Vail Resorts announces AI bot to enhance guest experience

Skier using AI phone app. This image was created with AI. Photo: DALL·E 2024

Vail Resorts hopes to reduce the need for physical inquiries and telephone assistance by utilizing recent advancements in AI to provide real-time guest services to skiers and riders

BROOMFIELD, Colo. — Vail Resorts announced the launch of My Epic Assistant, a new feature within the My Epic app for the 2024/25 winter season, aimed at providing guests with real-time information and reducing the need for physical inquiries or telephone assistance.

The AI bot is set to debut at four Colorado locations — Vail Mountain, Beaver Creek, Breckenridge, and Keystone. The “assistant” feature utilizes artificial intelligence (AI) alongside resort expert knowledge to offer immediate answers to various resort-related questions.

Chris Smith, chief information officer at Vail Resorts, emphasized the company’s long-standing commitment to utilizing technology for enhancing the guest experience. Smith said that “with the recent advancements in AI, we see an opportunity to provide real-time guest service so skiers and riders can navigate their day at our mountain resorts with confidence, efficiency and ease.”

My Epic Assistant is designed to facilitate access to information such as snow conditions, rental services, and more, directly through the My Epic app, thereby reducing the need for physical inquiries or telephone assistance. This development aligns with Vail Resorts’ broader objective of making their resorts more accessible and enjoyable for all guests, encouraging a seamless skiing and riding experience.

The feature represents an extension of Vail Resorts’ digital offerings, following the introduction of Mobile Pass and Mobile Lift Tickets, which allow guests to bypass traditional ticket lines. The company plans future enhancements for My Epic Assistant, including personalized recommendations and support for bookings, aiming to further improve the guest experience in upcoming seasons.

Vail Resorts is a network of both destination and close-to-home ski resorts including Vail Mountain, Breckenridge, Park City Mountain, Whistler Blackcomb, Stowe, and 32 additional resorts across North America.