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Six Flags partners with Google, HCL Tech, and more for industry’s first ‘digital alliance’

Alliance looks to streamline the theme park experience for both guests and team members

Six Flags has announced what they are calling the “largest digital alliance in the theme park industry.” The alliance, which features Google, HCL Tech, Dell, Snowflake, Fueled, and Pure Imagination Studios, was created with the intention of offering cutting-edge technologies to both guests and team members.

According to the announcement, the alliance initiatives include “streamlining pre-visit planning through intelligent recommendation systems, elevating real-time engagement during the visit with personalized, AI-driven notifications and virtual assistant support, and enriching post-visit interactions via insightful analytics that tailor future recommendations and offers.” The digital alliance is believed to be the first of its kind in its industry.

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“Our guests are at the center of everything we do, and we want to give them the best possible experience when they visit our parks,” said Selim Bassoul, CEO of Six Flags. “By partnering with the best-in-class companies, we are using data and technology to accelerate innovation and revolutionize the theme park industry.”

“As Six Flags’ primary cloud provider and AI innovation partner, Google Cloud is ready to make AI and cloud technologies more accessible to more people across the theme park industry,” said Thomas Kurian, CEO of Google Cloud. “Through this alliance, the industry can take advantage of our innovations in data, technical infrastructure, cybersecurity, and AI to create memorable and tailored guest experiences.”

“There’s no doubt about it – the advances of generative AI and the hardware that powers its capabilities will revolutionize the customer experience whether you’re at home or at the amusement park,” said Jeff Boudreau, chief AI officer, Dell Technologies. “Working with Six Flags, Dell Technologies is helping fuel the next level of AI-enabled family adventures.”



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