Exploring the Role of AI in Attraction Development

Understanding AI's Value Beyond Speed

After working as an attraction designer, architecture manager, and master planner, I have started to look at AI in the other way. Initially, I recognized its obvious value in terms of speed. AI can accelerate iteration, visualization, research, and many repetitive parts of the development process. However, speed is not where I see its greatest potential.

In attraction development, the most challenging problems often surface later in the process. A concept may appear strong during the Blue Sky development phase. Yet, as the project progresses, factors such as structural loads, architectural codes, constructability, ride/show/architecture conflicts, operational requirements, cost, and schedule begin to reshape the design.

Individually, many of these changes are reasonable. But over time, something more significant can happen: the original creative intent can gradually disappear. This is where I believe AI could become much more valuable.

The Designer's Role in Defining Experience

AI should not dictate what the experience should be. The designer still needs to define that direction. We must ask ourselves:

• What is the world we want the guest to enter?

• What is the core emotion we want them to feel?

• Where is the unexpected reveal?

• How does that emotion build toward the climax?

  
  

For me, one of the most important emotions is a sense of something magical. It’s that feeling when a guest crosses from ordinary reality into a world that could not exist outside the experience.

Once that intent is established, AI may help us explore more possibilities around it. Could it identify ride/show/architecture conflicts earlier? Could it expose constructability issues before they become expensive redesigns during construction? Could it compare alternatives while considering structure, code, schedule, cost, and the original experience intent simultaneously?

Recognizing the Impact of Design Decisions

Perhaps most importantly, could AI help us recognize when hundreds of individually reasonable design decisions are slowly pulling the project away from the experience we originally intended to create?

This is also where value engineering becomes more interesting. Value engineering should not simply mean removing expensive elements. The harder question is: What can change without reducing the core guest emotion?

Visual elements can change. Technical solutions can adapt. Even parts of the climax may need to evolve. But if the guest no longer feels what the experience was created to evoke, we may have optimized the project while losing its value.

The Emerging Relationship Between Designers and AI

The future of AI in attraction development may, therefore, be less about generating more ideas and much more about helping creative, technical, operational, and commercial decisions remain integrated around a shared intent.

The Intersection of AI, Constructability, and Guest Emotion

I am increasingly interested in this intersection between AI, constructability, creative intent, and guest emotion. This convergence holds the potential to redefine how we approach attraction development.

AI's Role in Generation and Coordination

Where do you think AI could have the greatest impact in attraction development? Is it in generation, coordination, early risk detection, or decision support? Each aspect presents unique opportunities for enhancing the development process.

Enhancing Guest Experience Through Technology

As we explore these possibilities, it’s essential to remember that technology should serve to enhance the guest experience. By maintaining a focus on the emotional journey we want to create, we can leverage AI to support our vision rather than detract from it.

The Future of Themed Entertainment Design

In the realm of themed entertainment design, the stakes are high. We are tasked with creating spaces that not only entertain but also resonate deeply with guests. By integrating AI thoughtfully into our processes, we can push the boundaries of imagination and create award-winning attractions that leave lasting impressions.

Conclusion: Embracing Change in Attraction Development

As we move forward, embracing change will be crucial. The integration of AI into attraction development is not just a trend; it’s a transformative shift. By harnessing the power of AI, we can ensure that our creative intent remains intact while navigating the complexities of design and construction.

The journey ahead is filled with potential. Let’s explore it together, ensuring that every decision we make brings us closer to the magical experiences we aim to create for our guests.