How Vail Resorts built an AI assistant to automate personalized recommendations

For skiers and snowboarders, every moment on the mountain is about maximizing the fun — chasing fresh lines, perfecting a new trick, or exploring new terrain. Whether they’re exploring a familiar favorite or visiting a new mountain for the first time, riders want the right info at their fingertips so they can move with confidence, find hidden gems, and feel like they belong from the moment they arrive.

It’s a big part of the reason Vail Resorts launched My Epic Assistant during the 2024-2025 snow season. Vail operates some of the most iconic and beloved mountain destinations in the world (Whistler Blackcomb, Park City Mountain, Stowe, and Crested Butte, to name a few). The company wanted every guest to feel fully supported by their new app — able to get quick, helpful answers and discover everything their mountain has to offer, all in a way that keeps them immersed in the experience.

Just think, would you rather be looking for an info booth, or getting help from the app while riding the lift to your next run?

My Epic Assistant is an AI-powered assistant that takes the expertise of Vail Resort’s IT, hospitality, and operational teams and feeds it into Google’s powerful Gemini models. The result is an agentic guide to the slopes that can help decide on the right season pass, share the latest snow report, check on lesson preparations, or suggest a good stop for cocoa. Vail Resorts wanted more than a chatbot; they wanted a digital concierge that understands the nuance of a powder day at Whistler versus a family trip to Beaver Creek. 

To take these offerings to the next level, the teams at Vail Resorts and Google Cloud specialist 66degrees updated My Epic Assistant with new features for the 2025-2026 season, including season pass recommendations and improved personalization. This feature now intelligently guides guests to the best pass for them — understanding guest questions and handling complex requests. 

In this post, we’ll guide you through how we navigated the moguls of orchestrating a multi-agent system that can effectively answer the complex and nuanced questions from discerning customers looking to get help fast so they can get back to enjoying the mountain. It’s not just savvy guests who can benefit from AI-powered tools like these, either.

It’s not just savvy guests who can benefit from AI-powered tools like these, either.

In this blog post, we’ll detail how we built the My Epic Assistant, orchestrating a multi-agent system that can expertly slalom around the unique challenges of this rugged corner of the hospitality industry. It’s an approach that organizations in other customer-centric sectors can follow to help build agentic system for their own unique situations.