The cruise industry is catching on to the benefits of AI, but what does its future hold?
If there’s a buzzword that’s permeated almost every industry since ChatGPT launched in 2022, it’s AI – and cruise has been no exception. From Royal Caribbean’s ‘bionic bar’ – a cocktail-mixing robot serving up drinks on several of its ships – to facial recognition technology, voice-enabled virtual assistants and AI-powered navigation systems, cruise lines are capitalising on the benefits artificial intelligence can bring. But are consumers ready?
AI-assisted itineraries
The potential uses for AI in cruise are numerous, starting at the research and planning stage. In 2023, Virgin Voyages became the first line to launch a generative AI‑powered chatbot.
‘Vivi’ is designed to “[mirror] Virgin Voyages’ tone and language to create a more realistic customer service chat experience”, according to Slalom, the tech consultancy that helped develop it, which says it has reduced call centre escalations by more than 20% compared with the previous bot.
Research last year by consulting firm Oliver Wyman found 56% of recent cruisers had used generative AI tools for planning – but booking may be a step too far. A survey of 700 customers by Cruise.co.uk found only 8% were more inclined to book with AI than a real person, with 32% stating a clear preference for human interaction.
“There’s a lack of trust in AI’s ability to handle complex bookings and a desire for the personalised, empathetic service provided by staff,” says Tony Andrews, Cruise.co.uk managing director. “If the industry leverages AI to provide value‑added services such as personalised itineraries, customers may grow more comfortable with it.”
AI at sea
On board, many lines are embracing AI to enhance customer service. Carnival Cruise Line is among several lines using facial recognition technology to speed up the embarkation process, while AI‑powered apps and virtual assistants are on the rise. MSC Cruises introduced ‘Zoe’ to its cabins on MSC Bellissima in 2019. The Alexa‑like, voice‑enabled personal assistant is designed to answer guests’ questions and help them book restaurants and excursions.
There’s plenty beyond customer service – from managing passenger flow to monitoring virus infection points and predicting equipment failures before costly repairs are needed.
But some of the most game‑changing uses may lie in sustainability, with several lines using it to tackle food waste.
Royal Caribbean’s Win on Waste drive deploys AI to monitor how much food to prepare on each ship, while Uniworld’s Leanpath programme uses AI to analyse food supply.
Julie Higgins, Uniworld’s sustainability officer and director of hotel operations, says: “It can make suggestions accordingly, allowing [us] to reduce the quantity of food being prepared, adjust orders with suppliers and plan menus using ingredients that are in surplus.” The line has reduced food waste by 40% since 2021 using AI, saving 624.5 metric tonnes of CO2.
AI for energy efficiency
Cruise lines are also using AI to optimise energy efficiency. Royal Caribbean’s 2023 Environmental, Social and Governance Report outlined its use of AI analytics tools on four ships to measure energy consumption from heating, ventilation and air conditioning, along with engine efficiency and freshwater production.
The line is planning to deploy the platform on 28 ships in 2025. MSC Cruises’ OptiCruise system, meanwhile, uses AI data analysis to select the most efficient routes, cutting fuel consumption and emissions.
“Plotting fuel‑efficient routes is great for cruise lines from a cost point of view – and it’s great for sustainability and decarbonisation,” says Edwina Lonsdale, managing director of Mundy Cruising. “We’re already seeing benefits in the expedition sector, including safe passage through sea ice, optimising wildlife sightings and maximising the chances of making difficult landings.”
Ethical considerations of AI
While all of this is promising – as the sector strives to meet goals for carbon neutrality by 2050 – there are considerations around ethics, data privacy and reliability.
Lonsdale says: “There are questions relating to information sharing that need to be closely overseen. Any AI function also needs regular expert human intervention to ensure it’s working correctly and hasn’t got caught up in an unhelpful algorithm.”
Andy Headington, chief executive of digital marketing agency Adido, thinks there’s a way to go before cruisers will put their trust in it. “Most lines need to be wary of how far they implement AI, especially given their core audience demographics,” he says. “In future, things may change, as businesses adapt and technology improves.”
As with all forms of AI, considerations range from cybersecurity risks to potential human bias from tech developers. But it’s clear there are ample benefits for both passengers and the planet – and time will tell how the sector charts the course.
PICTURES: Virgin Voyages; Royal Caribbean; Uniworld
