AI Agents and Generative AI: Transforming Visitor Attractions in 2025

Artificial intelligence (AI) is no longer science fiction for theme parks, museums, zoos, aquariums, and other attractions. It’s here and making a real impact. Two buzzwords you’ll hear often are AI Agents and Generative AI. Tourism leaders are embracing these technologies to enhance visitor experiences and streamline operations. This article breaks down the basics of AI agents and generative AI in accessible terms, then explores practical applications in the attractions sector. We’ll also highlight recent trends, from the rise of AI trip planners to shifting traveler expectations, drawing on credible research. The goal is to provide an authoritative yet approachable guide to how AI is reshaping guest service, personalization, and operations at attractions worldwide.

AI Agents vs Generative AI – In Simple Terms

AI Agents: These are AI-driven assistants or autonomous programs that can carry out tasks, solve problems, or interact with people. For example, a chatbot on a museum’s app that answers visitor questions is an AI agent, it “understands” inquiries and provides helpful responses on its own. AI agents can also work behind the scenes, making decisions like adjusting ride schedules based on crowd flow or managing inventory. An AI agent is like a digital staff member that learns and acts by itself (within set guidelines), handling everything from answering guest inquiries to optimizing operations. For attractions, that means they can comprehend a visitor’s question and take appropriate action, whether it’s finding information or even coordinating multiple tasks (for instance, checking weather forecasts then suggesting the best showtimes to avoid the rain). The key benefit is 24/7 autonomous assistance. AI agents don’t get tired, and they can handle countless routine interactions simultaneously.

Generative AI: This refers to AI technology that generates new content such as text, images, audio, even video that looks or sounds like it was made by a human. Generative AI uses patterns learned from vast data to create original outputs. For instance, generative AI can write a natural-sounding answer to a visitor’s question (“What exhibits are kid-friendly?”) or even produce artwork and translations on the fly. A popular example is ChatGPT, which can draft explanations or travel itineraries in seconds. In attractions, generative AI can create engaging content or personalized recommendations in real time. An easy way to understand it: if you’ve seen AI that writes like an author or paints like an artist, that’s generative AI at work. It’s the technology allowing a theme park’s app to instantly create a customized schedule for a guest (“Here’s your perfect afternoon plan with minimal wait times!”) or enabling a museum kiosk to tell a story about an artifact in multiple languages. According to IBM, generative models are deep-learning systems that produce high-quality text, images, and other media based on the data they were trained on. Generative AI is the creative engine behind many new digital guest experiences, while AI agents are the decision-makers and doers. With these definitions in mind, let’s look at how they’re being applied in visitor attractions today.

Enhancing Guest Experiences with AI

Modern attractions are using AI to make visits more personalized, informative, and hassle-free. A prime example is AI-powered virtual guides and chatbots. Theme parks and museums now deploy chatbots on websites or mobile apps that serve as digital tour guides.

For instance, if a family at a zoo wants to know, “Where’s the nearest café and what animal presentation is happening next?”, an AI chatbot can instantly answer and direct them. Zoo Atlanta introduced an “AI Animal Assistant”, an interactive guide embedded in its app and site that lets visitors ask about exhibit locations or animal facts and get immediate answers, replacing the need to flip through paper maps. This solution was developed by SatisfiLabs.

Guests can ask, “What time is the lion feeding today?” and the AI assistant responds with the schedule and location, thanks to its connection to the zoo’s database. This kind of conversational AI enhances the visitor experience by making information accessible on demand in a natural Q&A format. It’s available 24/7 and can handle unlimited queries simultaneously, freeing up staff to focus on in-person customer service needs.

Beyond Q&A, AI agents personalize the experience. Major theme parks have rolled out trip-planning assistants that tailor recommendations to each guest. For example, Disney’s Genie service (within the Disneyland and Disney World apps) uses AI algorithms to suggest attractions and schedule your day based on real-time wait times and your preferences, effectively acting as a smart itinerary planner (More info ). If you love roller coasters, Genie might guide you to a big coaster in the morning when lines are shortest, then suggest a nearby show while the system quietly rebooks you a later slot for another popular ride. This dynamic personalization helps visitors see more and wait less, a big win for guest satisfaction. AI can analyze data from cameras and sensors to determine the level of occupancy in each area of the park, and then adjust digital signage or app notifications to redirect guests to less crowded attractions. The result is a smoother experience: guests encounter fewer bottlenecks and more evenly distributed crowds.

