LEGO, the brand that has inspired generations of builders since 1932, is about to take creativity to an entirely new dimension. With the launch of LEGoPT, a groundbreaking Generative AI platform, LEGO introduces a new era where imagination meets intelligence, boosting creativity to a new level.

Until now, LEGO builders could rely on two paths: following official LEGO sets with predefined instructions, or designing their own “My Own Creations” (MOCs), process that is often very time-consuming and that requires complex skills. LEGoPT breaks this barrier once and for all.

Imagine typing: “a medieval castle with secret tunnels,” or “a seven-headed dragon guarding a mountain of treasure.” Within seconds, LEGoPT transforms your idea into a complete, buildable LEGO design visually, but also a step-by-step digital instructions, a list of parts, and even direct links to find the missing pieces through LEGO’s partner marketplaces.

This isn’t just a tool. It’s a revolution.

But how is it possible? Well LEGoPT uses advanced Generative AI (GenAI) trained exclusively on LEGO’s unique database of bricks, colours, and architectural rules. It doesn’t just imagine, it understands how LEGO works and replicates perfectly the ideas of builders. By doing so, LEGoPT democratizes creativity. Anyone, from a curious child to an Adult Fan of LEGO (AFOL), can become a designer. It bridges the gap between physical play and digital creation, turning AI into the ultimate creative partner.

LEGoPT integrates seamlessly into LEGO’s universe — from LEGO Ideas to BrickLink marketplaces — and adds a new digital layer to the company’s business model. Builders can design, share, and even sell their custom blueprints through premium subscriptions and marketplaces, creating a community where creativity fuels itself. This aligns perfectly with LEGO’s timeless mission “to inspire and develop the builders of tomorrow.” But now, tomorrow is already here and with LEGoPT it is powered by AI.

Beyond creativity, LEGoPT contributes to LEGO’s sustainability goals. By adapting designs to the pieces users already own, it reduces waste and promotes responsible play. It also operates as a digital information good, once created, designs can be replicated infinitely at almost no cost, making innovation more accessible than ever.

LEGoPT embodies LEGO’s next great transformation: from a product manufacturer to a digital platform of creativity. It’s not replacing human imagination — it’s amplifying it. As AI reshapes how we create, learn, and play, LEGoPT stands as a symbol of what happens when technology meets childhood wonder.

Because now, with LEGoPT, the only limit to what you can build… is what you can imagine.

For decades, hotels have relied on small personal touches to make their guests feel unique -welcome notes, balloons or cakes for birthdays. Those personal touches are often hard to apply systematically. However, in 2025, hospitality companies can leverage technology and data for hyper-personalization.

Concretely, what does that mean? Well instead of one-size-fits-all guest journeys, hotels have the possibility to anticipate special needs before the guest arrival. AI analyzes data points such as past bookings, social media posts, and loyalty program activity. AI can build a profile with such information, including their favorite type of music, special requests that may already be in the room, such as champagne or warm sheets. The personalization can even go further, like Otonomus Hotel in the US that creates digital twin avatars of the guest to gamify the onboarding experience. In this hotel, clients can also adjust the ambiance in their rooms, changing the lighting, temperature and other settings. AI is then used to track energy consumption, and the customer is offered a sustainability discount for “energy-conscious guests”

AI is also used during the stay, with the development of AI-virtual concierges, who recommend experiences and addresses based on the guest’s interest, a mix of discussion and the data previously collected. At the same time, AI is used to optimize operations in the hotel, ensuring that the staff and resources are ready to answer and anticipate any needs from the guests.

For the hotel staff, the AI allows a perfect “wow” moment. Tailoring experiences perfectly to guests, anticipating needs they had not identified yet. Offering spa treatment to a stressed business traveler, or a late checkout for a couple’s weekend escape. It is the perfect way to boost guest satisfaction, add value to the stay, enhance loyalty, and of course, increase revenue!

As often happens when AI is used to analyze data, privacy and authenticity can be at risk. The objective is not to monitor guests during or before their stay. Above all, guests want to feel understood. AI could help staff prepare for conversations and improve overall hotel operations.

Sources: https://hospitalityinsights.ehl.edu/ai-hospitality

https://www.netsuite.com/portal/resource/articles/business-strategy/ai-hospitality.shtml

https://www.hospitalitynet.org/opinion/4127099.html