Six Flags Plans to Accelerate Digital Transformation in Amusement Park Industry, Embraces Generative AI

Six Flags Entertainment Corporation (NYSE: SIX), the world’s largest regional theme park company and the largest operator of water parks in North America, announced Tuesday that it is working with Google Cloud to enhance visitor experiences and optimize business operations. This collaboration will involve using Google Cloud’s Vertex AI Conversation and other services to accelerate digital transformation at Six Flags, including the introduction of a virtual assistant powered by generative AI (gen AI).

Selim Bassoul, CEO of Six Flags, said the “partnership will propel us into the future” and that leveraging the gen AI technology “will help us transform our operations and, most importantly, enhance our guests’ experiences … . This is a pivotal moment for Six Flags and the wider amusement park sector.”

Six Flags will also apply Google Cloud’s capabilities in AI, analytics, and infrastructure “to offer improved operations, personalization, and customer experiences across Six Flags’ portfolio of parks.”

By integrating Google Cloud’s advanced gen AI tools into its digital platform, Six Flags will create immersive, customized experiences for park guests.

Omar Jacques Omran, Six Flags’ Chief Digital Officer, emphasized the transformative potential of the collaboration. “This partnership signifies a monumental leap in our strategic direction, ushering in a new era of technological empowerment for Six Flags,” he said. Using the technology, “we are committed to not only enhancing park operations, but also creating unparalleled, personalized guest experiences. We will bring an increased level of agility and responsiveness to our operations, redefining the way we serve our guests and setting new benchmarks in the amusement park industry.”

The company added that its Six Flags’ virtual assistant “will offer a new level of convenience and personalization for park guests and will be available later this year on the revamped Six Flags mobile app and park websites. On the app, the virtual assistant will guide visitors in planning their day at the park with personalized recommendations. On the website, it will efficiently answer customer queries, significantly reducing the need for interaction with live agents.”

Further, the company believes Google Cloud’s solutions “will streamline Six Flags’ operations, boosting efficiency and productivity.

Thomas Kurian, CEO, Google Cloud, highlighted the transformative potential of the collaboration. “Generative AI can help Six Flags’ accelerate their ambitions to transform both the customer and employee experience.  By ingesting and synthesizing information across Six Flags’ extensive park portfolio, generative AI will enable the theme park operator to redefine guest experiences, providing more personalized information about rides, entertainment, dining and more.”