MSC Announces Onboard Digital Personal Assistant

MSC Cruises will introduce a new digital guest service on MSC Bellissima. The virtual “personal assistant” is part of the company’s MSC for Me initiative.

Currently under construction, MSC Bellissima is the second in the line’s Meraviglia class. She’ll become the next flagship when she debuts in Southampton, UK in March of 2019.

The new virtual personal assistant is described as a “conversational, voice-enabled Artificial Intelligence innovation. Supposedly, it will be able to communicate, learn and intelligently predict guests’ needs to make relevant suggestions. Guests can ask questions from the comfort of their stateroom.

In fact, they’ll be able to communicate with the new digital personal assistant device in seven languages: English, French, Italian, Spanish, German, Brazilian Portuguese and Mandarin.

“This is another example of how we are continuously innovating to better serve the needs of not only the cruise guests of today but also those of the future, as we continue to shape the future of the cruise vacation,” said Gianni Onorato, CEO of MSC Cruises.

“We employ state-of-the-art technology in a uniquely comprehensive way, building it into every step of the development of our new ships, starting from their conception and design to the final guest experience.”

The new service is the latest feature of MSC for Me, a multi-channel digital experience designed to connect guests to their cruise. It includes the MSC for Me App, in-cabin connected television, and interactive information screens around the ship. MSC for Me debuted on MSC Bellissima’s sister ship, MSC Meraviglia.

The personal assistant will roll out on all future newbuilds. The line plans to introduce the feature fleet-wide, as well.

MSC Bellissima will spend her inaugural season in the Western Mediterranean before moving to the United Arab Emirates, calling at Dubai, Abu Dhabi, Sir Bani Yas, Muscat and Khasab.