Imagine a world where virtual assistants guide you from ride to ride, providing helpful information in seconds. Perhaps your favorite mascot comes up to you to wish you a happy birthday, and the next rollercoaster has been quickly modified to reflect a children’s book from your youth.
Artificial Intelligence (AI) promises this world will soon be a reality. The rapidly developing technology explores previously impossible applications through AI at theme parks. Learn how some of these applications are already in place worldwide and how park managers can address any challenges with their implementation.
A People-First Approach
It seems counterintuitive to use technology to provide a more ‘personal touch,’ but AI at theme parks promises a whole new level of customer service.
For instance, the success of chatbots like ChatGPT creates the possibility of virtual concierges and virtual tour guides supported by the technology. These bots support multiple languages, accents, dialects, and more, making it easier than ever for guests to ask about topics such as:
- Opening hours
- Ride information
- Recommendations based on personal tastes
- Ticket prices
Examples of virtual concierges already exist, developed by companies such as Deep Brain AI and Uneeq. In fact, Six Flags is now moving forward with introducing a virtual assistant in collaboration with Google Cloud’s Vertex AI Conversation.
These assistants may reduce the need to wait at information counters, simplify bookings, and dramatically reduce language barriers (even for ride narration or live performances). Part of the booking process could even involve the virtual assistant asking questions, such as if they’d like to be greeted by a particular mascot, to create a more personalized experience.
Also read: Amusement Park Innovation: The Many Applications of RFID Wristbands
Say ‘Goodbye’ to Queuing
AI at theme parks will have an impact as far-reaching as the parks’ design. For instance, removing physical queues would require more entertainment areas for lounging and enjoying the scenery.
Virtual queuing is already a reality at Universal Orlando’s Volcano Bay, where guests sign in at tap points and are free to enjoy the attractions at their leisure. The intelligent system is powered by an algorithm that helps balance guest needs and availability. Luckily for Volcano Bay, there are plenty of inviting views with beaches and pools for guests to enjoy, but that won’t be the case for all amusement parks, and managers must ensure they are prepared for a new way of queuing.
Also read: The Need for Sustainable Amusement Parks
Data Management is Here
What if technology could look at a guest’s social media or information provided during booking to predict and cater to their habits? AI at theme parks can help implement this, utilizing the incredible volume of guest data available.
Each visitor generates information from a variety of sources, such as:
- Footfall counts
- Location tracking through Wi-Fi
- Ticketing
- Their digital traffic across websites, email, social media, and apps
- Reviews left in the park
When combined with global data sources, such as weather, tourism trends, local functions, or seasonal events, AI at theme parks can paint a surprisingly accurate picture of guest needs. Additionally, employees can connect to this information, helping make accurate real-time predictions that lead to more personalized interactions.
Walt Disney World is already using its data through its My Magic+ system, an older application that caters to guest needs with “It’s My Birthday!” badges and more. A more advanced version would allow operators to increase efficiency, anticipate developing needs, and ensure no employee starts at zero when talking to a guest.
AI at Theme Parks Can Create New Worlds
Personalized experiences used to mean custom content and branching paths tailored to a specific person. The resources required were immense, making it challenging to realize the dream of an ongoing, unique narrative for every guest.
Now, AI at theme parks can realize this dream. Imagine a future park experience where each ride starts blank, with surfaces that generative technologies can manipulate. Guests can be asked questions that inform projection screens or audio for animatronics, allowing each ride to be a unique experience.
This technology already exists, but developers must overcome challenges with latency to achieve a seamless experience. Managing unscripted content also presents difficulties for employees, requiring specialized training and creating inherent risk.
Rapid Detection and Maintenance
Downtime is expensive in terms of both revenue loss and customer satisfaction. For instance, Netherlands-based Efteling aims for its rides to be operational 95% to 100% of the year, with rides down for upkeep only a few days per year. Any unexpected downtime has a major impact.
However, if a problem is mechanically detectable, AI at theme parks will help. Companies such as Noiseless Acoustics use cameras, sensors, and more to identify issues that mechanics can address before they lead to ride shutdowns. Predictive maintenance like Noiseless Acoustics allows for less downtime and simplifies the extensive maintenance planning needed today.
McGowan Program Administrators Amusement & Entertainment Insurance
As the potential of AI at theme parks grows, park managers will have to balance the risk of implementing new technologies with their ability to remain competitive.
Address these risks and more by investing in McGowan Program Administrators’ specialized Amusement & Entertainment Insurance. Securing the right coverage allows companies to protect themselves from the potential challenges of more advanced and personalized amusement parks, ensuring they can focus on delighting customers instead.
Insurance is provided for a wide variety of attractions, from water parks to go-kart tracks. Contact an expert from McGowan today to discuss how Amusement & Entertainment Insurance can help as you usher in a new form of entertainment with AI.
