Artificial Intelligence and the Theme Park Industry, A Practical Vision for the Next Decade

For a guy who has spent his whole life in the theme park industry, I have witnessed that there have always been moments in the evolution of the industry when a new force emerges, not as a novelty, but as a structural shift. We saw it with the introduction of large-scale intellectual property, with destination-scale investments, and with the integration of digital systems into operations, and amazingly, the introduction of audio animatronics (Mr. Lincoln). Today, artificial intelligence (AI) stands at that same threshold of these forerunners, about to change the way we do business in the very short and long term. This evolution/moment will be the most exciting of all!

In my view, this is not a distant or theoretical discussion. AI is already finding its way into the operating fabric of parks quietly, efficiently, and in ways that are beginning to reshape both cost structures and guest expectations. Over the next ten years, its impact will be profound. Not disruptive in a reckless sense, but transformative in a measured, highly strategic way if we manage it correctly. At the center of this transformation is one simple reality: labor.

Source:  Patent image for facial recognition system by Universal, U.S. Patent and Trademark Office.

I believe labor is the “pressure point” that will most rapidly see change. Labor has always been the largest single operating cost in the theme park business. Add to that the challenges of seasonal staffing, training inconsistencies, wage inflation, and high turnover, and you begin to see why all operators are searching for stability. Artificial intelligence offers a pathway, not to eliminate the workforce, but to redefine it. The parks that succeed will not be those that remove the most employees, but those that deploy them more intelligently. AI will assume responsibility for repetitive, precision-driven, and data-heavy tasks. Team members, in turn, will migrate toward roles that require judgment, responsiveness, and continued guest interaction. This is not a reduction of the personal element. Properly executed, it can become an elevation of it. Employee and guest interaction has always, and will continue to be, a hallmark of our industry. It makes us special!

I have been studying areas of operation that I believe will most likely be first adopters in parks. See if you agree.

To me, food & beverage makes sense as the first wave of implementation. We are already seeing that the fast-food industry has laid the groundwork, both front and back of house in implementation of the technology. AI-driven ordering systems, automated cooking processes, and predictive inventory management are no longer experimental. They are operational and in force. We know theme parks, by their nature, are high-volume, peak-driven environments, making them ideal candidates for this technology.

So, what does this execution look like in practice? Well ordering becomes faster and more accurate through intelligent kiosks or voice-enabled systems. Kitchens become more consistent through robotic preparation and automated cooking. Behind the scenes, AI anticipates sales demand based on weather, attendance, and time of day, reducing waste and improving margins. Picture the impact on COS!

Source Appertonix.

From a labor standpoint, fewer team members are required for repetitive preparation and order-taking. Those who remain can be repositioned if necessary to augment the overall sales force and food prep. Managers will determine if this is necessary. From the guest perspective, the benefit is immediate, including shorter waits, better accuracy, and a more seamless transaction. This is one of the rare instances where cost reduction and guest satisfaction can align perfectly. It appears to be working in the fast-food Industry outside theme parks, so why not for us?

Next, I believe retail will follow closely behind with the rise of frictionless commerce. We are already seeing the emergence of frictionless environments, stores where guests can simply walk in, select merchandise, and leave, with payment handled automatically. In a theme park setting, this translates into reduced congestion, faster throughput, and increased per-cap spending. Keep in mind, the only good thing in my mind that came out of Covid for our industry was the acceleration of “touchless/cashless.” Covid forced small and large park operations into buying into these systems, resulting in per capita increases of between 11% and 30%. It was a savior for many parks who were incurring huge increases in labor/wage costs.

It is fair to assume, and we are already seeing in general retail how AI-driven systems are transforming inventory management. Real-time tracking, predictive restocking, and personalized recommendations ensure that the right product is in the right place at the right time. Many grocers are already using this in stores. Disney is already testing and using it as well.

As a result, labor implications are significant. Traditional cashier roles diminish, while a smaller, more skilled team focuses on presentation and guest engagement. The key is invisibility. When the technology works well, the guest doesn’t notice it, they simply experience convenience. That in the future should be what our business is about. Streamlining the experience, and AI will assist greatly.

During the past several years, we have already seen the end of the traditional gate admission system. This demise has been evolving rapidly, and AI will accelerate that evolution. The concept of stopping at a turnstile, presenting a ticket, and waiting for validation is, in my opinion, nearing obsolescence. In its place, we will see seamless entry systems, biometric, mobile-based, or otherwise, that allow guests to move fluidly into the park without hesitation (and we know no one wants to stand in line).

AI will manage crowd flow, predict peak entry times, and allocate resources accordingly. Staffing at the front gate will be reduced but not eliminated. Employee presence will remain important for assistance, reassurance, and exception handling, but at far fewer numbers than originally purposed. There will be, of course, a critical layer of responsibility here between privacy and trust. Parks must be transparent in how these systems are used. Guest confidence is essential, and it must never be compromised for efficiency. This will be one aspect of the AI programmatic systems that will definitely give guests heartburn.

Now we come to the most sensitive area of all, ride and attraction operations. This is where caution meets opportunity, and where the industry must proceed with discipline.

We all know safety is not negotiable. Guests must not only be safe, but they must also feel safe. That distinction matters. Certainly, AI will play a major role here, but initially in a supportive capacity. Predictive maintenance systems will monitor ride components in real time (already being done in some parks), identifying wear patterns and potential failures before they occur. This alone represents a significant advancement in operational reliability and provides guidance for preventive maintenance at a higher level of anticipated application. We are already seeing how drones are being used in AI-driven programs, searching out maintenance issues at vertical levels. What was once left checked later in the schedule is now easily accessible.

