Artificial Intelligence (AI) is quickly becoming integrated into the attractions industry, unlocking new opportunities for innovation, efficiency, and guest satisfaction. In an IAAPA Expo Europe EDUSession led by Andreu Tobella Brunet, managing director of digital at PortAventura World, he highlights AI's current trajectory and its potential applications in theme parks. Brunet describes AI as a “journey to superintelligence,” beginning with reactive machines and evolving through generative AI models like OpenAI’s ChatGPT. Today, AI is no longer a singular technology, but an entire ecosystem that is expected to grow from a $150 billion market in 2023 to $1.34 trillion by 2030.
AI’s Growth and Industry Impact
With the increasing adoption of AI, the industry is experiencing substantial investment and innovation. Global funding for AI startups reached $17.9 billion in the third quarter of 2023, and the size of average startup deals grew 48% year-to-date. More than 100 generative AI startups are now working on large language models. Brunet emphasizes the competitive advantage AI provides: “There’s hundreds of companies developing AI at the moment … in the next years, whoever leverages AI will fundamentally have an advantage.”
The attractions industry stands to benefit from scalable content generation, real-time guest experience personalization, and operational efficiency improvements. According to Brunet, “It’s the first time in history that the content is scalable,” enabling theme parks to generate assets such as images, videos, and promotional materials without the traditional time and labor constraints.
Challenges and Opportunities
One of the primary challenges facing theme parks is the evolving preferences of younger generations. Gen Z and Gen Alpha, now making up more than 30% of customers, prioritize personalized experiences over material goods. "They value experiences over material more than any generation … and we need to offer a higher volume of personalized experiences," Brunet notes. These new customer trends, combined with shorter attention spans, present an opportunity for AI to play a role in creating and enhancing interactive, personalized experiences.
AI-powered systems are already providing hyper-personalized itinerary planning, dynamic pricing, and real-time customer service through chatbots and virtual assistants. AI is transforming the guest experience with immersive technologies such as AI-powered animatronics, adaptive augmented and virtual reality (AR/VR) environments, and autonomous robots. These innovations allow guests to engage more deeply with the park’s offerings while reducing operational costs.
Operational Efficiency and Safety
AI’s role extends beyond guest experiences into operational efficiency. Predictive analytics can optimize crowd flow, directing visitors to less crowded areas of the park and reducing wait times. AI also enhances safety measures through facial recognition for seamless entry and fraud prevention, as well as AI-powered surveillance for monitoring health protocols and emergency alerts.
Smart AI systems are equally transformative in resource management, where they can optimize energy use, manage waste, and enable predictive maintenance of rides and infrastructure. These innovations reduce operational costs while improving sustainability—another key concern for attractions.
Revenue Optimization and Marketing
AI is reshaping revenue models by enabling real-time, dynamic pricing for tickets, food, and merchandise based on demand and guest behavior. AI tools can also predict guest preferences and deliver personalized marketing offers through mobile apps and social media channels. Brunet suggests that AI can create ad assets at scale, allowing theme parks to tailor experiences and promotions to individual guests. Additionally, AI’s ability to assist in upselling premium services, such as VIP packages and exclusive experiences, helps maximize revenue streams.
AI as a Tool, Not a Solution
Brunet says that “AI is a sidekick, not a solution,” emphasizing the importance of understanding and leveraging AI tools effectively. For attractions industry professionals, whether operators or tech providers, the message is clear: AI is a tool to solve complex problems faster, cheaper, and better. Staying updated on AI developments, investing in the right technologies, and training employees to use AI are crucial steps for companies looking to stay ahead in the rapidly evolving landscape. As AI continues to transform the industry, those who embrace it will position themselves for long-term success.
