AI Supports Cruise Retail but Cannot Replace Human Connection

Artificial intelligence can help cruise retailers analyze data, predict inventory requirements and identify purchasing trends, but the technology cannot replace the personal interactions between crew members and guests, according to a recent industry discussion.

Effy Jewelry outlined its views following a panel discussion at the DFNI Cruise Conference, which was attended by the company’s Executive Vice President of Cruise Partnerships and Onboard HR, Jennifer Patience.

Representatives from Starboard, Breitling and Harding+ also participated in the discussion, which examined the expanding role of AI within the cruise and travel retail sectors.

According to Effy, one of AI’s main advantages is its ability to process significant amounts of information more quickly than a human team. For cruise retailers, the technology could be used to predict inventory requirements across different vessels and ports. AI can also help identify customer purchasing patterns and trends that might otherwise take several months to become apparent.

While these capabilities can support employees with behind-the-scenes tasks, Effy said the limitations of AI become more evident when it comes to direct interactions with cruise guests.

Selling fine jewelry onboard a cruise ship can involve considerably more than showing a customer a product and processing the purchase. Passengers may be searching for an anniversary present, celebrating an important milestone or buying an item that will remind them of a memorable cruise.

In these situations, retail crew members need to listen to the customer, understand the meaning behind the potential purchase and establish trust, often within a relatively brief interaction. Effy said AI cannot replace the human presence and judgment required in these situations.

Instead, the company sees artificial intelligence as a tool for handling areas of the business where speed and scale offer clear advantages. Using AI in this way could free up shipboard retail employees to spend more time providing personal service, developing relationships with guests and focusing on the emotional element of luxury retail.