English and Spanish using information from City websites. The council renewed Dell's hosted digital-human agreement for $553,052 in December 2024 (5-0) and $252,489.97 in September 2025 (4-0, ARPA broadband/digital inclusion funds). On October 13, 2026 a $49,500 ARPA-funded renewal was pulled from the consent agenda after public comment; the council took no action, and staff were asked to return at the next meeting or in November with options, including an in-house alternative.
A storyline groups dated events in order. It is a chronology, not an argument; it does not say why anything happened. All storylines
- Technology
- Leadership & governance
- Contracts & procurement
- Federal & state funds
- Utility rates & billing
- Votes & elections
· Origin
Council awards Dell Technologies up to $582,948.89 to develop a website "digital human"
Consent item 8.O awarded Dell Technologies a contract, not to exceed $582,948.89 under Texas DIR contract DIR-TSO-3763, for "the development of a Digital Human and all associated Artificial Intelligence and Knowledge fabric to support website, digital literacy, and 311 functions." Councilmember Josh Craft asked that the item be considered separately; after Assistant City Manager and CIO Rich Gagnon presented it, the council approved it 5-0.[1][2][3]
Rich GagnonJosh CraftCole StanleyDon TippsLes SimpsonTom ScherlenDell Technologies
- ✓ Verified
August 1, 2023 consent item 8.O, "Consider Award - Digital Human Contract": award to Dell Technologies, not to exceed $582,948.89 (TX DIR-TSO-3763), for "the development of a Digital Human and all associated Artificial Intelligence and Knowledge fabric to support website, digital literacy, and 311 functions." Contact: Rich Gagnon, Assistant City Manager and CIO. [1][2]
- Amount
- $582,949
- ✓ Verified
The transmittal memo (department: Office of Engagement and Innovation) describes the purchase as "the design, creation, and implementation of an artificial intelligence 'digital human' which will assist visitors of the City of Amarillo website," and states, "Every known human language can be recognized, and spoken, by the AI digital human." Its funding summary lists project accounts 620075.17400.1040 ($299,999.76) and 620076.17400.1040 ($282,949.13); the memo does not name a funding program. Community engagement summary: "N/A." [2]
- Account 620075
- $300,000
- Account 620076
- $282,949
- ✓ Verified
Councilmember Josh Craft asked that item 8.O be removed from the consent agenda and considered separately. After Mr. Gagnon presented it, the council approved it on a motion by Don Tipps, seconded by Josh Craft, 5-0 (ayes: Cole Stanley, Josh Craft, Don Tipps, Tom Scherlen, Les Simpson). The minutes do not summarize the discussion. [3]
- Ayes
- 5
- Noes
- 0
· Context
City says its website will get a multilingual digital human in early 2024
NewsChannel 10 reported that the City planned to put a digital human named Emma on its website in early 2024, describing it as the first for a local government. Assistant City Manager Rich Gagnon said it would contain only publicly available website information and would not be connected to internal systems or customer information.[4]
- ✓ Verified
Rich Gagnon, Assistant City Manager: NewsChannel 10 reported in November 2023 that the website would get the digital human in early 2024, that it "stems from issues communicating with the refugee population, speaking 62 languages and dialects," and that the plan was for Emma to speak 96 languages by 2024. Rich Gagnon said, "We're not putting anything in our digital human that isn't publicly available," and that it was not connected to internal systems or customer information. [4]
· Context
City's CIO describes Emma at Dell Technologies World; public launch expected in October
In an interview at Dell Technologies World, Rich Gagnon told Route Fifty the council had awarded Dell a half-million-dollar contract to develop Emma, that Emma was in a multistage test environment with resident testers, and that a formal appearance on the City website was expected in October. In June he told Texas Standard Emma was at version 1.0 and named Pryon as a partner supplying the "knowledge fabric."[5][6]
Rich GagnonDell Technologies
- ✓ Verified
Rich Gagnon, Assistant City Manager and CIO (as reported by Route Fifty): Route Fifty reported that the council "unanimously awarded a half-million dollar contract" to Dell to develop Emma, that the City "talked to several vendors," and that Emma was being vetted in a dev-test environment with resident testers before a formal appearance on the website "expected in October." Gagnon estimated Emma's cost "is significantly less" than adding staff to do equivalent work; no figure was given. [5]
- ✓ Verified
Rich Gagnon (as reported by Texas Standard): Texas Standard reported that Emma was built "with the help of Dell Technologies," that Gagnon named Pryon as a partner providing the "knowledge fabric," and that Emma was at version 1.0. The article gives no cost figures. [6]
- ✓ Verified
Chief Technology Officer, Region 16 Education Service Center: The Chief Technology Officer of Region 16 Education Service Center, interviewed by the Texas State Library and Archives Commission, said of Emma, "the cost is about half a million a year," and that an education model would cost about $175,000. He said the City owns the digital human model. [7]
· Context
Council receives a "311 and Digital Human Update"
The June 25, 2024 council agenda listed discussion item 7.C, "311 and Digital Human Update." The minutes list the item without a summary of the discussion. Two days later NewsChannel 10 reported the City was set to launch Emma in October.[8][9][10]
- ✓ Verified
A NewsChannel 10 video published June 27, 2024 was headlined "City of Amarillo set to launch 'Emma' in October" and said the City was training its new virtual assistant. [10]
· Context
City recruits resident volunteers to test Emma
The City sought about 21 testers from a range of backgrounds, including seniors and others less comfortable with technology, tech-savvy college students and business owners, to help ensure the digital assistant was ready for residents.[11]
- ✓ Verified
On November 15, 2024 NewsChannel 10 reported the City was looking for approximately 21 testers, including senior citizens or middle-aged residents less comfortable with technology, tech-savvy college students, and business owners who frequently interact with the City. [11]
- Testers sought
- 21
· Starting point
Emma goes live on the City website
Emma began answering residents' questions on amarillo.gov. City sources give different launch dates: the City's About Emma timeline lists an October 1, 2024 public launch, while a March 2025 City news release says Emma made her debut "last December."[12][13][14]
- ⚠ Sources differ
City sources give different dates for Emma's public launch.
