Thinkwell Group, a global experience design and production agency, released a 6th Annual Guest Experience Trend Report that explores artificial intelligence (AI) and its applications. It also listed down key takeaways and predictions for how AI can affect, adapt, and improve the guest experience in theme parks, museums, and beyond.

AI has already formed a significant part of consumer’s everyday life in the form of virtual assistants, smart home devices, and innovative digital features. There are no limits to what AI can achieve and contribute to the guest experience today.

The report is based on a representative sample of more than 1,300 survey respondents. The Guest Experience Trend Report also talks about the three basic ideas of the guest experience and integration with AI while also stating the rising demand for technology and personalization.

The report includes the following three big ideas for AI:

  • Physical queues are waiting for obsolescence. What does this mean for the entire experience?
  • Guests want to make discoveries. A smart guide can help.
  • AI is about getting personal. What happens when you’re able to combine human and artificial intelligence for personalized interactions and service?

“The potential to use AI for guest, brand, and operator benefit is limitless,” says Craig Hanna, Thinkwell’s Chief Creative Officer. “Thinkwell is focused on providing innovative, practical, and inclusive solutions to enhance the guest experience in any setting, and AI can play a big role in guest experiences and technology decisions as we look to the future.”

Based on the collected survey data, Thinkwell has also generated an additional series of “deep dive” articles that breakdown AI and its intersection as well as other related topics and concerns, such as gender bias, racial bias, and data security.

Previous Guest Experience Trend Reports from Thinkwell include a broad range of topics – Fan Fests & Live Events, Virtual Reality, Branded IP Experiences, Guest Expectations in LBE, and Mobile in Museums & Cultural Attractions.