Theme parks have always promised an escape from the everyday world, but the bar has risen dramatically in recent years. Visitors no longer seek only a ride or a show; they seek a fully immersive experience that engages all their senses and draws them into a rich, layered story. Rides now come wrapped in narratives, soundtracks and stunning visuals. Food, scents and sightlines are meticulously crafted to make you feel like you’ve stepped into another reality.
To meet this demand, theme park operators are reshaping every corner of their parks into detailed story environments. This shift isn’t just about spectacle; it’s about evoking an emotion. By focusing on deeper immersion, designers are creating lasting memories, and guests are returning not solely for thrills but for the feeling of belonging to something magical. When it comes to how AI is playing a role in the industry, Jakob Wahl, President & CEO of IAAPA (International Association of Amusement Parks and Attractions), shared about this shift in the industry.
AI as a Creative Collaborator
Behind this change, AI is quietly stepping into the role of co-designer and reshaping the experience. What can consumers expect in the coming years? Wahl shared, “AI is poised to revolutionize theme parks by enhancing efficiency, personalization and storytelling. For example, Six Flags is overhauling its digital platforms by introducing a generative AI concierge and automated parking. There is also technology in place where mobile phones can enhance the experience through AI. You look through your phone screen and see characters appearing in the park.”
These tools are not replacing creativity but expanding its possibilities.
Operational Magic Behind the Curtain
While AI is enhancing the guest-facing experience, it’s also working hard behind the scenes. Wahl shared real-world examples of how AI is actively protecting consumers behind the curtain.“AI is also improving safety and engagement. As pointed out, Illumix enhances interactive experiences by using AI to bring digital elements to life through guests’ phones,” said Wahl. He also added, “AI-driven surveillance supports lifeguards in water parks, while AI-powered systems optimize cable car operations in ski resorts, potentially expanding into attractions. Additionally, AI-driven crowd control is helping manage large-scale events for smoother guest flow.”
These behind-the-scenes systems allow parks to focus on what matters most: the guest experience. By handling logistics more efficiently, operators can deliver smoother, safer and more enjoyable visits. That kind of operational support might go unnoticed, but it makes all the difference.
Personalization at Scale
AI is also reshaping personalization. Rather than offering a single experience for all, theme parks can now curate visits that feel tailor-made. Wahl explained how AI-driven recommendation systems can curate personalized itineraries based on visitor preferences. Engines can suggest rides and dining options based on your interests and current park conditions. Augmented reality features respond to your movements, while AI-powered lighting and music adjust to create the perfect atmosphere for your journey.
It’s not a gimmick, but personalization, a way to create deeper emotional connections, and it’s happening on a scale never before possible.
A Human-Led Future
Of course, some worry that AI could replace human creativity. But those leading theme park designs see things differently. Wahl believes jobs aren’t being replaced by AI; they’re being replaced by someone who knows how to use AI. The magic of themed entertainment lies in the human touch, and AI is supporting and amplifying this creative vision.
The heart of a great attraction lies in its emotional resonance. That spark still comes from human imagination. AI simply offers new ways to express it, giving designers the tools to craft more nuanced, interactive and unforgettable experiences.
The 10-Year Vision
Looking ahead, AI promises even more magic. Wahl sees it redefining the guest experience in countless ways. For example, attractions could feature AI-driven characters that evolve alongside you, remembering your visits. He also shared, “Parks will use AI to predict and manage crowd flow with near-perfect efficiency, reducing wait times.” Even the park environment itself could shift based on your mood or preferences.
Yet, amid all the innovation, the soul of the theme park – the laughter, awe and shared joy – will remain the same. AI may be the invisible engineer behind the curtain, but its true power lies in helping humans bring dreams to life.
