Legoland is rolling out AI tech to tackle long lines at its attractions. The new system, dubbed Vision AI, utilizes overhead cameras to analyze real-time guest attendance on rides, according to Adrian Thompson, operations transformation director at Merlin Entertainments.
"We’re using a technology called Vision AI," Thompson stated.
"We have cameras placed over our attractions that analyze the number of people physically riding those attractions at any given time. It doesn’t identify you uniquely, but it identifies the number of people riding an attraction."
The system allows ride managers to respond quickly to any anomalies, like increased wait times. This shift from manual, paper-based methods to real-time data means issues can be addressed as they arise. 
SeaWorld is following suit with its newly launched "Expedition Odyssey," an immersive ride that takes guests to the Arctic using real footage.
"There’s no CGI in it," said Conner Carr, VP of rides and engineering at United Parks & Resorts.
"The standard on those ride types has always been to generate with animation or CGI effects for a ride film."
Using custom lenses and drones, SeaWorld captured authentic footage of Arctic wildlife. The design of Expedition Odyssey also features a rotating main tower, allowing for quicker guest turnover, similar to traditional roller coasters.
Legoland California and Legoland Florida are integrating augmented reality into experiences like the Lego Ferrari Build & Race, where guests can test their custom car designs virtually.
"The beauty for us is we’re always going to do hands-on experiences because it’s Lego," Thompson explained.
Across the industry, Disney is also ramping up its tech efforts. The company has partnered with Nvidia and Google DeepMind on a new open-source physics engine named Newton. The goal is to enhance the lifelike behavior of robotic characters in its parks.
"This collaboration will allow us to create a new generation of robotic characters that are more expressive and engaging than ever before," said Kyle Laughlin of Disney Imagineering.
As tech innovation accelerates in theme parks, challenges from tariffs loom. They could affect product imports essential for park operations and alter guest attendance patterns, especially from Canada.
Despite these challenges, attractions like Universal’s new Epic Universe and Disney’s plans for a seventh park in Abu Dhabi show that the tech-driven growth in the industry is far from slowing.
