Six Flags said Tuesday that it plans to release generative AI tools in partnership with Google Cloud.

The project includes tools meant to enhance visitor experiences and optimize business operations.

The plan is to release AI chatbots on updated versions of the Six Flags mobile app and park websites later this year. Powered by Google Cloud’s Vertex AI Conversation, the company said the virtual assistants will provide personalized recommendations and answer questions as visitors plan their trips, meant to reduce the need for interaction with live agents. 

“This partnership signifies a monumental leap in our strategic direction, ushering in a new era of technological empowerment for Six Flags,” said Omar Jacques Omran, chief digital officer of Six Flags, in a statement. “With Google Cloud’s 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.”

Thomas Kurian, CEO of Google Cloud, added in a statement: “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.”

The majority of generative AI partnerships in the travel industry have been with OpenAI, the maker of ChatGPT. 

Priceline released a tool in partnership with Google Cloud in July. And eDreams Odigeo said in May that it would be partnering with Google Cloud to integrate generative AI into its own technology.

Though generative AI technology is still in early stages, executives of many large travel companies have said they see the potential for disruption and are working on implementing it into their businesses.

Tags: artificial intelligence, generative ai, google, google cloud, six flags, theme parks, tours and activities