New guest experience provides 24/7 conversational assistance, hotel services and destination guidance in more than 33 languages, without an app or dedicated hardware
LOS ANGELES, Oct. 13, 2026 /PRNewswire/ — Sizzle, Inc. today announced the introduction of Rosa, a Synth Human™ created specifically for Sheraton Universal Hotel, bringing face-to-face conversational video hospitality directly to guests’ phones. Available around the clock in more than 33 languages, Rosa provides an interactive visual way for guests to navigate their stay, access hotel services and discover the experiences surrounding the property, without downloading an app or using dedicated hotel hardware.
Guests simply scan a QR code in their arrival welcome letter to meet Rosa and begin a conversation. She provides a single conversational starting point for questions about reservations, parking, valet, room service, dining, amenities, shuttle information and other hotel services, helping guests get the information they need and connect with the appropriate hotel team when human assistance is required.
“Our guests have come here to enjoy themselves, and every moment of their visit matters,” said Tom Beedon, General Manager of Sheraton Universal Hotel. “Rosa helps them spend less time figuring out the details and more time enjoying what brought them here. Whether they need something from our team or help planning their day, we want the next step to feel effortless.”
Located beside Universal Studios Hollywood and Universal CityWalk, Sheraton Universal provides a particularly relevant environment for Sizzle’s technology. Sizzle’s Experience Pass® connects guests with hotel services as well as Universal CityWalk, Universal Studios Hollywood, restaurants, concerts, museums, clubs, Los Angeles sports and other destination experiences.
For hotel operators, Sizzle’s approach provides a way to introduce advanced conversational hospitality without installing dedicated devices throughout a property. Rosa operates directly on guests’ phones, eliminating the need for hotel tablets or other guest-facing hardware.
“Technology earns its place in a hotel when it improves the stay and makes sound business sense,” said Russell Cox, Owner’s Representative for Sheraton Universal Hotel. “Rosa gives us a sophisticated, personal way to serve guests on the phones they already carry, without a hardware investment in every room or introducing advertising into the guest experience.”
Produced specifically for Sheraton Universal by Sizzle’s entertainment studio, Rosa combines conversational AI with the craft of screen production. Her appearance, voice and personality are designed to express the property’s welcome through natural, individual video conversations. Sheraton Universal also receives a bespoke system to continually monitor and improve Rosa’s responses, allowing the hotel to refine the accuracy, tone and service details of her answers as information and guest needs evolve.
“Synth Humans are operational intelligence. Personified,” said Brian Weiner, Founder and CEO of Sizzle, Inc. “We’re giving a hotel’s expertise the ability to meet each guest face to face, understand what matters to them and help them make more of their stay. Sheraton Universal demonstrates how this technology can extend premium hospitality beyond the property and become part of the entire guest journey.”
Sizzle’s platform provides hotels with a practical way to introduce conversational guest engagement without a major technology installation.
About Sizzle Inc
Sizzle, Inc. combines its veteran entertainment studio craft with state-of-the-art conversational AI to create Synth Humans®—synthetic human beings produced for live, face-to-face video engagement. Created for premium guest experiences, entertainment, education and professional training, each Synth Human™ brings a client’s knowledge, personality and service standards into each individual conversation. Sizzle’s Experience Pass® connects visitors with information, services and experiences on their own phones. Built on 47 years of creative and technical achievement at The Illusion Factory, working for the world’s largest entertainment studios, Sizzle’s team has earned 265 of the world’s top creative and technical awards. Learn more at sizzlestudios.ai.
About Sheraton Universal Hotel
Known as the “Hotel of the Stars,” Sheraton Universal Hotel brings Hollywood heritage and contemporary hospitality together beneath the Hollywood Hills in Universal City, California. Located beside Universal Studios Hollywood and Universal CityWalk, the hotel offers a complimentary shuttle to the park and convenient access to the entertainment, dining and cultural attractions of Los Angeles. Its guest rooms and suites pair Hollywood-inspired design with Sheraton Signature Sleep Experience beds and floor-to-ceiling windows overlooking Universal Studios, the Hollywood Hills or the San Fernando Valley.
Guests can enjoy regional American cuisine at California Kitchen + Cocktails, drinks and small bites at In the Mix, coffee at Universal Perk, an outdoor pool and a fitness center. The hotel also welcomes meetings, celebrations and special events, including in its rooftop Starview Room with panoramic views. Located at 333 Universal Hollywood Drive, Sheraton Universal Hotel is part of Marriott Bonvoy’s Sheraton brand.
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SOURCE Sizzle, Inc.; Sheraton Universal Hotel