AI is also breaking language and accessibility barriers. Many museums and tourism sites now leverage generative AI to provide on-the-spot translations or even AI-generated sign language avatars for deaf visitors (a developing area of innovation). At some attractions, augmented reality (AR) experiences are driven by AI. Point your phone at a painting or an animal, and the AI can recognize it, displaying information or even a playful narrative about it. This interactive storytelling can be powered by generative AI, which might craft a short tale or fun facts in the moment. Real-world cases illustrate the trend. The Salvador Dalí Museum in Florida launched an AI-based guide where visitors can actually talk with a life-sized digital Salvador Dalí. It uses generative AI (including OpenAI’s GPT-4) to have the late artist’s persona answer questions about his art in real time. Imagine asking a painting on the wall, “What inspired you?” and getting a thoughtful answer as if from the artist. That’s now possible with AI. Similarly, other museums and historic sites are experimenting with “virtual characters” and audio guides generated by AI to provide richer storytelling. These examples show how generative AI content can bring exhibits to life on a very personal level. The common theme is personalization. According to a Booking.com Global AI Sentiment Report, a whopping 71% of travelers said they value personalized recommendations. In addition, nearly 9 in 10 consumers are open to using AI for planning future travel, and 24% now trust AI assistants more than travel bloggers (19%) or social media influencers (14%). However, we also need to consider current usage. According to Phocuswright's small sample study in the USA, 39 percent of the surveyed customers were aware of and had used generative AI. In comparison, fewer than 20 percent of respondents reported the same awareness about Web3 wallets.

Smart Operations and Forecasting

Behind the scenes, AI is helping attractions run more efficiently and intelligently. One major application is demand forecasting and crowd management. AI systems can analyze historical attendance data, weather, holidays, and even social media trends to predict how many visitors will arrive on a given day. These forecasts help theme parks and museums schedule the right number of staff, prepare food services, and plan entertainment timings more accurately. For instance, an AI agent might predict higher crowds on an upcoming sunny Saturday and automatically recommend adding extra shuttle buses or extending park hours. This level of foresight was hard to achieve manually, but AI can crunch huge data sets in seconds to spot patterns. Predictive analytics in crowd management also means adjusting in real-time if certain areas of a park are becoming congested. AI can trigger actions like sending out app alerts (“The west wing is busy; check out the show at the east theater for more space”) or dynamically opening an overflow route. The result is not just a better guest experience, but also safer, more controlled environments during peak periods.

AI-driven dynamic pricing is another operational tool gaining traction. Much like airlines or hotels, attractions are starting to use AI to adjust ticket or admission prices based on real-time demand, season, or even weather. For example, an amusement park might use an AI pricing model to offer discounted evening tickets on slow days or slightly raise prices on holidays when demand is overwhelming, all calculated through machine learning algorithms. According to industry reports, parks and attractions are adopting dynamic pricing models powered by AI, adjusting ticket rates in real-time based on demand and visitor behavior. This helps smooth out attendance (encouraging visits during off-peak times with lower prices) and optimizes revenue. Importantly for guests, it can also mean deals when the AI predicts lower footfall, creating a win-win scenario of improved crowd distribution and value. Many venues already use simpler tiered pricing; AI takes it further by continuously learning from purchasing patterns and external factors to set the “right price at the right time, "something too complex for humans to do manually.

AI agents are also streamlining operations, such as maintenance and supply chain management. Attractions rely on numerous complex systems (rides, lighting, HVAC, etc.), and AI-based predictive maintenance ensures they run smoothly. Sensors on a roller coaster, for example, feed data to an AI system that learns normal patterns and can flag anomalies (like a motor vibration out of the ordinary) before a breakdown happens. This allows parks to fix issues proactively overnight instead of facing a ride closure midday. On the facilities side, AI can optimize energy use, and smart systems adjust lighting or AC based on occupancy, saving costs while maintaining comfort. In zoos and aquariums, AI is being trialed to monitor animal health and habitats (through camera vision that tracks animal movements 24/7), alerting staff to any unusual behavior or potential issues. These operational enhancements might not be visible to visitors, but they result in more reliable attractions, fewer disruptions, and even sustainability gains.

