AI technologies are changing fast / Shutterstock/SomYuZu
T here’s no ignoring the issue of artificial intelligence (AI) right now, but for most of us, we’re still getting to grips with what it actually means in practice.
For now, everyone is looking at one another, and it’s important to learn from the early adopters about what works – and what doesn’t.
Many visitor attractions have traditionally been a little slow to adopt new technologies, but this is not the time to hang back.
It’s important to be aware of the potential pitfalls of AI, but it offers huge opportunities – for customising experiences, collating and interpreting data, improving efficiency, saving money, enhancing storytelling, offering novel in-person experiences and much more.
Attractions organisations currently using AI give valuable information about its potential for the industry. Disney, ever the pioneer, has set up a taskforce to study AI and how it can be used across its entertainment and theme park businesses.
Disney Research recently unveiled a prototype Baby Groot robot that uses AI machine-learning techniques to adapt to real-world scenarios, meaning it has the potential to move and act on its own, and interact with theme park visitors. The potential for this kind of technology to meet a growing desire for personalised experiences is huge. Characters could engage with individual guests, for example, and simulator rides could offer unique stories for each visitor.
Making sense of data to offer improved experiences is another area where AI can prove immensely useful.
London’s National Gallery has developed its own AI systems to predict the popularity of temporary exhibitions using past attendance data, and the British Museum has partnered with the Alan Turing Institute to use AI systems to process information from visitors to provide detailed analysis of their behaviour.
So where’s this all going? The simple answer is, no-one knows, but with AI set to enmesh itself more and more into our lives, those who don’t get to grips with it now run the risk of being left behind.
This industry is great at collaboration and sharing knowledge – this was particularly evident during the COVID-19 pandemic. Now is the time for experimenting, sharing and being bold. We’d love to hear how you’re getting on.
Interview: Fons Jurgens
Big changes are coming for much-loved Dutch theme park Efteling, with the launch of a Grand Hotel and major new attraction. Its CEO lets us into the plans
Museums: Ones to watch
Some seriously exciting new museums are taking shape across the globe. We highlight some of our favourites
Museums: Josh Kirk
As Copenhagen’s Home of Carlsberg relaunches after a five year revamp, the project design lead tells us how ground-breaking technology was used to bring the brand to life
Technology: AI – friend or foe?
How can attractions best exploit AI technologies? What are the dangers? What does the future hold? We get an expert opinion
Technology: Future shock
What can we learn from operators currently using AI? Lesley Morisetti gets some tips from early adopters
Museums: Jacqueline Springer
V&A East Museum will celebrate Black British music in its first exhibition. Its curator tells us more
AI technologies are changing fast / Shutterstock/SomYuZu
T here’s no ignoring the issue of artificial intelligence (AI) right now, but for most of us, we’re still getting to grips with what it actually means in practice.
For now, everyone is looking at one another, and it’s important to learn from the early adopters about what works – and what doesn’t.
Many visitor attractions have traditionally been a little slow to adopt new technologies, but this is not the time to hang back.
It’s important to be aware of the potential pitfalls of AI, but it offers huge opportunities – for customising experiences, collating and interpreting data, improving efficiency, saving money, enhancing storytelling, offering novel in-person experiences and much more.
Attractions organisations currently using AI give valuable information about its potential for the industry. Disney, ever the pioneer, has set up a taskforce to study AI and how it can be used across its entertainment and theme park businesses.
Disney Research recently unveiled a prototype Baby Groot robot that uses AI machine-learning techniques to adapt to real-world scenarios, meaning it has the potential to move and act on its own, and interact with theme park visitors. The potential for this kind of technology to meet a growing desire for personalised experiences is huge. Characters could engage with individual guests, for example, and simulator rides could offer unique stories for each visitor.
Making sense of data to offer improved experiences is another area where AI can prove immensely useful.
London’s National Gallery has developed its own AI systems to predict the popularity of temporary exhibitions using past attendance data, and the British Museum has partnered with the Alan Turing Institute to use AI systems to process information from visitors to provide detailed analysis of their behaviour.
So where’s this all going? The simple answer is, no-one knows, but with AI set to enmesh itself more and more into our lives, those who don’t get to grips with it now run the risk of being left behind.
This industry is great at collaboration and sharing knowledge – this was particularly evident during the COVID-19 pandemic. Now is the time for experimenting, sharing and being bold. We’d love to hear how you’re getting on.
Interview: Fons Jurgens
Big changes are coming for much-loved Dutch theme park Efteling, with the launch of a Grand Hotel and major new attraction. Its CEO lets us into the plans
Museums: Ones to watch
Some seriously exciting new museums are taking shape across the globe. We highlight some of our favourites
Museums: Josh Kirk
As Copenhagen’s Home of Carlsberg relaunches after a five year revamp, the project design lead tells us how ground-breaking technology was used to bring the brand to life
Technology: AI – friend or foe?
How can attractions best exploit AI technologies? What are the dangers? What does the future hold? We get an expert opinion
Technology: Future shock
What can we learn from operators currently using AI? Lesley Morisetti gets some tips from early adopters
Museums: Jacqueline Springer
V&A East Museum will celebrate Black British music in its first exhibition. Its curator tells us more
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
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