MSC Cruises has launched an artificial intelligence (AI)-powered concierge in its MSC for Me mobile app.
The conversational assistant, called MSC Concierge, is available 24/7 in more than 90 languages. It can answer questions, offer entertainment recommendations and manage bookings, including restaurant reservations, shore excursions, spa treatments and other services, according to the cruise line.
Additionally, the assistant is connected to each guest’s account, allowing it to tailor responses based on booking details such as cabin type and drink packages.
Guests can access the assistant via smartphone or tablet on the ship’s Wi-Fi without a paid internet plan.
MSC said the AI concierge is intended to complement onboard staff rather than replace human interaction.
Gianni Onorato, CEO of MSC Cruises, said the company is using the tool to give guests faster access to information and onboard services.
“Combining the latest technology with the warm hospitality of our crew, we are enabling guests to personalize their journey like never before, to create an experience which is truly theirs,” Onorato said.
“MSC Concierge allows guests to access the information they need instantly and make service requests from the comfort of their cabin or sun lounger, giving them more freedom to enjoy their time on board, discover new experiences and make the most of every moment at sea.”
MSC said the assistant is already available on most of its ships and will be rolled out across the full fleet by the end of May.
The launch follows a pilot program in which more than 170,000 guests exchanged more 1 million messages with the tool, which the company said generated a 93% service satisfaction score.
The development comes as cruise lines explore ways to leverage generative AI for both internal operations and customer-facing applications.