Another major area that will be improved, and that will make the guest happier and smiling, is “queue management”. This too will benefit the industry greatly. Companies have been working on this for years. AI will be utilized to optimize load patterns, thus reducing wait times. Of course, AI will be more cautiously applied in the direct operation of rides. There is still a lot of work to be done in this area. We know manufacturers are working with their design teams, and I have been told they plan to introduce AI to ride operation management by phasing it in over the next 5-10 years. While there is current technology which may be capable of improving automation, guest perception will dictate the pace of adoption. The presence of a human operation as we know provides a visible layer of assurance that cannot be easily replaced.

The most effective model, in my view, will be a hybrid approach. That is, AI as an analytical and monitoring tool, with operators serving as the visible face and the stewards of safety for theme parks.

If there is one area where AI will deliver outsized returns with minimal resistance, it is maintenance. Predictive analytics will replace reactive repairs. AI systems will determine not only when something needs to be fixed, but when it will need to be fixed, often well in advance.

As pointed out above, drones and automated inspection tools will handle routine checks. Digital modeling will allow operators to simulate wear, test scenarios, and optimize performance. The result is fewer breakdowns, lower costs, and longer asset life. Several months ago, in a behind the scenes tour at Disney World, I saw this being done. It was truly amazing. Importantly, this transformation occurs largely out of sight of the guest, making it one of the most straightforward areas for seamless adoption.

Now we come to another highly sensitive operating area, and that is park security and safety. Artificial Intelligence will become critically important in the area of theme park security, not as a replacement for personnel, but as a force multiplier that significantly enhances awareness, speed, and precision. AI-driven video analytics will monitor guest behavior in real time, identifying anomalies such as unattended packages, unusual movement patterns, or escalating situations before they develop into incidents. Facial recognition and biometric systems can assist in identifying banned individuals or missing persons, while intelligent crowd monitoring can detect dangerous density levels and redirect flow proactively to prevent safety risks. In addition, AI-enabled threat detection systems will integrate data from multiple sources, cameras, access points, and environmental sensors, to provide a comprehensive, real-time security picture. In my view, the true value of AI in this area is its ability to move security from a reactive posture to a predictive one, allowing parks to intervene early, operate more efficiently, and most importantly, provide guests with a heightened sense of safety and confidence without intruding on their experience. I believe this area will explode more rapidly than possibly any other area. This, in my opinion, is predicated and driven by our current global societal issues, and the increasing desire from guests, operators, and public agencies alike for safer, more secure environments that can anticipate and mitigate risk before it becomes visible.

Source:  Patent image for facial recognition system by Universal, U.S. Patent and Trademark Office.

On the design side of the business, many companies like ITPS are experiencing a major business metamorphic situation. Design and master planning are beginning to see a shift in how parks are conceived and designed. Clients are increasingly requesting AI-generated concepts, not as final solutions, but as starting points. The ability to rapidly produce multiple design iterations, test layouts, and integrate operational data into the planning process is extremely valuable. But do I believe at this juncture that AI can design a theme park on its own? Not in the way this industry requires for balance and flow, nor to accommodate the other formulas we use in designing and master planning. Here’s why.

Theme parks are emotional environments. They are rooted in storytelling, cultural nuance, and the careful orchestration of experience. These are inherently human endeavors.

I do believe, however, that AI will become an indispensable partner, assisting in optimizing layouts, forecasting attendance patterns, and aligning design decisions with financial outcomes. The future of themed attraction design is not artificial, it will be collaborative and driven by upfront human input.

This takes me to intellectual property (IP), from static to living experiences. Perhaps the most exciting application of AI lies in its ability to transform how intellectual property is experienced. Traditionally, IP within parks has been fixed, with scripted shows, predetermined ride narratives, and static character interactions. What I see happening is how AI opens the door to greater dynamic storytelling.

Imagine characters that respond uniquely to each guest. Storylines that adapt based on behavior. Attractions that evolve over time rather than remain fixed. Ever changing outcomes! Why not!

From an operational standpoint, this could reduce reliance on large performance teams in certain areas. From a guest standpoint, it creates a deeper, more personal connection. Participation in the outcome of the adventure! This is where AI has the potential not just to improve efficiency, but to redefine the guest attraction experience dramatically in itself.

Looking at the road ahead and what comes first based on current adoption trends and practical economics, the progression seems relatively clear.

Food & beverage and retail will lead, driven by immediate cost savings and proven models. Admissions and maintenance will follow closely, offering operational efficiency with minimal guest friction. Ride operations and immersive AI-driven experiences will take longer, not because of technical limitations, but because of the need to align with guest perception and trust.

I think I have to state in closing how important it is to remain grounded in what this business is truly about. Theme parks are not factories. They are not purely system driven enterprises. They are places where people come to feel something, to connect, to escape, and to be entertained. It’s been that way since the industry’s inception. Artificial Intelligence, if applied correctly, should support that mission, not detract from it.

In my opinion, the objective is not to remove the human content/element from design and operation, but to strengthen it. To allow technology to help handle the expected, and sometimes unpredictable, so that guests can focus on the meaningful fun aspects of their visit.

The opportunity to get on this train is here, it is not going away. Fortunately for us, the tools are emerging in a way that allows us to utilize them, albeit maybe a little too quickly. The question now is not whether AI will shape the future of theme parks. To me, it is who will shape it first, and how well they will do it. Exciting, isn’t it!!!

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