MSC Cruises is expanding its new AI-powered MSC Concierge across its entire fleet after a large-scale trial generated more than one million guest messages and achieved a 93 percent satisfaction rating.
The virtual assistant, built into the MSC for Me app, is designed to help passengers access onboard services and information through a 24-hour chat feature available on their own phone or tablet.
More than 170,000 guests tested the system during the pilot phase before MSC Cruises decided to complete a fleetwide rollout by the end of May 2026.
The cruise line says the AI concierge can communicate in more than 90 languages and is capable of handling a wide range of requests. Guests can book specialty dining, reserve spa treatments, arrange shore excursions, check onboard spending, browse entertainment schedules and ask general questions without visiting guest services desks.
MSC Cruises CEO Gianni Onorato said the technology is intended to work alongside crew members rather than replace them.
“We are dedicated to offering our guests the ultimate holiday experience across every touchpoint of their cruise. 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.”
One of the biggest advantages for passengers is that the service works through the ship’s internal Wi-Fi network without requiring the purchase of an internet package. Guests simply connect to the ship’s hotspot and use the MSC for Me app or scan onboard QR codes to start chatting with the assistant.
The system is also linked directly to each guest’s booking details, meaning it can tailor responses based on cabin category, drinks packages and other included services.
MSC Cruises said the service is already available on most ships, including MSC World Europa, MSC Virtuosa, MSC Euribia and MSC World America, with the remaining vessels expected to go live before the end of the month.
Could This Succeed Where Zoe Failed?
The launch of MSC Concierge is likely to draw comparisons with Zoe, MSC Cruises’ previous attempt at an onboard digital assistant.
Introduced several years ago on Meraviglia-class ships, Zoe was a voice-controlled device placed inside passenger cabins. Guests could ask simple questions, request information and control some cabin functions through spoken commands.
In practice, however, Zoe struggled with accuracy, speech recognition and limited functionality. Many passengers complained the assistant misunderstood requests or failed to answer basic questions, particularly when dealing with different accents or background noise.
Reviews were often negative, and many guests simply stopped using the devices altogether.
Unlike Zoe, the new MSC Concierge is entirely app-based and powered by modern conversational AI technology. Rather than relying on voice recognition inside cabins, guests communicate through text chat, which is generally far more reliable and easier for multilingual support.
The new system has also been trained using thousands of previous guest interactions, allowing it to provide more detailed and personalised responses.
MSC has not confirmed whether all Zoe devices have now been removed from cabins across the fleet. Some ships still appear to have the hardware installed, although the devices have largely disappeared from MSC marketing in recent years as the company shifted focus towards mobile-based services.
Growing Use Of AI On Cruise Ships
MSC Cruises is also expanding its use of AI beyond digital guest services. The cruise line recently revealed plans for a huge new family entertainment zone on its upcoming ships that will combine theme park-style attractions with interactive AI-powered experiences.
MSC says the new concepts will use artificial intelligence to create more personalised and immersive activities for families and younger guests, showing how the company is increasingly investing in AI technology across multiple areas of the onboard experience rather than limiting it to customer service alone.
MSC Cruises is not the only cruise line investing heavily in artificial intelligence and digital guest services.
Cruise operators are increasingly using AI tools to reduce waiting times, improve onboard communication and handle routine guest requests more efficiently.
For crew members, systems like MSC Concierge could help reduce the number of repetitive questions handled at guest services desks, allowing staff to spend more time assisting passengers with more complex issues.
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