Even amusement parks are using AI: Six Flags announces a digital makeover

Six Flags is aiming to change the way guests interact with its parks—including using artificial intelligence to support those changes.

On Monday the amusement park giant announced what it called a “complete digital transformation” of its operations, updating everything from its rides to its website. It’s also introducing an AI-driven “digital concierge” that will live on the company’s app and website.

“Our guests are at the heart of everything we do, and this digital transformation is a testament to our commitment to providing unparalleled experiences where technology meets fun and excitement,” said Six Flags CEO Selim Bassoul in a statement. “AI allows us to enrich and personalize every guest touchpoint.”

Technology is increasingly at the heart of any modern amusement park. It can create wondrous moments and attractions and cause major problems, depending on the technology, the user, and uncontrollable elements like network coverage. Six Flags, which merged with Cedar Fair last November, is meeting this challenge, it says, by forming a digital alliance of global companies to help it improve the guest experience, though it did not name who it would be working with.

The improvements largely come in three categories: planning, rides, and parks. 

Planning

Updated website: Launching later this year, the revamped Six Flags site will utilize AI to personalize visits and drive a new loyalty program (of which the company did not offer details). The site, as well as the Six Flags app, will also include Missi Six, a generative AI digital concierge that can answer user questions.

Updated app: Park visitors increasingly rely on apps to get around and make the most of their day. Six Flags will add interactive maps, mobile food ordering, and customized recommendations based on users’ stated preferences.

Rides

Live ride wait times: Not sure if it’s worth trasversing the park to ride whatever the premier coaster is? New sensors will provide what Six Flags says are accurate wait times, letting you better plan your day. Six Flags is late to the game with this feature; Disneyland, Universal Studios, and many other theme parks have offered wait times on their apps for quite a few years, though the estimates are not always accurate. 

Better on-ride photos and videos: Six Flags plans to install integrated and updated photo- and video-capture equipment on its roller coasters, letting guests relive the thrill.

Around the parks

Digital wallet: Launching soon, says the company, this new feature will let guests access their loyalty benefits and pay any ancillary charges (from food to admission to in-park purchases) via the Six Flags app, a smartwatch, or a wristband. The idea is that guests won’t have to carry a wallet while at the park. Again, there’s a catch-up aspect to this. Disney lets guests tie their credit card to its MagicBands. And Sea World went cash-free in 2022. 

Faster parking: Say goodbye to the days of waiting 5 to 10 minutes just to park your car. The company plans to install automated toll plaza entries, using computer vision and AI to read license plates. That will cut entry time to three seconds per vehicle, it says.

Faster food orders: You can use the app to make mobile food orders, but if you’d prefer not to download that, you can use QR codes or NFC technology at tables throughout the park to order food without having to stand in line. Mobile ordering is standard at many major theme parks today. 

Skip the checkout at the souvenir stand: The park plans to install self-checkout options at its retail stores, both via kiosks and its app, to let people quickly purchase items and bypass long checkout lines.

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