Attractions Management Vol 29 / Issue 1 2024

Page 5


Tomorrow’s world Like it or not, artificial intelligence is set to transform both our sector and our world. Those who get on board early are set to reap the rewards



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

AI technologies are changing fast

Those who don’t get to grips with AI run the risk of being left behind data, and the British Museum has partnered with the Alan Turing Institute to use AI

Baby Groot robot that uses AI machine-learning

systems to process information from visitors to

techniques to adapt to real-world scenarios,

provide detailed analysis of their behaviour.

meaning it has the potential to move and act on

So where’s this all going? The simple

its own, and interact with theme park visitors.

answer is, no-one knows, but with AI set

The potential for this kind of technology to meet

to enmesh itself more and more into our

a growing desire for personalised experiences is

lives, those who don’t get to grips with it

huge. Characters could engage with individual

now run the risk of being left behind.

guests, for example, and simulator rides could offer unique stories for each visitor. Making sense of data to offer improved

This industry is great at collaboration and sharing knowledge – this was particularly evident during the COVID-19 pandemic. Now is

experiences is another area where AI

the time for experimenting, sharing and being

can prove immensely useful.

bold. We’d love to hear how you’re getting on.

London’s National Gallery has developed its own AI systems to predict the popularity of temporary exhibitions using past attendance

+44 (0)1462 431385

Magali Robathan, editor

@attractionsmag Vol 29 / ISSUE 1


Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.