Vail Resorts Launches AI-Powered Assistant for Personalized Ski Recommendations

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Vail Resorts, operator of some of the world's most iconic ski destinations, has launched an AI-powered assistant called My Epic Assistant to provide personalized recommendations and information to guests. Powered by Google's Gemini models, the assistant can help skiers and snowboarders find the right season pass, check snow reports, book lessons, and discover hidden gems on the mountain.

Why it matters

As ski resorts compete to attract and retain loyal customers, providing a seamless and personalized experience through technology has become a key differentiator. My Epic Assistant allows Vail Resorts to leverage the expertise of its teams to deliver tailored recommendations at scale, enhancing the guest experience and driving customer satisfaction.

The details

My Epic Assistant uses a multi-agent system to guide guests through the process of finding the best season pass or lift ticket for their needs. It first classifies the user's initial request, then collects additional data to determine the optimal pass recommendation. The assistant's conversational capabilities allow for back-and-forth dialogue, ensuring all parameters are filled before providing a final recommendation complete with purchase links. The system relies on a structured database of pass options and detailed product knowledge to generate personalized responses.

• My Epic Assistant was launched during the 2024-2025 snow season.
• New features, including improved personalization, were added for the 2025-2026 season.

What’s next

Vail Resorts plans to continue enhancing the My Epic Assistant with new features and capabilities to provide an even more personalized and seamless experience for skiers and snowboarders.