Reported value 1[12]
- Date
- 2024-10-01
The City's About Emma page timeline lists "October 1, 2024 – Public Launch."
- ✓ Verified
The City's About Emma page says Emma answers by text or speech in English or Spanish (with a separate "Habla con Emma" Spanish experience), uses a language model, does not search the internet, bases responses on information "provided and controlled by the City of Amarillo," does not independently learn from conversations, and "may occasionally be incomplete or incorrect." [12]
- ⚠ Sources differ
Accounts of how many languages Emma speaks differ over time and by source.
Reported value 1[4]
- Languages
- 96
- Kind
- plan
Plan reported in November 2023 for Emma to speak 96 languages by 2024.
- Languages
- more than 60
- Kind
- expectation
May 2024 expectation that Emma would converse in more than 60 languages when fully operational.
Reported value 3[6]
- Languages
- up to 46
Figure given to Texas Standard in June 2024; the rollout began in English.
· Related development
Council renews Dell's hosted digital-human agreement for $553,052
As non-consent item 9.B, the council voted 5-0 to award Dell $553,052.00 for an annual renewal of the digital human agreement. The agenda lists general fund revenues as the funding source; the transmittal memo describes a "licenses extension for hosted digital human as the COA team builds an on-site replacement."[16][17][18][19]
Rich GagnonCole StanleyJosh CraftDon TippsTom ScherlenLes SimpsonDell Technologies
- ✓ Verified
December 10, 2024 non-consent item 9.B, "Consider Award - Annual Renewal of Digital Human Agreement": award to Dell, $553,052.00; funding source "General fund revenues"; budgeted. The transmittal memo's summary reads "Licenses extension for hosted digital human as the COA team builds an on-site replacement," with funding summary account 620076.17400.1040, and says the City "has established a resident group for beta testing and roadmap feedback." [16][17]
- Amount
- $553,052
- ✓ Verified
After Mr. Gagnon presented the item, the council approved it on a motion by Don Tipps, seconded by Tom Scherlen, 5-0 (ayes: Cole Stanley, Josh Craft, Don Tipps, Tom Scherlen, Les Simpson). [18]
- Ayes
- 5
- Noes
- 0
- ✓ Verified
Rich Gagnon (as reported by the Amarillo Tribune): The Amarillo Tribune reported that, in response to public concerns at the December 2024 meeting, Gagnon described the City's digital dignity, rights and privacy principles, said applied initiatives would be subject to a yearly audit to be published on the City's website, and clarified that Emma only has access to public information. The Tribune also reported that more than 100 residents had volunteered to be beta testers. [19]
· Context
City reports Emma answered more than 16,400 questions in about three months
A City news release said Emma had received more than 16,400 questions, most about the PayAMA utility billing payment portal and trash pickup, and that she could direct residents to departments but could not tell them their water bill amounts.[13]
- ✓ Verified
The City's March 13, 2025 release said Emma, about three months after her December debut, had been asked more than 16,400 questions, most often about PayAMA (the Utility Billing online payment portal) and trash pickup, and that she could not tell residents the amount of their water bills. [13]
- Questions
- 16,400
· Context
City releases Emma version 1.5
The City's timeline says version 1.5 introduced a more natural conversational style and better guidance to the correct City web pages.[12]
- ✓ Verified
The City's timeline: "August 12, 2025 – Emma Version 1.5 Released," introducing "a more natural conversational style" and improved guidance to the correct City web pages. [12]
· Context
Dell and UneeQ publish case studies on Emma
Dell's case study (dated September 2025) and an undated UneeQ case study describe Emma and report usage, satisfaction and projected savings figures. Both are vendor marketing materials.[20][15][21]
Rich GagnonDell TechnologiesUneeQ
- Unverified
Dell Technologies; UneeQ: Dell's case study says Emma "handles 280 citizen inquiries daily, maintaining a 98% approval rating," answered 16,800 queries within eight weeks of going live, and has "projected savings of $1.8 million annually" in staff costs; it credits Dell AI Factory with NVIDIA and Dell Professional Services. UneeQ's case study says it created Emma as a custom digital human and cites "a projected saving of $1.8 million in her first year" and a 98% satisfaction score. These are vendor marketing figures; neither document shows how they were calculated. [20][15]
- Unverified
Dell Technologies (blog), paraphrasing Rich Gagnon: A Dell blog post (August 2025) attributes to Gagnon the statement that hiring staff to provide this level of service "would have run into millions of dollars per year," and says the City planned culturally appropriate avatars for different communities and a companionship program for older people with nonprofits. [21]
