AI is reshaping the ferry industry and passenger experience
For years, maritime transport has been synonymous with large ships, well-established routes and age-old travel habits. Today, however, the sector is quietly undergoing a profound transformation, thanks to Artificial Intelligence (AI). From day-to-day operations to the passenger experience, AI is redefining the way we travel by sea.
Marino: MisterFerry’ virtual assistant
AI now plays a central role in customer support, which is why MisterFerry has launched an ambitious project: creating a virtual assistant able to deliver fast, multilingual and effective help.
Enter Marino, our AI Virtual Assistant. Like a trusted crew member, it supports travellers every step of the way. Developed in partnership with a specialist company, Marino has been fully integrated into our WhatsApp customer service since January 2025, following a testing phase that began in October 2024.
Powered by an advanced language model, Marino is trained exclusively on carefully structured and validated internal data, ensuring accurate and reliable responses. Constantly monitored and updated, it is designed to offer quicker, more personalised and more accessible support, setting a new standard for digital assistance in ferry ticketing.
Smarter routes with AI
AI’s impact goes far beyond customer care. One of the most promising applications is route optimisation. By processing vast amounts of data, from weather conditions and sea traffic to water depth and fuel consumption, AI can suggest adjustments that make journeys safer and more efficient.
Stena Line, for instance, trialled the Voyage Optimisation System on its routes between Sweden and Denmark. The results showed that even minor course changes can cut journey times, fuel use and emissions.
Predictive maintenance: staying ahead of problems
Maintenance is another key area where AI makes a difference. Sensors installed on board allow real-time monitoring of engines and critical components, spotting potential issues before they become failures. This not only improves safety and reduces delays, but also makes it possible to plan maintenance more efficiently, shifting from reactive to preventive strategies.
A tailored passenger experience
AI is also enriching life on board. Balearia, the Spanish ferry operator, has fitted 13 of its ships with the Smart Ship system: a digital platform offering on-demand entertainment, complimentary WhatsApp access even without mobile coverage, interactive content, digital newspapers and magazines, and even CCTV in pet-friendly areas.
These innovations make travelling by ferry more comfortable, more personalised and more in tune with modern expectations.
AI and sustainability
Sustainability is another area where AI proves invaluable. Several operators are trialling systems that automatically adjust a ship’s speed to reduce fuel consumption and emissions, cutting CO₂ significantly, without affecting punctuality.
Looking ahead
From digital passenger assistance to smarter route planning, from predictive maintenance to enhanced on-board services, Artificial Intelligence is reshaping maritime transport in remarkable ways.
Marino shows how AI is already improving the customer experience today, while initiatives from Stena Line and Balearia highlight its growing role in daily operations.
The ferries of tomorrow will be more digital, more sustainable and more responsive to travellers’ needs. What once seemed like science fiction is now becoming everyday reality.
