EVT introduces AI solution for feedback at Aussie cinemas

EVT has announced the implementation of an AI-powered sentiment analysis solution for its cinemas in Australia, developed in collaboration with Decision Inc Australia.

The new AI solution enhances how EVT receives customer feedback, analysing sentiment through Generative AI to provide actionable insights. This tool transforms customer comments into real-time insights, aiding staff in swiftly addressing issues and improving service quality. The initiative began after a successful trial at EVT's cinema sites in New Zealand.

Denis Jimenez, Group GM of Data Analytics and AI at EVT, commented on the purpose behind the implementation: "This wasn't just about automation—it was about making feedback actionable. Decision Inc. Australia helped us turn large quantities of customer feedback into insights our teams can actually use. We're now able to instantly identify issues, such as a broken seat or air conditioning concerns, and act immediately."

EVT is a conglomerate managing brands such as Event Cinemas, QT, Rydges, and Thredbo. The AI solution is part of a strategic initiative titled "Elevate Our Customers." This initiative aims to equip general managers and executive teams with near-real-time customer insights, enhancing decision-making and service delivery while improving issue resolution across its various service points.

The group faced challenges related to the volume of customer feedback, with over 30,000 comments submitted each month through its cinema outlets alone. The AI solution addresses these challenges by streamlining and prioritising feedback, thus aiding the quick identification of both critical and positive feedback without overwhelming the workforce.

"Customer experience is everything in our industry, but when you're dealing with thousands of comments a month, separating real issues from background noise becomes a serious challenge," said Jimenez. "We needed a smarter way to spot trends, flag urgent concerns, and amplify what customers love—without drowning our teams in data."

To fulfil this need, Decision Inc. Australia developed the AI-driven solution. Utilising a large language model, the system integrates with EVT's existing technological framework to deliver nearly instantaneous insights. The insights are categorised into themes such as service, cleanliness, and value for money, with sentiment scores facilitating prompt actions.

The solution includes a custom Power BI dashboard, which consolidates data to give managers a comprehensive view of customer sentiment in real time. This integration enables operational issues to be instantly flagged, while strategic feedback is centralised to aid in long-term business decisions.

Jimenez added, "Previously, we spent hours manually sifting through customer feedback. Now, we have a system that distils everything down to what really matters—daily, in real time. It's made us more agile, more proactive, and ultimately, more in tune with what our customers want and expect."

According to EVT, the AI solution has uplifted workplace morale by providing frontline teams with increased visibility of customer appreciation, thereby validating their efforts. Importantly, EVT has ensured that no personally identifiable information is recorded, maintaining a strong privacy framework.

The successful rollout in New Zealand has sparked EVT's confidence to extend this solution across its Australian cinemas. This success has also paved the way for further innovation, as EVT explores expansions of the AI's usage to other sectors such as hotels and resorts.

Decision Inc Australia's Managing Director, Tony Butler, highlighted the effectiveness of Generative AI for EVT: "What GenAI has proven it can do better than any human already is summarise vast streams of data within minutes, which is proving a boon for EVT. A business in the service industry relies on its reputation, and the better it can understand and respond to customers, the better for its reputation."