· Related development
Council renews the digital-human agreement with Dell for $252,489.97 in ARPA funds
Consent item 7.U awarded Dell $252,489.97 for the annual renewal of the digital human agreement, funded by "American Rescue Plan Act (ARPA) Broadband/Digital inclusion federal funding." The consent agenda passed 4-0 with Councilmember David Prescott absent.[22][23][24]
Rich GagnonCole StanleyTim ReidDon TippsLes SimpsonDell Technologies
- ✓ Verified
September 9, 2025 consent item 7.U, "Consider Award - Annual Renewal of Digital Human Agreement": award to Dell, $252,489.97; funding source "American Rescue Plan Act (ARPA) Broadband/Digital inclusion federal funding"; budgeted. The transmittal memo repeats the December 2024 summary ("Licenses extension for hosted digital human as the COA team builds an on-site replacement"). [22][23]
- Amount
- $252,490
- ✓ Verified
Nothing was removed from the consent agenda; it passed on a motion by Don Tipps, seconded by Les Simpson, 4-0 (ayes: Cole Stanley, Tim Reid, Don Tipps, Les Simpson). Councilmember David Prescott was absent. [24]
- Ayes
- 4
- Noes
- 0
- ✓ Verified
The December 2024 and September 2025 renewal memos give the same funding-summary account, 620076.17400.1040, but label the funding source differently: "General fund revenues" (December 2024) and "American Rescue Plan Act (ARPA) Broadband/Digital inclusion federal funding" (September 2025). The 2023 award was funded from accounts 620075 and 620076; the October 2026 item cites ARPA project PRJ-620075, "Broadband Project." The documents do not explain the difference. [17][23][2][25]
- ✓ Verified
The three council approvals located for Emma before October 2026 total $1,388,490.86 ($582,948.89 in August 2023, $553,052.00 in December 2024 and $252,489.97 in September 2025). This is the sum of amounts approved, not of amounts paid. [1][16][22]
- Total
- $1,388,491
- Award 2023
- $582,949
- Renewal 2024
- $553,052
- Renewal 2025
- $252,490
- ✓ Verified
The City check register lists payments to DELL MARKETING, L.P. totaling $3,899,508.03 across 111 payments from July 5, 2022 to April 20, 2026. The register does not tie payments to projects, so the share, if any, for Emma cannot be identified from it. [26]
- Total
- $3,899,508
- Payments
- 111
· Context
CIO tells Government Technology Emma answers about half of the City's monthly questions
Rich Gagnon said Emma, deployed in December 2024, was answering 16,000 of about 32,000 questions a month taken by City call center agents, had let the City delay a $1.8 million investment in new call center agents, and supported English and Spanish with five more languages coming.[14]
Rich GagnonUneeQ
- Unverified
Rich Gagnon, CIO and Assistant City Manager (as reported by Government Technology): Government Technology reported that officials said Emma had "effectively saved the city more than $1 million since its launch," that the City delayed "a $1.8 million investment in hiring new call center agents," and that of about 32,000 questions a month taken by call center agents, Emma was answering 16,000. The figures are attributed to Gagnon; the article does not show how they were calculated. [14]
- Monthly questions call center
- 32,000
- Monthly questions emma
- 16,000
- Deferred hiring
- $1,800,000
· Context
City releases Emma version 2.0
The City's timeline says version 2.0 added conversational context for follow-up questions, along with interface and mobile changes.[12]
- ✓ Verified
The City's timeline: "July 1, 2026 – Emma Version 2.0 Released," adding conversational context for follow-up questions, improved image quality, a City Hall background, a Stop Speaking button, linked email addresses and mobile changes. [12]
· Context
Assistant City Manager Rich Gagnon, who led Emma's creation, leaves the City
The City announced on July 2, 2026 the resignation of Assistant City Manager and Chief Technology Officer Rich Gagnon, effective July 22. The release credits him with leading the creation of Emma.[27]
- ✓ Verified
The City's July 2, 2026 release announced Gagnon's resignation effective July 22 and said "He also led the creation of the city's first digital human/employee, Emma." The release does not give a reason for the resignation or say who would manage Emma. [27]
· Peak
Council pulls the $49,500 Emma renewal from consent and takes no action
