IAAPA CEO On How AI Is Transforming Theme Parks And Changing the Game

For over a century, the International Association of Amusement Parks and Attractions (IAAPA) has been at the forefront of the attractions industry, bringing together theme parks, zoos, aquariums, museums, and industry suppliers worldwide.

With over 6,000 members across 100+ countries, IAAPA continues to set the gold standard for safety, innovation, and guest experiences, ensuring that the future of entertainment is more immersive and dynamic than ever before.

The theme park industry is undergoing a major transformation, as guests now expect fully immersive experiences rather than just traditional rides.

Jakob Wahl, CEO of IAAPA, spoke to The Blast about how guest expectations have evolved dramatically in recent years.

"The demand for immersive experiences is transforming the way attractions are designed and operated," Wahl explained. "Today’s guests expect more than just a ride, they want to step into a fully realized world with a compelling storyline, rich theming, and multisensory elements that engage them on a deeper level. A roller coaster alone is no longer enough; it needs a narrative, a soundtrack, and carefully crafted environments that enhance the guest's journey."

This shift in guest expectations has led theme park operators to fine-tune every detail, from themed food and beverage options to immersive scent technology that complements attractions. Parks are crafting elaborate storytelling elements, making guests feel like active participants rather than just spectators.

Wahl emphasized that this level of detail creates an emotional connection, making each visit feel unique and unforgettable.

Wahl further explained how major parks are already integrating AI in multiple ways.

For example, Six Flags has begun overhauling its digital platforms by introducing a generative AI concierge to assist guests with real-time information and personalized recommendations. The Disney Parks, on the other hand, has formed a new group to integrate AI and mixed reality into its parks, enhancing interactive experiences.

Augmented reality (AR) and AI-driven mobile experiences create interactive moments where guests can see digital characters appear in real-time through their smartphones, Wahl explained to The Blast, adding that AI-powered itinerary planning curates personalized schedules for visitors, adjusting in real-time based on guest preferences and park conditions.

Wahl also spoke about how AI-driven characters and virtual hosts will change the way guests experience attractions.

"AI can enable characters to have unique, real-time conversations with guests, creating more personalized and engaging interactions," he told The Blast. "Virtual hosts could assist guests with navigation, answer questions, or even guide them through immersive experiences in multiple languages."

This means that rather than simply meeting a static costumed character, guests may soon interact with an AI-driven version of their favorite figures, capable of remembering past conversations and responding in real time.

Some skeptics worry that AI could replace the human artistry and storytelling that have long defined theme parks. However, Wahl strongly disagrees, emphasizing that AI is a tool to amplify creativity, not replace it.

He explained that the most compelling attractions are driven by emotional storytelling, artistic vision, and cultural depth, elements that AI cannot replicate on its own. "AI-driven augmented and virtual reality elements can enhance immersion by responding dynamically to guest movements and emotions. Even background elements, such as AI-powered music and lighting, can adjust to create a more engaging atmosphere," he said.

"These innovations allow parks to deliver experiences that feel both magical and deeply personal," Wahl added.

Rather than eliminating human designers, AI will enhance their work, allowing for more intricate and adaptive storytelling that shifts based on guest interactions, faster development of immersive worlds using AI-generated environments, and a balance between technology and creativity that keeps the human touch at the core of the experience.

Wahl added that AI doesn’t replace a job, it’s replaced by someone who knows how to use AI.

"AI is a powerful tool that enhances, human creativity. The most compelling attractions are driven by emotional storytelling, artistic vision, and cultural depth, elements that AI cannot replicate on its own," Wahl explained. "Instead, AI acts as a collaborator, enabling designers to push boundaries through adaptive narratives, real-time interactivity, and deeper guest engagement."

Looking ahead, AI is poised to reshape the theme park experience in ways we are just beginning to understand.

Wahl predicts that the most significant AI-driven changes in the next decade will include attractions featuring AI-driven characters that remember guests and evolve relationships with them over multiple visits, hyper-efficient crowd management with AI predicting and adjusting traffic flow in real time, and the near-elimination of long wait times as AI optimizes ride distribution and guest movement.

"AI will likely redefine guest experiences through hyper-personalization, predictive technology, and interactive storytelling," he told The Blast. "Attractions could feature AI-driven characters that remember past interactions, evolving relationships with returning guests. Parks will use AI to predict and manage crowd flow with near-perfect efficiency, reducing wait times and enhancing guest satisfaction."

"Ultimately, AI will make theme parks more immersive, efficient, and tailored to each visitor while still preserving the human creativity that makes these experiences unforgettable," he added. "But the classic fun of an amusement ride will always exist. It just might be enhanced."