Data breaches. “Our biggest risk to se- curity is in our reservation system, be- cause we are collecting a lot of personal data, including payment information, so my recommendation is to use a reliable web reservation company and ask them really tough questions about how the data is stored and protected, and just be aware of how you’re maintaining your data internally,” Smith advises. While many small businesses found cost savings and other conveniences by building their own e-commerce engines in-house, Smith cautions that with the advent of AI, “there are just too many possible security leaks,” and recom - mends using a reputable product such as Shopify that is constantly updating its security to keep sensitive data safe. Privacy concerns. Stover points out that AI-powered cameras have the capacity to detect unusual behavior and potential safety hazards, thereby elevating on-site security. However, depending on how it’s applied and the technology being used, this can raise privacy concerns. Consider facial recog- nition technology, for example. It has advanced rapidly in the past decade, but some of the companies using it have faced legal challenges based on privacy issues and even racial biases. Plagiarism. Also, because AI tools like ChatGPT rely on internet-sourced data, Stover adds that it’s important to verify
that the information it pulls is accu- rate and that it’s not being plagiarized.
In short: Right now, how well your com - pany integrates AI largely depends on how well human intelligence is applied in the process. Stover says the caution with AI is to not leave your guests feeling like your adventure park lacks the human touch. “Always remember, AI serves as a tool to enhance established processes and experiences. Striking a balance between automation and the per- sonal touch that distinguishes your adventure park from others is pivotal,” Stover says. All our experts agree that the key to incorporating AI into your operation is to start conversations with your existing vendors, and to include and train your staff in the process. “Don’t be afraid to get your hands dirty, or more appropriately, your fingers,” says Damron. “The easiest way to get started is to sign up for ChatGPT and experiment, attend a webinar or do some research on how to best prompt ChatGPT so that you receive the an- swers in the exact tone and style you are looking for.” Start as soon as you can. As the already popular saying goes, AI won’t replace you; but an inspired, imagi- native, intrepid person using AI just might.
“It is paramount when utilizing AI-gener- ated content [for marketing or other- wise public-facing] to ensure that the information derived from AI sources is appropriately cited and verified for accuracy,” says Stover. “You can never take responses just at face value, because the mystery of AI— and AI engineers will tell you this—is that they don’t know specifically how it formulated the response, or where it got the information,” says veteran marketer Dave Tragethon of Tragethon Consulting. “You always need to check it from a marketing standpoint. It [AI] could have stolen the copy from a com- petitor right next door. You don’t know where that content came from.” THE HUMAN ELEMENT Much like search engine optimization, adventure operators can optimize how AI pulls data from their website by structuring data. Structured data refers to organized and formatted information that is presented in a consistent and predictable manner, allowing for easy analysis, retrieval, and interpretation. AI needs to have enough data that’s structured, labeled, and modeled for it to be able to intelligently provide the guest with correct, relevant information in response to their query.
FIVE TIPS FOR IMPLEMENTING AN AI GAME PLAN 1. Develop a Data Security Plan: Put security
agers and department heads, but do not leave out other thought leaders. Be open to new ideas that the team develops. 4. Identify Desired Results/Goals: Calculate the potential risks and rewards of the task you are trying to accomplish and ask your- self, “why?” 5. Start Small, Work Your Way Up: It’s better to dip your toe in before committing to a deep plunge into new automation—it could save you the pain and embarrassment of an AI belly flop.
at the top of your AI plan. If the individual who oversees your data and network secu- rity doesn’t know what AI stands for, you may want to shop for a new vendor. 2. Start the Conversation with Vendors: AI is so fast-moving, the challenge for adven- ture park managers is simply keeping pace. But vendors have been living and breathing AI for the past couple of years. Let them be your AI Yoda.
3. Form an AI Team: Include company man-
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