By
Laura Hyde |
MSC Cruises has launched its new artificial- intelligence (AI) assistant, MSC Concierge, which complements the existing MSC for Me digital ecosystem to help guests seamlessly manage their cruise experience.
MSC Concierge is a free-of-charge service available 24/7 on smartphones or tablets, with a conversational chat interface available in more than 90 languages. The AI assistant can answer questions, recommend entertainment options, book restaurants, spa treatments and shore excursions, and enable guests to check their onboard account balance.
The AI tool is now available on majority of the line’s ships, with the full fleet rollout due to be completed by end of May 2026. It was tested during a pilot programme, which saw a 93 per cent service satisfaction score from over 170,000 guests exchanging over one million messages.
“We are dedicated to offering our guests the ultimate holiday experience across every touchpoint of their cruise,” said Gianni Onorato, CEO of MSC Cruises. “Combining the latest technology with the warm hospitality of our crew, we are enabling guests to personalise their journey like never before, to create an experience which is truly theirs. 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 onboard, discover new experiences and make the most of every moment at sea.”
MSC Concierge will be rolled out fleetwide by the end of May 2026