Watch: Cowboys reveal bewildering Jerry Jones hologram

While the site claims tourists can ask the hologram endless questions, it's unclear if they can address hard-hitting football topics, such as players' contracts or head-scratching personnel moves. The majority of suggested subjects center around Jones's personal life, including his collegiate playing days at Arkansas or other business ventures.

"AT&T represents America, just like Dallas," the virtual Jones said of the partnership with the telecommunications company in a video posted to the stadium's Instagram. "I wanted our Dallas Cowboys, America's Team, to be associated with Alexander Graham Bell (the inventor of the telephone) and AT&T."

The feature grabs attention, but it's probably a business move intended to drive ticket sales for the stadium's tours before the season. Fans more interested in the team's transactions and sharp analysis should look elsewhere.

Regardless, this project highlights the power of AI, and more teams are implementing similar experiences to attract fans. Joe Lemerie of the Sports Business Journal reported that the Detriot Lions partnered with Wallaroo.AI to enhance the franchise's gameday experience. So, don't be surprised if you see more bizarre endeavors popping up around the league. 

Furthermore, it will be interesting to see if the team trained the AI Jones to have a similar personality to his real-life counterpart, with a penchant for outlandish quotes.