Jadrolinija launches AI chatbot to handle customer inquiries during peak summer season
Croatia's national ferry operator Jadrolinija has introduced Barba AI, an AI-powered travel assistant designed to handle customer inquiries at any time of day. The chatbot launched last week on the company's website and has already processed several thousand requests in its first ten days.
The move reflects a broader effort by Jadrolinija to reduce pressure on customer service teams during the summer tourism season, when demand for support spikes. The assistant answers passenger questions about routes, schedules, and travel information without requiring human intervention.
What the chatbot does now
Barba AI responds to customer inquiries in real time and resolves a significant portion of requests without escalation. The system learns from each interaction, allowing responses to improve over time.
The company plans to expand the assistant's capabilities in phases. Future updates will include ticket purchasing functions and availability on WhatsApp alongside the website.
Broader digital changes
The chatbot launch accompanies other digital service upgrades. Jadrolinija's mobile app, introduced in late 2025, now allows passengers to cancel tickets directly through their accounts and top up prepaid balances online.
These changes are part of Jadrolinija's longer-term digital transformation strategy, which aims to reduce operational friction and give passengers more control over booking and account management.
For customer support professionals, the Barba AI deployment illustrates how AI for Customer Support can handle high-volume, repetitive inquiries while freeing teams to focus on complex issues. The phased rollout and integration with AI Agents & Automation across multiple channels shows how organizations structure chatbot expansion in practice.
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