After a public commenter asked the council to pull consent item 6.7, the $49,500 ARPA-funded renewal of the Dell UneeQ subscription for Emma, the item was pulled for discussion. The staff member presenting it reported usage figures, said the vendor's initial price had been negotiated down, and said her team was working toward a locally hosted alternative. Council members asked whether the ARPA money could be used for something else; staff said it must be spent by December and would most likely return to the federal government if unspent. The council agreed to take no action on 6.7 and passed the rest of the consent agenda; staff were asked to return at the next meeting or in November with options.[28][29][25]
Tim ReidDell TechnologiesUneeQ
- ✓ Verified
Consent item 6.7 for October 13, 2026 was a $49,500.00 one-year renewal of the "Dell UneeQ PCR6a Bridge Software Subscription," extending the subscription for Emma to August 15, 2027, funded by ARPA grant funds (CIP PRJ-620075). Contact: the Director of Information Technology. The bid tab lists one line, "UneeQ Bridge Subscription for the website Digital Human, EMMA," at $49,500. [29][25]
- Amount
- $49,500
- ✓ Verified
A resident, during public comment: During public comment a resident asked the council to pull item 6.7, said spending $49,500 on Emma was not good stewardship and that "Emma's not working," and suggested spending the money on putting more board meetings on YouTube. [28]
- ✓ Verified
When the presiding officer asked whether council wanted anything pulled from consent, items 6.7 and 6.13 were pulled for discussion. Item 6.7 was introduced as "our Emma program," and staff were asked to address how it was funded and whether the money was already committed. [28]
- ✓ Verified
City staff member presenting item 6.7 (her team manages the City website): The staff member presenting the item said the vendor initially sought "close to 300,000" and that the IT department negotiated it to under $50,000, made possible in part by remaining ARPA broadband dollars usable through the calendar year. [28]
- ✓ Verified
City staff member presenting item 6.7: Staff reported that from July 1 to the end of September 2026 the City website had roughly 560,000 visitors, about one in seven of whom used Emma, or about 84,000 sessions, cautioning that sessions are not the same as individual people. Staff said that in the last month there were about 3,600 questions specific to utility billing and water bills, and that a dashboard to gauge sentiment was being built. [28]
- Website visitors q3 2026
- 560,000
- Emma sessions q3 2026
- 84,000
- Utility billing questions last month
- 3,600
- ✓ Verified
City staff member presenting item 6.7: The presenting staff member said "when we first launched Emma she was very bad," that improvements since included retaining context, that gaps in answers reflect content missing from department web pages, that "maybe some of her abilities were overstated," and that a back-end function that had been an extra expense had been taken in house. [28]
- ✓ Verified
City staff member presenting item 6.7: Staff said the goal was a locally hosted version, possibly Emma or "a standard chatbot" with a similar language model, after public engagement, at no cost beyond staff time; that the team had piloted it; and that the team was already working on an internal version, so a new contract might not be needed. Staff said that without the renewal "we lose the technology on the website" until an alternative is ready. [28]
- ✓ Verified
City staff and council members (meeting discussion): Asked whether the $49,500 could be used for another project, staff said ARPA uses had been proposed in earlier years, the money must be spent by December, it would "most likely" have to fall into the broadband/IT category, and unspent funds would most likely go back to the federal government. A council question about moving the money to the Civic Center was answered that it would not qualify. [28]
- ✓ Verified
A council member proposed that staff return "in the November meeting" with an update on how the money could be used, and that the council "take no action on this one item"; staff agreed to bring it back at the next meeting. The presiding officer then stated the council had "agreed to take no action on 6.7," and the consent agenda was approved "less 6.7" by voice vote with no opposition heard. [28]
- ✓ Verified
Tim Reid, Councilmember: Councilmember Tim Reid was recognized during the discussion and noted the City was not yet under contract for the renewal, asking about tabling it until it was known whether the dollars could be used for something else. [28]
· ResolutionScheduled
Staff to return to council with options for Emma and the $49,500 in ARPA funds
Staff agreed to bring the item back with an update at the next council meeting or in November.[28]
- Pending
As of October 14, 2026 no later council action on Emma or on the $49,500 had been located; staff said they would return at the next meeting or in November. [28]
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