Notably, AI is helping with waste reduction and sustainability goals in the tourism sector. In hotels and large resorts (which are similar to theme parks in operations), AI has been used to monitor food production and consumption to cut down on waste. One major hotel group, for instance, utilized an AI system to track buffet consumption and adjust purchasing, resulting in a 30% reduction in food waste and a corresponding cost savings. Attractions can apply the same principle at restaurants. These efficiencies are increasingly important as the attractions industry seeks to reduce its environmental footprint. The World Travel & Tourism Council (WTTC) has highlighted the role of AI in advancing sustainability, noting that AI can personalize the visitor experience and help meet green targets by optimizing resource utilization. In other words, AI isn’t just about guest-facing glitz; it’s also about smarter, leaner operations that benefit the bottom line and align with responsible tourism practices.

Generative AI: New Content and Marketing Opportunities

While AI agents optimize processes and assist guests, generative AI is opening up new frontiers in content creation and marketing for attractions. One exciting use is creating marketing materials much faster and at a lower cost. For example, a tourism board or theme park marketing team can use generative AI to draft engaging social media posts or travel blog content highlighting their attraction, then have human staff refine the tone. This greatly accelerates content production. Generative AI image tools can help design posters or imagine concept art for new exhibits. An aquarium could use AI to generate a short video simulation of a new dolphin show for promotional purposes without filming a single frame. These capabilities enable attractions, particularly smaller ones with limited budgets, to maintain a robust online presence and cater to the content-hungry social channels that travelers frequently visit.

Another area is personalized visitor content. Attractions can leverage generative AI to send follow-up materials to guests. For instance, an AI system might automatically generate a custom “memory booklet” email for a theme park visitor, featuring a fun narrative of their day based on the rides they went on (data from an app) and the photos they took. This kind of personalized storytelling, created by AI, can greatly enhance post-visit engagement and loyalty. It feels bespoke, yet it’s automated in the background. Even within the venue, generative AI can tailor on-screen content. Imagine a science museum exhibit where visitors input their name and a few interests, and an AI instantly generates a short story or avatar that guides them through the exhibit. This is becoming feasible with today’s AI. In fact, travelers are increasingly expecting more interactivity and customization.

We already see AI-generated characters and experiences adding novelty in attractions. Beyond the Dalí example earlier, some theme parks are experimenting with AI characters that interact with guests in real time (through screens or animatronics with AI brains). These characters can improvise dialogues or react differently every time, thanks to generative AI, making encounters more memorable than a scripted loop. This is an evolving space, but it hints at a future where every visitor might get a slightly different, AI-customized entertainment experience, whether it’s a holographic guide tailoring its script or an interactive game that builds a story around the visitor’s choices. For attractions focused on edutainment, generative AI can even help create quiz questions or riddles on the fly, adjusted to the age or knowledge level of the visitor, keeping them engaged and learning at their own pace.

On the business side, generative AI aids attractions in communication and planning. Customer service emails can be answered with the first draft written by AI (and vetted by staff), speeding up response times for guest inquiries or feedback. Internal operations benefit too: AI can generate reports or summarize visitor feedback comments from thousands of surveys, giving managers quick insights. Essentially, generative AI serves as a creative and analytical assistant, empowering attraction management to respond faster to trends and tailor their offerings.

Trends and Traveler Expectations

AI in tourism is moving from novelty to necessity. Recent adoption trends show that attractions and travel companies are investing heavily in these technologies. According to Statista, Surveys focusing on future trust reveal that more than 70% of travelers would trust AI to handle various tasks, such as accommodation planning (75%), international and local transport arrangements (74% each), and meals and entertainment (70%) by 2033. That’s a remarkable signal of trust. Many travelers are essentially saying, “I’d hand the reins to an AI if it saves me time and gets it right.” This represents a significant year-over-year jump, indicating rapid adoption. The travel public is getting comfortable with AI as part of their journey, whether it’s using a flight price predictor, a chatbot for hotel booking, or an itinerary generator.

