Artificial intelligence (AI) is no longer something we talk about in future terms, it’s happening now. Across the attractions industry, from theme parks to museums and aquariums, AI is transforming the way we operate and connect with guests. We’re seeing real changes not just in how parks run behind the scenes, but in how people experience and enjoy their day. And it’s only just getting started.
Personalized experiences that feel one-of-a-kind
One of the most exciting things about AI is how it can personalize the guest experience in real time. Based on what visitors like, where they’ve been and even how busy certain areas are, AI can suggest the next best ride, show or spot to eat. That kind of instant customization makes each visit feel unique and more rewarding. It’s a new experience for both first timers and experienced thrill seekers.
Some attractions are taking this even further with AI-powered character interactions. These digital encounters react in real time to what a guest says or does, creating an immersive, almost magical moment. It’s a great example of how AI isn’t just technical, it can be emotional, too. The best experiences are the ones that feel personal, and AI is helping us deliver more of them.
Today’s guests expect more than just a ride. They want to step into a fully realized world with compelling storylines and multisensory elements. AI enables this transformation by enhancing immersion and engagement.
Behind the scenes: smarter, smoother operations
While guests enjoy what they see, there’s a lot happening behind the curtain, and AI is helping streamline it all. Maintenance is a great example. With predictive systems, parks can track how rides are performing and flag issues before something breaks down. That kind of foresight keeps attractions running, guests happy and costs down.
AI also helps teams manage staffing, inventory and daily operations with more flexibility. It removes guesswork from the equation and makes it easier to adjust in real time. The result is a smoother experience for everyone, from the team on the ground to the families walking through the gates. It’s efficiency that still leaves room for creativity.
For example, Six Flags is becoming a technology-centric entertainment company by implementing AI-driven tools such as automated entry systems and personalized mobile apps, which enhance operational efficiency and guest satisfaction.
Better tools for keeping guests safe
Safety has always been the most important part of our industry, and AI is helping us take it even further. New systems are monitoring crowds in real time, spotting unusual activity and alerting teams instantly if something doesn’t look right. That kind of awareness helps staff respond quickly, especially in large crowds or at big events. It adds an extra layer of protection without being intrusive.
Some parks are also using facial recognition to make entry faster and more secure. It’s not about replacing staff, it’s about supporting them with more innovative tools. When guests feel safe and things run smoothly, everyone benefits. AI isn’t changing our safety priorities; it’s helping us meet them more effectively.
AI-powered systems are already providing personalized itinerary planning, real-time customer service through chatbots and virtual assistants and more, enhancing both safety and overall guest experience.
Shorter lines, happier guests
Waiting in line is a universally frustrating experience, so keeping it speedy is a top priority. AI helps parks tackle this age-old challenge by predicting queue lengths and guest flow. Based on real-time data, parks can adjust operations, reroute guests and even recommend attractions with shorter waits. That makes for a better experience all around.
Some systems even give guests live updates and suggestions on where to go next. It’s all about making time in the park more enjoyable and less about standing around. Augmented Reality (AR) is redefining queues by turning wait times into immersive and interactive adventures, keeping guests engaged and entertained without slowing the queue. Guests get to experience more, and parks get to spread out the crowds. Everyone wins.
Smarter pricing, more thoughtful marketing
AI is also changing how parks approach pricing and marketing. Dynamic pricing means ticket and service costs can adjust based on demand, time of day or even weather. It helps manage crowds while keeping access fair and flexible. Done right, it supports both guest experience and long-term sustainability.
On the marketing side, AI gives us better insight into what guests actually want. Instead of blasting out generic offers, parks can send timely, relevant promotions based on real interests and habits. It’s not just about driving revenue, it’s about building real connections. When guests feel understood, they’re more likely to return.
Doing more for the planet
Sustainability is no longer optional, it’s something guests care deeply about, and so do we. AI helps parks track energy usage, reduce waste and make more intelligent choices across the board. These systems can monitor everything from lighting and HVAC to water usage and recycling. The goal is to be more responsible without sacrificing quality or comfort.
The great thing is that AI often finds opportunities we wouldn’t see on our own. Minor adjustments can add up to a big impact over time. Innovation and sustainability don’t have to be at odds, they can absolutely go hand in hand. And guests notice when parks make that effort.
AI helps creativity thrive
It’s important to remember that AI isn’t here to replace creative teams, it’s here to support them. The heart of every great attraction is still human: the story, the emotion, the imagination. What AI offers is a new set of tools to bring those ideas to life in more dynamic ways. Real-time experiences, interactive storytelling and adaptive environments are now possible because of it.
It doesn’t mean we lose magic. It means we can deliver it more thoughtfully, more often and in ways that are deeply personal. Technology should never take center stage. It should serve the story, and when it does, the result is something truly special.
Looking ahead
What we’re seeing now is just the beginning. As AI continues to grow and evolve, it will open new possibilities we haven’t even imagined yet. The key is to keep using it in ways that center the guest, support our teams, and protect what makes this industry so unique.
In the end, it’s all about creating joy. And if AI helps us deliver more of that, more moments, more smiles, more memories, then it’s a tool well worth embracing.
