Merlin Entertainments is using artificial intelligence to improve the guest experience across its attractions around the world, including LEGOLAND Resorts, Madame Tussauds and SEA LIFE.
The company has selected NiCE CXone, an AI-powered customer experience platform, to connect different parts of the guest journey – from planning a visit and buying tickets to reservations, in-park support and post-visit enquiries.
According to NiCE, the technology is designed to help guests receive faster and more personalised support, while also helping Merlin employees deal with enquiries more efficiently.
Merlin says it has already seen improvements during the rollout. Its “Likely to Recommend” score has increased from 8.3 to 9.3, while its customer satisfaction score for helpfulness has risen from 8.3 to 9.4.
Issue resolution rates have also improved from 75% to 95%, with call answer rates increasing from 78% to 93%.
The technology can automate routine enquiries, provide employees with real-time guidance and direct more complicated questions to the appropriate member of staff.
Merlin operates more than 140 attractions across 24 countries and welcomed 60.5 million guests during 2025.
The move represents another step towards Merlin using AI to manage and improve parts of the visitor experience across its huge portfolio of theme parks and attractions.
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