Met Emma: Vail Resorts rolls out new digital mountain assistant |

Met Emma: Vail Resorts rolls out new digital mountain assistant

Summit Daily staff report

There’s a new way to get all of the information you need before heading to the slopes this winter.

Vail Resorts announced this week that its new digital mountain assistant, Emma, is now available to guide guests at nine of the company’s properties including Breckenridge Ski Resort and Keystone Resort.

Emma, which launched at Keystone in November, uses artificial intelligence and natural language processing to answer questions. The program spent the early season recording conditions and familiarizing itself with the way people ask questions. It will spend the rest of the season in beta testing, and will get smarter the more it interacts with guests.

Emma is said to boast the collective knowledge of every lift operator, groomer, snowmaker, ski school instructor, ticket counter attendant and ski patroller at nine different resorts. Guests can text their questions to Emma at 77477 for everything from weather updates, lift status, terrain information, EpicMix stats, parking, traffic, rentals, lessons and more. If Emma can’t answer a question, it will connect guests to a live agent for further assistance.

“We are excited to offer guests a one-stop source for the information they need, when they need it, in order to create an experience of a lifetime for our guests,” said Kirsten Lynch, chief marketing officer for Vail Resorts. “Emma has the passion and first-hand experience you’d expect from someone who’s lived and worked in the mountains her entire life, and her expertise will continue to grow as guests interact with her throughout the season.”

Emma is one of the latest innovations from Vail Resorts to try and improve guest experience. The company also recently announced plans for a new mobile technology to allow skiers and riders who purchase tickets in advance to bypass the ticket window altogether. That technology is expected to be available during the 2019-20 ski season at all of Vail’s 17 North American resorts.

For more information on Emma, visit

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