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items embedded with electronics, software, sensors and when we walk in the door, and smart lightbulbs can make it
connectivity, enabling them to connect and exchange data). look as if we’re home even when we’re out.
The Wise-IoT project is co-funded under the agreement And, as for the comfort level with AI, in a 2017 survey
for scientific and technological cooperation between the of some 6,000 people across six countries, Pegasystems found
European Community and South Korea (little surprise, given that the respondents showed a wide range of understanding,
the Koreans’ reputation for technological innovation). attitudes, and receptiveness toward businesses using AI to
The Chamrousse Resort example highlights that a new engage with them as consumers. Of those surveyed:
era is here—and it’s being driven by artificial intelligence • 33 percent are comfortable,
technology. AI has changed not only the way customers plan • 33 percent are uncomfortable, and
their travel and ski trips but now it is also changing how • 33 percent are not sure.
resorts operate. AI technology is evolving faster than expected
and is already surpassing human decision-making in certain The study goes on to highlight that few people really un-
instances. More and more businesses, including ski areas, are derstand the definition of AI, even though it is already a
now using AI to develop smarter, more efficient operations. huge part of our lives. About 34 percent of the consumers
By 2020, there will be well over 50 billion “things” talking surveyed think they use technology with AI, but 84 percent
to each other, performing tasks and making decisions based actually use an AI-powered source or device—they just don’t
on predefined guidelines, generating $14.4 trillion in value realize it. Have you ever used Google image search? An email
across all industries. filter? Alexa or Siri? These are all AI-powered applications.
More than 60 percent of the people surveyed could not
Are People Ready for AI? identify basic AI capabilities or know that Amazon Alexa
and Google Home are AI-powered. And without knowledge,
What really is AI? In the simplest form, AI is computers fear fills the gap. One of the major hurdles for AI is the
doing cognitive tasks; in other words, things you would perception that it is scary—that robots are eventually going
expect from a human, such as making judgments, being able to take over the world. Despite that fear, 68 percent of people
to assess circumstances, and take action. Don Schuerman, indicated they want more AI if it will make their lives easier.
chief technical officer and marketing vice president at soft- And, consumers are twice as likely to be comfortable with AI
ware provider Pegasystems, may have the easiest definition: after they see the value of it for themselves.
“Computer stuff that feels smart.”
Think AI is new? In fact, it’s been around for decades. AI & Operations
The main reason it’s become more prevalent today is due to
cloud computing and the fact that we now have comput- Resorts from Snowbird, Utah, to Seven Springs, Penn., and
ers that can process all the data being collected. Combine everywhere in between are already using artificial intelli-
smart software (AI) with sensors in hardware (the Internet gence to merge the digital and physical worlds to enhance
of Things) and you get a comprehensive, powerful network. the customer experience and resort operations. Tools such
More and more machines and sensors are connecting to as large interactive displays, electronic check-ins, kiosks,
each other so that they can perform functions and provide and improved rental tracking systems are providing a much
actionable information in real time. And, even though that smoother and more pleasant ski experience.
power may seem intimidating to some, the result is organi- Both Snowbird and Seven Springs are using predictive
zations that can make better decisions, be more relevant, and analysis and big data to more efficiently manage business
anticipate consumers’ needs. operations and serve guests in real time.
AI promises to make our environment—our homes and “AI is the heartbeat of the resort,” says Dave Amirault,
offices and vehicles—smarter, more measurable, and chattier. director of marketing at Snowbird. “We use predictive
And, AI is already part of our everyday lives. We ask our car analysis in all our departments, not just marketing. Historic
or phone or [fill in the blank] a question and get an intel- and real-time data can be accessed by a URL by front-line
ligent answer that is customized just for us. Smart speakers directors. That means we can take quick action when needed,
like Amazon’s Echo and Google Home make it easier to anywhere at the resort.”
play music, set timers, and get information. Home security Lauri Jones, executive director of operations at
systems make it easier to monitor what’s going on inside and Pennsylvania’s Seven Springs, Hidden Valley, and Laurel
outside, and to see and talk to visitors. Meanwhile, smart Mountain, also emphasizes the importance of AI in oper-
thermostats can help us heat our homes so we’ll be toasty ations. “We have become much more data driven. This is

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