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The World’s First Virtual Personal Cruise Assistant Has Arrived Onboard MSC!

The World’s First Virtual Personal Cruise Assistant Has Arrived Onboard MSC!

MSC presents to you the world’s very first virtual personal cruise assistant, taking Guest Services to an exciting new level.

Developed in partnership with HARMAN and Samsung Electronics, ZOE is the voice-enabled artificial intelligence (AI) featured in every cabin.

She can speak seven languages and will answer hundreds of questions about the cruise: from information about onboard services, guidance and suggestions or help to book a service.

The easy to use device will answer to a simple “OK ZOE”, and the advanced voice recognition feature makes it easy for everyone to control using only voice commands.

To ensure she could respond effectively to all guests, she has been programmed and trained to respond to more than 800 of the most commonly asked questions.

ZOE’s boasts advanced and fast response along with the opportunity to connect their phones directly to the device through Bluetooth for music, podcasts and more directly in their cabin.

MSC fans should note that ZOE is a first in the cruise industry and is further proving how MSC is leading the way with technology that ultimately enhances the guest experience.

ZOE will launch on MSC Bellissima and will then be available on each new ship following this, including the upcoming MSC Grandiosa and MSC Virtuosa in 2020.

Gianni Onorato, MSC Cruises’ CEO commented: “The cruise experience is constantly evolving to become ever-richer, offering an increasingly wide choice of services and facilities.

In 2017 we introduced MSC for Me, an industry-leading digital innovation platform that revolutionised the way that guests were able to customise and personalise their experience.

The technology was built into the very design of the new ships, incorporated into every step of the development process of each prototype, from conception and construction.”

Mr Onorato continued: “This was just the starting point in providing a connected cruise experience. There was a core guest need to be met, which was to find answers to common questions in a quick and easy way, enabling guests to make the most of their holiday.

We researched the latest connected technologies and identified voice assistants and Artificial Intelligence as the way to meet this need and the work on ZOE began.”


The collaboration between MSC and Harman International (wholly-owned subsidiary of Samsung Electronics) has brought together the best-in-class expertise in voice-enabled technology and cruise expertise for connected living.

“Today, customers have increasingly high expectations for connected experiences wherever they live, work – and now, travel,” said Sanjay Dhawan, President – Connected Services and CTO, HARMAN.

“Digital Assistants and voice recognition technologies are transforming the opportunity to create a guest experience that is highly personal, adaptable and intuitive.”  

While ZOE acts as a 24/7 virtual personal cruise assistant, she is not designed to replace human interaction between crew and guest.

She has been designed to provide the flexibility to communicate and discover information from the comfort of cabins.


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What are your thoughts on the very first personal virtual cruise assistant at sea? Are you impressed with MSC for bringing this to cruising? What will be the first question you ask ZOE? Let us know!

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