Legoland (hereafter referred to as Legoland) will introduce an artificial intelligence (AI) based guidance system. The system will enhance interactive communication with visitors through smart dolls equipped with OpenAI's 'ChatGPT' feature. The AI guidance system is expected to be completed on-site within the year and will begin actual operations around November.
According to the industry on the 16th, Legoland Korea is preparing to establish AI guidance infrastructure throughout the theme park. As early as the end of this year, visitors are likely to carry smart toys with built-in ChatGPT-based AI speakers, allowing them to experience location-based guidance services linked to each area's beacon. The smart toys will provide voice guidance upon recognizing specific locations and offer customized information about rides and amenities through AI conversations.
The system supports English, Japanese, Chinese, and Uzbek and enables real-time interaction by accessing a cloud server based on LTE (4th generation mobile communication) networks. It will not only provide simple explanations but will be structured in a character dialogue format to offer a visitor-friendly experience. Amid repeated operational losses and poor performance, Legoland is speeding up its efforts to improve visitor satisfaction.
Legoland expects that the AI system will be useful for groups with low information accessibility, such as infants, people with disabilities, and foreigners.
Since its opening, Legoland has never made a profit. The number of visitors last year was only 490,000, a 20% decrease from the previous year. This falls far short of the initial annual target of 2 million visitors.
Legoland is focusing on expanding content such as the newly discounted annual memberships and new Ninjago-themed attractions and the 'Lego Festival.'
A source in the IT industry noted, 'These days, corporations are exploring how to integrate generative AI into various businesses,' adding, 'As OpenAI is pushing to establish its Korean branch, there will likely be more attempts to apply this technology in the business-to-business (B2B) sector in the future.'