The Experience Economy Main Event at InfoComm 2025 brought together groundbreaking technologies and visionary insights from industry leaders to explore the future of immersive entertainment. With experts from Universal Destinations & Experiences and Amazon Web Services (AWS), the session highlighted how technology is shaping personalized and immersive customer experiences.

Whether you're a technologist or creative, these five takeaways will help you stay ahead in the rapidly evolving experience economy.

The Physical and Digital Worlds Are Merging Seamlessly

"Technology is no longer just supporting the guest experience, it’s becoming the experience." These words by Todd Houghland, Senior Director, Design & Development, Riley’s Believe it or Not! World Entertainment, set the tone for the event.

Advancements in AI, cloud infrastructure, and data-driven technologies have created environments where the physical and digital seamlessly coexist. Magical, deeply immersive experiences, like Universal's new Epic Universe theme park, now combine aspects like real-time data, AI, spatial computing, and cloud-powered storytelling.

For example, in the Wizarding World of Harry Potter, visitors can use interactive wands to control their surroundings and connect gameplay with their digital profiles. This fusion allows guests to earn points, unlock achievements, and share their unique adventures.

By blurring the boundaries of these worlds, companies open up opportunities for deeper engagement and storytelling that customers not only experience but become part of.

Personalization Is the Heart of Immersive Experiences

Gone are the days of generic experiences. The industry is moving toward designing end-to-end customized journeys tailored to the preferences of each individual.

At Universal, personalization is implemented through technologies like gamified experiences and connected wearables. For instance, guests using a Power-Up Band™ at Universal's SUPER NINTENDO WORLD™ not only interact with themed environments but also track progress tied to their digital profiles. Everyone’s experience is unique, providing a high level of emotional connection.

The underlying theme? Personalization equates to value. Designing experiences that prioritize individual preferences fosters increased engagement, repeat visits, and long-term customer loyalty.

“If you look back to 15 years ago, everyone got a very similar experience," said Dang Ly, SVP, Chief Technology Officer, Universal Destination & Experiences. "Today, people have choice, and people have connections to story lines and brands.” AI has made that connection a reality.

Agentic AI Is Unlocking Unprecedented Immersive Potential

One of the main buzzwords of the session was "agentic AI." This next frontier of generative AI extends beyond content creation, enabling actionable insights and automated decision-making.

Agentic AI uses vast datasets and machine learning models to perform tasks autonomously. From employee productivity to predicting maintenance issues in theme parks, agentic AI is transforming processes across industries. For instance:

• Theme parks leverage this tech to monitor and resolve ride operations faster through predictive analysis.
• Universal integrates generative AI agents to personalize guest experiences, allowing real-time adaptability across their attractions.

This new AI approach encourages organizations to use automation and autonomy to improve efficiency while boosting creativity at the same time. "With agentic AI, there’s less need for specific developers and programming capabilities," said Jeff Zabel, Global Industry Specialist, AWS. "You can become much more efficient as an organization by allowing everyone in an org to do things they never thought they could."

Audiences are Consuming Information Differently

How individuals access and engage with information is transforming, with immersive technologies leading the shift. Where smartphones once dominated as the primary connective device, new modalities like hands-free devices, immersive displays, and spatial computing are breaking traditional boundaries.

For example, wearable tech like augmented reality (AR) glasses and voice-activated assistants are bridging the gap between the physical and digital. These devices provide critical information in ways that feel natural and intuitive. Rather than having guests glued to their phones, platforms now encourage engagement through more fluid, heads-up interactions.

Forward-thinking organizations that adapt their storytelling and customer interaction models to align with these new interfaces will shape the future of audience connectivity.

Adaptability Drives Immersive Innovation

A key takeaway is the importance of adaptability in creating standout immersive experiences. Businesses that remain flexible in adopting new technologies can stay ahead of the curve.

AWS empowers this adaptability with solutions like cloud-based infrastructure and advanced IoT integration, allowing companies to scale and pivot as needed. By leveraging tools such as predictive AI and real-time analytics, businesses can continuously refine their operations, ensuring immersive experiences stay fresh, efficient, and impactful for customers.

Innovation flourishes when adaptability takes the lead. Companies can drive growth by staying flexible and learning from the successes and strategies of others.

Looking to the Future

The intersection of technology and entertainment is only getting more exciting. From new storytelling techniques, like 180-degree VR filmmaking, to operational tools that reimagine customer journeys, the next decade promises groundbreaking shifts. The main advice to take away from this session? Lean into personalization, explore immersive modalities, and leverage collaborations to remain on the cutting edge.

Want to learn more about the technology that is transforming the AV industry? Tune in to AVIXA TV's live stream at InfoComm 2025!