For attractions, this means guests will increasingly expect AI-driven conveniences during their visits. Today’s travelers (especially younger generations) are digital natives. As these younger visitors form the majority of park-goers and museum attendees, their expectations for instant information and personalization are high. They’ll gravitate toward attractions that offer seamless mobile apps, real-time updates, and smart recommendations. According to the World Travel & Tourism Council, embracing AI is now seen as urgent for tourism businesses to stay competitive. The WTTC noted in 2024 that travel companies need to make AI a “strategic priority” to personalize customer experiences and even advance sustainability goals. In practice, this could mean an aquarium uses AI to tailor each guest’s path to see their favorite marine creatures first (personalization), while also using AI to optimize tank energy usage (efficiency). The bottom line: attractions that leverage AI thoughtfully can deliver the kind of smooth, enriched experience that modern travelers are beginning to consider the norm.

Traveler expectations have shifted toward hyper-personalization and on-demand support. People planning visits now often consult AI trip planners; for example, both Expedia and Booking.com have integrated generative AI chat features to act as travel assistants, a move that would have been unthinkable a few years ago. They appreciate the speed and tailored results AI provides (“Find me the best family-friendly rides in the park this morning” done in seconds). Moreover, travelers increasingly expect digital self-service through mobile, a trend accelerated by the pandemic and the convenience of apps. This means that at attractions, offering an AI-enhanced app or kiosk isn’t just a tech gimmick; it meets a real expectation for quick, intelligent service.

At the same time, maintaining human touch and trust remains crucial. Surveys indicate that while people welcome AI help, they still value human expertise for complex or sensitive needs. Attractions should view AI as augmenting their staff, not replacing the warm hospitality and creativity humans provide. For example, an AI chatbot can efficiently handle 70% of routine guest questions, but when it forwards a complicated query to a human staff member, that staff member now has more time to provide exceptional service. The sweet spot and something we advise as an industry best practice is to use AI for what it does best (speed, data crunching, personalization at scale) and free up your employees to add the empathetic, personal care that technology can’t replicate. The most successful attractions so far blend the two: AI quietly handles the logistics, while staff focus on magical moments with visitors.

Final Takeaway

AI agents and generative AI are no longer futuristic concepts. They’re practical tools that attractions can use today to personalize visits, improve operations, and grow smarter. Whether you're managing a theme park, museum, or zoo, embracing these technologies will help you stay competitive and exceed visitor expectations. Thanks for reading! If you're ready to explore how AI can elevate your guest experience or streamline your back-office operations, EXA Global Consulting is here to help.

References

Booking.com. (2024, May 28). Booking.com releases the Global AI Sentiment Report. https://news.booking.com/bookingcom-releases-the-global-ai-sentiment-report

Disney. (n.d.). Disney Genie Service. Walt Disney World Resort. https://disneyworld.disney.go.com/genie/

Li, H., Xi, J., Hsu, C. H. C., Yu, B. X. B., & Zheng, X. (Kevin). (2025). Generative artificial intelligence in tourism management: An integrative review and roadmap for future research. Tourism Management, 110. https://doi.org/10.1016/j.tourman.2025.105179

Phocuswright. (November 7, 2024). Awareness and usage of selected advanced technologies among digital travelers in the United States as of 2024 [Graph]. In Statista. Retrieved November 10, 2025, from https://www.statista.com/statistics/1557647/awareness-usage-travel-technologies-us/

Salvador Dalí Museum. (n.d.). Ask Dali: An AI experience. Retrieved November 10, 2025, from https://thedali.org/exhibit/ask-dali/

Satisfi Labs. (2023, September 13). Webinar recap: Transformative technology—AI chat best practices for zoos and aquariums. https://www.satisfilabs.com/blog/webinar-recap-transformative-technology-ai-chat-best-practices-for-zoos-and-aquariums

World Travel & Tourism Council (2024). “AI Set to Shape the Future of Travel & Tourism,” WTTC Press Release – quote from Julia Simpson (WTTC CEO) on AI as a tool for personalizing experiences and driving the future of tourismwttc.org