Cruise Lines Lag in AI Adoption for Supply Chain, But Gap Remains in Data Quality
Major cruise operators are using artificial intelligence to forecast inventory needs and manage disruptions, but the industry still lacks the foundational data systems required to fully capitalize on AI's potential. Representatives from MSC Cruises and Carnival Corp. discussed the current state of AI adoption at Seatrade Cruise Global this week.
The stakes are immediate. MSC Cruises receives thousands of products between a ship's 7 a.m. arrival and 4 p.m. departure. Every item must be accounted for and delivered during that nine-hour window.
Where AI is Making a Difference
MSC has focused AI on predicting food and beverage consumption, then expanded the approach to uniforms and retail inventory. The company is now using AI to anticipate seasonal and regional demand - Easter eggs before Easter (which shifts by up to four weeks annually), ouzo for Greece itineraries, halibut for Alaska sailings.
AI also accounts for guest demographics. Knowing the nationalities and ages of passengers on a given sailing helps predict what supplies the ship will actually need.
Carnival Corp. is using AI to harmonize operations across eight cruise brands, which previously had inconsistent purchasing practices. The company's focus on forecasting models represents a significant shift; five years ago, such tools barely existed in the cruise industry.
Lufthansa Industry Solutions sees additional potential. AI can predict supply chain disruptions hours before they occur, giving operators time to respond. The tool works, but requires proper training to use effectively.
The Data Problem
MSC's managing director of procurement and logistics said the industry has a fundamental problem: poor data quality. "AI works very well when you provide qualitative data," he said. "At the moment, at least, the cruise industry is not there."
Many supply chain processes still rely on handwritten checklists rather than digital records. Products are tracked inconsistently from the moment they leave suppliers through delivery onboard. Until cruise lines digitize these foundational processes and integrate supplier data, AI improvements will remain limited.
"Before, we need to build the basics," he said. "At the moment, in my opinion, there is still a gap."
The Workforce Challenge
Convincing staff to trust AI systems poses its own obstacle. Many crew members have used Excel spreadsheets for decades and understand them. Gaining confidence in AI tools takes time and clear explanation of benefits.
One project manager resisted switching to an AI application not because he lacked technical knowledge, but because he needed reassurance about the change. Lufthansa's director of data and AI said the situation required "a psychologist" more than a technologist.
When operators show staff how AI improves their professional lives, adoption accelerates and supply chain automation improves significantly, he said.
Related: AI for Operations covers supply chain optimization and inventory management strategies.
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