CONDUCTR, a new UK-based innovation studio, has announced its newest innovation, Attractions Intelligence, which uses next-generation AI technology to reimagine classic experiences. The company has taken the example of a haunted house and given it a brain, to create an attraction that thinks for itself for a personalised fright experience.
Co-founder Peter Cliff says “We’re excited to launch Attractions Intelligence at CONDUCTR’s first IAAPA Expo Europe. We believe this technology has the power to transform the way attractions are created and experienced.”
This new solution can help operators to give a new lease of life to a classic ride, personalise a walk-through experience or create something new to engage guests. Attractions Intelligence from CONDUCTR can enhance the visitor experience and supercharge the capabilities of many different types of attractions entertainment.
AI-driven immersion for themed attractions
Using the most cutting-edge advancements in AI, the firm has created a system that is able to read guests’ emotions, respond to their reactions, track their face and body movements and recognise artefacts, all in real time. The proprietary system then uses this data to affect controllable elements within attractions – evolving traditional linear ride control systems with future technologies.
As a result, operators can offer an enhanced, more engaging experience. For instance, portraits that follow the visitor around the room, instantly changeable digital content that transforms ride scenes, animatronics that recognise and react to individuals, or secret passageways and interactives that ‘unlock’ based upon the actions or outfits of the visitor.
“I believe we’re only just scratching the surface of what our Attractions Intelligence system is capable of,” says Ben Dowson, creative director of CONDUCTR. “For our launch campaign, we’re resurrecting the haunted house, which is a very powerful and compelling idea. But the AI system can be applied to all manner of attractions and narratives. It unlocks so much potential to create unique and more personalised ‘how did they do that?’ styled experiences.”
The autonomous AI technology allows for ‘passive interaction’ where guests interact and make choices without necessarily realising it.
The company’s co-founder, Jos van der Steen, explains “Stop interacting and start reacting is an intentionally bold statement. Through past experience and market research, we’ve found that guests don’t always want the pressure of having to make decisions as part of an attraction. How do I know what’s the best button to press, or the best door to walk through?
“Our Attractions Intelligence system takes care of that decision making by removing distracting interactives and daunting multiple choice. In the example of our haunted house, the AI system provides a magical, invisible layer of technology, which creates the illusion of an attraction that can think for itself.”
The new product in action
One of CONDUCTR’s key innovations is what’s being called the ‘scare stare’ portrait. This is a digital portrait which uses AI to track the faces and gestures of visitors. When it locks on to a person, the digital content then mimics their movement and expressions. However, when the guest is captivated and distracted by the portrait, it can jump out and scare them when they least expect it.
“It’s a really simple and effective jump scare” says Bruno De Angelis, CONDUCTR’s creative technologist. “Using a combination of AI models, 3D rendering and compositing, we track the guests face and their expressions. This data feeds into a virtual character which reacts to the guests and provides the perfect scare moment.”
This AI technology can also be used to alter ride scenes in real time by reading guests reactions. In the visuals below, digital content, animatronics, AV and lighting can all be controlled and programmed to change instantly, depending on how guests react to the stimuli of the narrative. So, for a haunted house attraction, the content will change based on what visitors are most scared of.
The result is a more personalised experience, one that is tailored to the individual. This also boosts return visits and encourages post-ride engagement, as they share their differing experience with friends and family.
“Technology is now an expected and integral part of the user experience,” says Cliff.“Here at CONDUCTR we have a ‘heads up not heads down’ mentality. Our mission is to use tech in positive ways to enhance and enrich the guest experience, creating magical shared moments that bring audiences together.”
The company will be exhibiting at IAAPA Expo Europe 2022 from 13 – 15 September at London’s ExCeL and can be found at booth #1750.
Earlier this year, CONDUCTR also announced the launch of Electric Carrom, a patent-pending reinvention of a popular game from South Asia. The company has brought the game up-to-date for a modern audience, through the use of state-of-the-art tracking and immersive technology.
