Cruise Lines Turn AI Into Practical Tools at Sea

Cruise lines are rapidly expanding their use of artificial intelligence, transforming marketing, guest personalization, and back-office operations into faster, smarter, and more efficient processes. What once looked like experimental tech is now becoming a core part of the cruise industry’s digital strategy.

Virgin Voyages has taken one of the boldest steps by deploying 50 AI agents in partnership with Google Cloud. Its first agent, Email Ellie, generates personalized marketing campaigns using the brand’s signature tone. The tool has already reduced copy-creation time by 40% and contributed to a 28% jump in July sales—proof that AI can scale creativity while keeping brand authenticity intact.

Royal Caribbean Group is also using AI as a driver of business transformation. The company has seen record levels of digital engagement, with nearly 90% of onboard purchases now made before sailing. AI tools are helping Royal Caribbean target new travelers more accurately and attract guests switching from competing cruise lines. Executives say AI is reshaping the guest journey by eliminating friction points, deepening loyalty, and boosting revenue.

Operationally, AI is proving equally powerful. HX Expeditions recently adopted an AI-driven integration that connected its CRM with the Seaware booking system—replacing what would have required months of manual data entry. Using controlled robotic process automation, the cruise line achieved seamless data transfer without risking AI “hallucinations.”

Industry experts see the biggest future opportunities in post-booking support and operational efficiency, though they caution that human oversight remains essential. While onboard AI assistants could soon answer itinerary questions or guide guests around the ship, advisors say cruise bookings will still rely heavily on human expertise.

AI is accelerating the cruise industry’s digital transformation, but for now, technology and human judgment must navigate the course together.

Tags: phocuswire, SyndicEx260111B

Cruise Lines Turn AI Into Practical Tools at Sea

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