MSC Cruises has launched a new artificial intelligence-powered concierge service integrated into its MSC for Me mobile application, extending digital guest services across much of its fleet. The system, known as MSC Concierge, is available around the clock in more than 90 languages and is designed to provide passengers with immediate access to information and onboard services through a conversational interface.
Accessible through smartphones and tablets connected to the vessel’s Wi-Fi network without the need for a paid internet package, the assistant allows guests to manage restaurant reservations, shore excursions, spa appointments and entertainment bookings directly from their devices. The system also connects with individual booking profiles, enabling recommendations and responses tailored to cabin categories, beverage packages and other voyage details.
MSC Cruises stated that the digital concierge had been developed to complement onboard hospitality rather than replace direct interaction with crew members. The company indicated that the system was intended to streamline access to onboard services while allowing passengers greater flexibility in organising their time at sea. Chief Executive Officer Gianni Onorato said the technology formed part of a broader effort to personalise the onboard experience while maintaining the service standards associated with the line’s ships.
According to MSC Cruises, the service follows a pilot programme during which more than 170,000 guests exchanged over one million messages with the platform, resulting in a reported satisfaction score of 93%. The company confirmed that the system is already operational on most vessels and is scheduled to be available fleetwide by the end of May.
The introduction of MSC Concierge reflects a wider movement within the cruise sector toward the use of generative artificial intelligence in both operational and passenger-facing applications. The technology is being deployed as cruise operators seek to balance digital convenience with traditional onboard service.