Australia – Merlin Entertainments is expanding the use of artificial intelligence (AI) across its global attractions through NiCE’s CXone customer experience platform, covering services from trip planning and ticketing to reservations and post-visit support.
Merlin operates more than 140 attractions across 24 countries, including LEGOLAND Resorts, Madame Tussauds and SEA LIFE, as well as regional theme and thrill parks. The company said its attractions welcomed 60.5 million guests in 2025.
The company selected NiCE CXone to connect different stages of the guest journey and support AI-enabled customer service across its attractions. The platform is being used to automate routine requests, provide employees with real-time guidance and route more complex enquiries to relevant specialists.
Merlin said the deployment has produced measurable changes over the past year. Its “Likely to Recommend” score increased from 8.3 to 9.3, while its CSAT score for helpfulness rose from 8.3 to 9.4.
Issue resolution rates also increased from 75% to 95%, while call answer rates rose from 78% to 93%, according to the company.
“From LEGOLAND to Madame Tussauds, every visit should feel effortless and memorable for our guests,” said Naomi Sale Hancock, Director of Guest Service and Standards at Merlin Entertainments.
“With NiCE, we can connect customer journeys across our resorts and attractions, giving our teams the tools to respond faster, solve issues sooner, and keep the focus where it belongs on creating great experiences that guests want to come back for,” Hancock continued.
CXone is being used to coordinate interactions across different customer service channels and stages of the guest experience. Merlin said the approach is intended to reduce the effort required from guests while helping employees handle enquiries and resolve issues more efficiently.
The deployment also forms part of Merlin’s wider use of AI to support customer-facing operations across its attraction portfolio. By combining automated services with employee assistance, the company aims to maintain consistent service across its geographically distributed operations.
“Merlin Entertainments is embracing an AI-first customer service model that puts connected, personalised guest experiences at the heart of every interaction,” said Darren Rushworth, President of NiCE International.
“From planning a visit to post-visit engagement, NiCE CXone enables Merlin to seamlessly orchestrate guest journeys across its attractions, empowering employees with CX AI to deliver faster, more proactive service while driving operational efficiency and stronger guest loyalty,” Rushworth continued.
The expansion comes as large tourism and entertainment operators explore AI for customer service, including automated interactions, employee support and personalised engagement across the visitor journey.
