United KingdomTravel and aviation2026 – ongoingMerlin Entertainments
Tellme AI visitor-guide trial at Madame Tussauds London
Tellme reported up to 89% sustained app engagement in a Madame Tussauds visitor trial
Problem
Visitors seeking extra information through external digital tools could miss the attraction's own context and storytelling.
Approach
Tellme worked with Merlin Entertainments through the BridgeAI accelerator and tested its prototype with visitors at Madame Tussauds London. Its browser app recognised exhibits using computer vision and supplied conversational explanations in visitors' preferred languages.
Results
Takeaway
The trial measured app engagement during visits. It did not establish an increase in ticket revenue.
Categories
- Size
- Large enterprise
- Industry
- Travel and aviation
- Business function
- Customer service
- Innovation type
- Product and service innovation
- Adoption
- Government support program
- Evidence
- Vendor case study
Sources
Source summaries
The programme described Tellme's live visitor trial with Merlin Entertainments. It reported up to 89% engagement throughout visits and subsequent product refinement.
Full details are in the original sources.
