PortAventura World is an entertainment complex located in Spain, near the city of Salou, in Catalonia, 1 hour south of Barcelona. This is one of the largest amusement parks in Europe, part of a complex that includes several attractions, shows, hotels, restaurants and themed areas. Last year the resort was visited by almost 5.5 million people, 20% of whom were French.
PortAventura World increasingly relies on innovation to remain competitive. This includes using advanced technologies such as artificial intelligence and augmented reality to enhance the visitor experience. The advent of advanced language models such as ChatGPT marks a turning point comparable to the advent of the iPhone, allowing AI to become fully integrated into our daily lives. For example, AI is used to develop virtual assistants such as “Pawla,” a chatbot that helps visitors plan their visit and find information in real time. Capable of understanding user intent, this chatbot offers a more personalized and enjoyable experience.
The Spanish company has created an innovation division to address industry challenges and meet the expectations of new generations, in particular by using technology to improve the customer experience. PortAventura World continues to invest in its development to remain at the forefront of entertainment in Europe. The focus is on improving the customer experience (particularly through personalization and technology), as well as developing new immersive experiences.
“Artificial intelligence represents a major transformation that is a game-changer. The real question now is: what’s the best way to take advantage of it? How can you take advantage of these technologies? » Andreu Tobella Brunet
Artificial intelligence has also been used in the development of a new project, Hysteria in Boothill, launched in August. Integrating generative AI reduced production costs by 20% and sped up the creation process by 30%. “Artificial intelligence is a tool that allows us to do things better, faster and at a lower cost. »
