Ask ChatGPT how cruise lines are using artificial intelligence (AI) and the answer is long enough to write a book. Ask the operators themselves and it’s a different story.
Ocean and river cruise lines say they are all investing big in AI, yet at present it is having limited impact onboard. So far, the main use has been the widespread rollout of pre-trip planning tools and chatbots that automate many of the booking processes traditionally done by reservation staff.
But change is definitely coming – and it is sustainability and safety that is driving the innovation.
Back in 2021, Royal Caribbean unveiled its five-year Win on Waste programme, aimed at halving the food waste that has long blighted the sector. A proprietary AI system was developed to monitor how busy restaurants and buffets are on its ships and which dishes are proving most popular, which in turn gives real-time feedback to the chefs in the kitchens.
Interestingly, the system is helping shape food ordering and preparation, since it is ‘learning’ more about dining trends with every trip.
Exciting possibilities
Matthew Denesuk, Senior Vice President Data Analytics and AI at Royal Caribbean Group, says the system’s ability to ‘think’ for itself holds exciting possibilities, since it will eventually order provisions for each sailing based on data gathered about the preferences of passengers.
“How does food consumption vary with guest demographic? We’ll be able to look at who’s coming onboard, then decide whether to thaw the burgers, the chicken or the tofu,” he jokes.
“The potential of AI for the cruise sector lies in transforming the guest experience”
Similarly, river cruise operator Uniworld has introduced the hospitality industry’s Leanpath AI technology on its 11 ships. The company’s environmental impact report for 2024, released in June, revealed the system – which can adjust orders from suppliers and give chefs recipe suggestions based on surplus ingredients – had cut food waste by 41% compared to 2020. That’s the equivalent of 185,417 meals in the last year alone.
Significant savings
Making savings is undoubtably a huge concern for the cruise sector, since large ships are extremely costly to operate. Italian-owned MSC Cruises has turned to AI to retrofit its older vessels. Last year, the 15-year-old MSC Magnifica was equipped with AI-powered software from Arkitech to better manage its heating and ventilation systems.
“Controlling the most energy-demanding processes onboard – propulsion, hotel operations and the heating, ventilation and air conditioning (HVAC) – is increasingly important,” says Ivana Melillo, Head of Energy Efficiency, MSC Cruise Management (UK).
“Thanks to the project, we expect to save 10-12% of HVAC energy consumption, equating to nearly one tonne of fuel saved daily. The greatest emissions savings we can make come from the fuel we don’t use.”
Another practical use now in play has recently been unveiled by the UK’s Ambassador Cruise Line. In April it became the first operator to use an AI-based man-overboard detection system on its ship, Ambition.
Developed by Scottish maritime safety experts Zelim, the ZOE technology uses automated cameras to detect anyone falling from the ship, alerts the bridge and then can locate and track the person in the water with precise coordinates.
“In the short-term guests should expect to see more Alexa-style virtual assistants coming on stream”
“Man overboard detection is an emergent technology, but most existing solutions focus solely on detecting the fall, not on tracking the person in the water,” says Zelim CTO, Doug Lothian. “Without continuous tracking, a drifting casualty can be quickly lost from view as the vessel moves, making a successful rescue far more challenging.”
Going forward, Zelim says its system will be extended to monitor the seas for potential hazards ahead of ships, offering additional ‘eyes’ for the captain.
Guest experiences
Despite these practical uses, the potential of AI for the cruise sector lies in transforming the guest experience.
Princess Cruises, MSC and Carnival are already using facial recognition to speed up embarkation – cutting queues by up to 30% – and this sort of biometric interaction is only likely to grow. Ultimately your ‘face’ could become your room key and charge card for onboard shops, bars and activities spending. Take it a step further and AI cameras could keep a track of your physical health onboard, giving an early warning of potential sickness.
A word of warning
Of course, being monitored 24/7 is a privacy hot potato – even more so given Carnival is rumoured to want to use facial recognition to watch guests and crack down on anti-social behaviour, which has become a significant problem for the line on some US sailings.
In the short-term guests should expect to see more Alexa-style virtual assistants coming on stream. Voice-operated cabins that are integrated with the ship will allow restaurant and excursion bookings, and even make real-time recommendations of things to do onboard so no attraction is ever too busy.
One word of warning from the cruise experts though. Speaking at a recent SeaTrade Global event, cruise lawyer Brent Britton warned: “[AI] is a little puppy who wants to please you, and it will hallucinate and lie to you in order to give you some kind of answer.
“So, if you’re setting the cabin temperature with the AI, fine. If you’re telling me my dinner itinerary and you invent a restaurant, well, I might be frustrated. But if you’re piloting your ship with AI, then somebody needs to check the course from time to time.” •
