149 VIEWPOINT Intelligent cruising By Norman Schmiedl, COLUMBIA blue AI is beginning to make an impact across the cruise industry, helping to deliver a safer, more efficient and more sustainable experience Photo: iStock/alzay Artificial intelligence technology is emerging as a useful tool for the cruise industry, most notably in four key areas: recruitment, guest experience, sustainability, and safety. In recruitment, we use AI mainly for sourcing and background checks when looking for potential crew members for roles where high-level skills and dedication are essential. We can also use it to determine if CVs are created with the help of AI because we want to be confident that the candidate is authentic. AI makes it possible for maritime recruiters to review large amounts of data while conducting these plausibility checks, and streamlining the initial review process to find the most relevant CVs and candidates for a popular position has tremendous benefits. In addition, AI chatbots and virtual assistants can provide around-the-clock support to guests, answering questions, making reservations and suggesting sightseeing options at port destinations. AI uses language processing and machine learning algorithms to anticipate an individual passenger’s needs, helping to develop customer loyalty. Sustainability is a concern for operators and guests alike and cruise lines are increasingly taking steps to reduce their environmental footprint. This includes the adoption of technologies like AIpowered smart sensors to reduce their emissions, conserve energy and manage waste efficiently. Smart sensors can also continuously monitor environmental parameters such as water and air quality. As regulations continue to evolve, ship managers must remain proactive in maintaining efficiency and sustainability. Columbia Group has invested in digital solutions such as OneLink and EmissionLink to enhance efficiency in navigating these complex regulatory landscapes, enabling us to offer our clients cost-effective and sustainable solutions. Lastly, AI is playing a pivotal role in safety and ship operations. We must ensure that our personnel are thoroughly trained to utilise AI tools effectively, integrating human expertise with advanced technology. One example is Columbia Group’s collaboration with SmartSea, which has been set up by IT provider SITA with the Columbia Group as the anchor client, to bring globally trusted transport technology and innovation to the maritime sector. We see this era as an exciting time when we can use new AI technologies to support all the human interactions that make the cruise ship experience one of the most unique and pleasurable ways to travel. Norman Schmiedl is CEO of COLUMBIA blue
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