by Maris Ensing, Mad Systems
Part one examined the growing importance of advanced personalization as a fundamental infrastructure across various sectors. It discussed the necessity of hyper-personalization, the contributions of Mad Systems’ patented AI-driven infrastructure, and how ESG and IDEA should be more than mere buzzwords.
Part two explores how hyper-personalization technology fosters deeper human connections and promotes a healthier planet, while also supporting the mega-projects of the future.
4. No tradeoffs – IDEA and ESG hand in hand
Mad Systems’ commitment to IDEA is inseparable from our commitment to ESG excellence. By embedding inclusivity, diversity, equity, and accessibility into the very fabric of our products, we enable clients to achieve their social responsibility goals in parallel with operational and environmental gains.
This is a future-forward strategy. An attraction or city that deploys Mad Systems technology simultaneously improves the guest experience for all visitors (meeting IDEA objectives. It also strengthens its ethical and sustainable profile (meeting ESG objectives).
There is no need to choose one over the other or bolt on accessibility later. It’s all built in from the start.
As one industry leader noted, our platform’s flexibility caters to a diverse range of audiences while remaining user-friendly and adaptable. With solutions like Lory, venues can now offer “true inclusivity, multilingual engagement, and seamless media delivery. All through a simple, user-friendly system… a smarter, more inclusive approach to visitor experiences”.
In short, Mad Systems provides the tools to innovate responsibly: to delight a broad spectrum of guests, to reduce environmental impact, and to uphold the highest standards of privacy and governance, all at once.
We envision a world where personalization technology creates richer human connections and a healthier planet.
Through QuickSilver, CheshireCat, Alice, and Lory, that vision is coming to life. It’s helping our partners lead in IDEA and ESG initiatives with no compromises, and setting a new benchmark for what it means to design experiences that are as inclusive and sustainable as they are unforgettable.
5. Hyper-personalization – serving the mega‑projects of tomorrow
The world’s biggest upcoming projects are betting on personalization as a core feature, not a frill.
Saudi Arabia’s Vision 2030 giga-developments, the planned Riyadh Expo 2030, and entertainment giants like Disney and Universal are all converging on the same ambition: create spaces that feel truly alive to each guest, with experiences tailored in the moment to whoever is there.
Personalization technology is rapidly shifting from a nice-to-have novelty to must-have infrastructure for these ventures. Much as Wi‑Fi went from a luxury to an expectation a decade ago.
Even the theme park titans are embracing hyper-personalization.
Disney’s leadership has spoken about plans to personalize park visits by linking them with guests’ Disney+ streaming profiles, blending physical and digital behavior to tailor the experience.
Universal, meanwhile, was an early adopter of biometric entry. It is now expanding facial recognition beyond the front gate to express ride lanes and other guest touchpoints. The message is clear. The next generation of museums, theme parks, expos, and smart cities will be built around responsive, personalized interactions at every turn.
Mad Systems’ IP portfolio uniquely positions us as a ready-made engine for this transformation. Our hardware-agnostic, software-driven platform offers:
Scalability
From a single pilot exhibit up to an entire city district, with the capacity to personalize for hundreds of thousands of visitors per day.
Seamless integration
Vendor-neutral design that layers onto existing A/V and IT infrastructure so clients can enhance current systems rather than rip and replace.
Future-proof architecture
A flexible framework ready to incorporate new recognition modalities (from wearables to RFID to emerging AI sensors) as they arise, ensuring the solution stays cutting-edge over time.
With multiple worldwide patents granted and more pending, our technology suite can be the plug-in personalization layer for any visitor attraction looking to leapfrog into the future.
It’s a scalable, strategic solution that turns venues into smart, adaptive environments – essentially making the venue itself a high-value interactive asset.
In an era when destinations compete to offer the most memorable, shareable experiences, hyper-personalization can be a true differentiator. One that drives repeat visitation and brand loyalty.
6. Looking ahead
The age of passive, one-size-fits-all entertainment is fading. In its place rises an era where every visitor is recognized, respected, and engaged through individualized storytelling.
Hyper-personalization will soon be as fundamental to visitor attractions as lighting or internet access – a behind-the-scenes infrastructure that animates the entire guest journey. By uniting robust patented technology, accessibility leadership, and privacy-centric engineering, Mad Systems helps museums, theme parks, cultural sites, and city planners deliver on that promise today.
We enable our clients to offer each guest a personalized journey tailored just for them, while upholding the highest standards of inclusivity, ethics, and sustainability.
If you are designing the next landmark destination or reinventing a beloved venue for contemporary audiences, our team would be delighted to share insights and explore collaboration opportunities.
Let’s build experiences that feel personal, inclusive, and sustainable for every guest who walks through your doors. The technology is here, it’s proven, and it’s ready to transform visitor experiences into something truly unforgettable.
7. Hyper-personalization – from vision to immediate reality
Hyper-personalization is no longer a futuristic concept.
Mad Systems has already moved it from R&D whiteboards into solutions that speak every language, adapt to every ability, and protect every visitor’s privacy. TeaParty, QuickSilver, CheshireCat, Alice, and Lory are running, proving that responsive, inclusive environments are real, reliable, and sustainable.
Key takeaways:
- Market and mission: Audiences now expect personalized experiences. The global market is predicted to reach nearly 300 billion USD by 2030. Fulfilling this demand is increasingly becoming essential infrastructure rather than a luxury upgrade.
- Patented platform: Our secured IP – ten issued US, five more pending in the US, and an expanding set of international grants in the Kingdom of Saudi Arabia, China, and Hong Kong, with pending patents in the UAE, Europe and Australia – delivers instant, visitor-specific media while keeping any biometric data on‑premises for full governance compliance.
- IDEA and ESG alignment: The same engine that personalizes content also advances inclusion, diversity, equity, accessibility, and sustainability by design. This eliminates waste and ensuring ethical data practice.
- Cross-sector reach: From theme parks and expos to quick-service restaurants and transit hubs, one cohesive architecture serves every vertical without siloed bolt-ons.
- Future‑proof roadmap: Weekly R&D sprints are adding new recognition modes, AI narrative tools, and edge‑optimized hardware. Even our not-yet-public features use components that already exist in the lab or pilot phase, keeping every next step within near-term reach.
In short, this is not science fiction. The foundational technology is field-proven and available now. And the next wave of capabilities is already moving through our development pipeline at remarkable speed.
For destination developers, cultural institutions, and smart‑city planners, partnering with Mad Systems means you can deploy hyper-personalization today and stay continuously ahead of visitor expectations tomorrow.
Let’s build the experiences of the future – starting right now.
