MSC Cruises adds AI concierge to mobile app

MSC Cruises launched an AI-powered concierge called MSC Concierge in its MSC for Me app, available 24/7 in over 90 languages. It can answer questions, offer entertainment recommendations, and manage bookings for restaurants, shore excursions, and spa treatments. The assistant is linked to guest accounts for personalized responses. During a pilot, over 170,000 guests exchanged more than 1 million messages, achieving a 93% service satisfaction score. The AI concierge is intended to complement onboard staff and is already available on most ships, with full fleet rollout by end of May.