AI is ruining haunted houses

Jonathan Bailey argues that generative AI undermines haunted attractions because their appeal depends on hands-on creativity, distinctive physical details, and a shared craft culture. He describes encountering poor-quality AI artwork at a haunt and notes that AI is now appearing across the industry: in promotional flyers and posters, projected characters, props, and merchandise. Examples include backlash over AI promotions by Kennywood and The Darkness, AI-created characters from projection provider AtmosFX, and merchandise controversies involving Knott’s Berry Farm and other attractions. Because advertising shapes visitors’ expectations, AI imagery can misrepresent the experience as well as make it feel generic.

Bailey distinguishes these uses from technology that supports haunt operations. Attractions have long used electronics and digital displays, and some apply AI behind the scenes to coordinate effects or check safety and accessibility. He understands why small teams might use generative AI to compensate for limited time, money, or skills, but argues that constraints often spur the inventive solutions that make each haunt memorable. Even where AI stays out of the attraction itself, its presence in marketing and merchandise can frame the visit from beginning to end. To remain compelling, he says, haunts should prioritize original, human-made public-facing work rather than resemble every other business using AI.