Our AI Policy

At XOrdinary, we aim to create the best guest experiences in the industry. We believe the way to do that is with people: a team of talented designers, artists, programmers and developers who have spent many years honing their craft, collaborating closely, and bringing an inventiveness to attractions that no tool can supply on its own. That belief has never changed, and it never will.

Something else has never changed either. From the earliest days of XOrdinary and Crucial FX, we have always worked with the latest technology. Where some studios do everything inside one piece of software, we keep every tool available to us and choose the right one for the job. It is one of the things our clients value most about working with us. Artificial intelligence is no different. We are not afraid of it, and we have every intention of getting the best from it.

Better, with humans in control

We have no interest in using AI to do things cheaper or quicker. We have every intention of using it to do things better.

When guests ride an attraction, they are not handed an explanation of how it was made, what to make allowances for, or what they are expected to believe. They simply experience it, and we are judged on that experience regardless of how it was created. That is the standard everything must meet. If leaning on this technology lets us enhance our skill set and our workflow in service of that standard, we are very happy to do so. It will never replace real humans doing real work.

Getting the most out of AI is something we focus on seriously, because it is not easy. It is not easy to get great results from it, it is not easy to use it reliably, and it is not easy to tame. Doing that well is a craft in itself, and it is one our team has invested in.

Shift: artificial intelligence done correctly

XOrdinary Shift is our clearest statement of this policy in practice. Shift is built on the power of artificial intelligence applied properly: game-changing for the industry, opening new and exciting ways of working, adding variation to attractions and increasing re-rideability.

And it is never at the cost of the creative team. Real human creative control is what sets the boundaries, and Shift decides only within them.

What our policy comes down to

We push boundaries. We use AI to create better results, never without human control. We always choose the best route for the job, never the quickest or the cheapest. We care about the end guest experience above everything else. And we are transparent about how we got there.