www.parkworld-online.com
Industry Insider
“Science fiction has given everyone a vivid frame of
reference for autonomous characters”
Matt: What is the next evolution of this concept? Marc: The next step is richer and more natural interaction. That includes characters with broader repertoires of movement, stronger contextual awareness and a greater ability to maintain their identity across different encounters. Over time, we also expect to see multiple
different from a system that can operate reliably in a busy commercial environment.
That is why we approach this as both an
engineering challenge and a character-design challenge. Our SnowJay platform coordinates movement, perception and behavior while continuously monitoring system health and managing safe operating states. At the same time, every movement and interaction must remain true to the character. If the technology becomes the focus, we’ve missed the point. Guests should remember the encounter, not the software running behind it.
Matt: There’s still a fair amount of apprehension regarding the use of AI and robots instead of human employees. What’s the key message you’re trying to educate people with? Marc: Hospitality and entertainment are fundamentally human industries, and we are not trying to change that. Our characters are designed to give creative and operational teams a new tool for producing experiences, not to remove the people who make those experiences possible. A robotic character can inhabit fictional, non-
human form factors, move in ways a human performer cannot or bring a digital or imagined character into the physical world. But people still create the story, design the performance, oversee the environment and shape the guest experience. We see this technology expanding what those teams can create and giving them an entirely new type of performer to work with.
Matt: When I told friends about this exciting development, they simply said “Westworld” to me! Are you mostly being embraced by the industry or are people worried about these autonomous characters wandering the parks? Marc: We understand the comparison, as science fiction has given everyone a vivid frame
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of reference for autonomous characters. But in many ways, our design brief is the opposite. We are intentionally creating characters that feel cute, cuddly and approachable - robots that people are drawn to rather than intimidated by. Everything from costuming and character design to a playful movement or tilt of the head can help communicate warmth, personality and intent. Underneath that approachable exterior, these
remain purpose-built systems operating within clearly defined environments, behaviors and safety parameters. Today all our systems have a human in the loop. They are not given unlimited agency and sent off to make their own decisions. The industry response has been enthusiastic
because operators immediately understand the creative potential. They also ask serious questions about safety, reliability, guest comfort and how the technology will be managed. We welcome those conversations. Responsible deployment requires clear operating boundaries, ongoing monitoring and close collaboration with the people who understand the venue and its guests.
characters interacting with one another and with guests, creating experiences that feel less like a single programmed attraction and more like a living world. The opportunity extends beyond theme parks into hotels, resorts, casinos, museums, cruise ships, live venues and eventually other premium brand environments. The underlying platform can support many different forms, personalities and stories.
Matt: Anything else you’d like to add? Marc: Robotics has spent decades becoming more capable, but capability alone does not determine whether people will welcome robots into shared spaces. They also need personality, purpose and a reason for people to care about them. That is what excites us about entertainment and
hospitality. These environments allow robotics to create joy, curiosity and connection. The best outcome is not that someone walks away saying, “That was an impressive robot.” It is that they talk about the character they met and the moment they shared with it. When the technology recedes and the character feels alive, we have succeeded.
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