Brand Transparency
ScreamWorks & Artificial Intelligence
We are occasionally asked how ScreamWorks uses artificial intelligence, particularly when people see AI-generated artwork on our social media channels.
Rather than speculate, we thought we would simply explain how we use it.
What We Use AI For
We regularly use AI to assist with:
- Creating marketing and promotional artwork
- Producing visual concepts and illustrations
- Proofreading and refining written content
- Improving search engine optimisation
- Operating our website chatbot
- Software development
- Technical troubleshooting
- Research and information gathering
- Analysing operational and business data
- Identifying patterns, trends and opportunities
- Sourcing unusual, specialist or bespoke engineering components
- Developing the software, automation and technical systems that support our experiences
- Designing and implementing bespoke interactive props, exhibits and attraction technology
In many cases, AI allows us to build things faster, test technical approaches more quickly and solve problems that would otherwise consume significant amounts of development time.
What We Don’t Use AI For
The concepts behind our experiences originate from people.
Every ScreamWorks experience begins with a human idea.
The story, premise, gameplay mechanics, atmosphere and creative direction are developed by our team.
Despite using AI extensively, we have never successfully developed a ScreamWorks show concept using AI.
Our experiences are known for originality, unusual mechanics and unconventional ideas. Reviews frequently describe them as unlike anything else players have experienced before.
AI has become an invaluable tool in helping us implement ideas, but it is not the source of those ideas.
Where AI Has Had The Biggest Impact
The greatest impact AI has had on ScreamWorks is not in creating experiences.
It is in helping us build them.
Many of the software systems, automation tools, control systems, interactive technologies and operational platforms used within our business have benefited from AI-assisted development.
This allows us to spend more time focusing on what we believe creates the most value: developing original experiences for our customers.
Our View
Artificial intelligence is one of many tools we use.
Just as we use cameras, editing software, electronics, programming languages, engineering tools and design software, we also use AI where it helps us achieve a better result.
The quality of an experience is determined by the ideas behind it and the execution of those ideas, not by the tools used during the process.
We will continue to adopt technologies that help us create better experiences for our customers.
