AI & THE ULTIMATE GUEST EXPERIENCE - HPE Discover More - Milan, 14/05/2019 - Luca Pronzati
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Luca Pronzati
Chief Business Innovation Officer
MSC Cruises
AI & THE ULTIMATE
GUEST EXPERIENCE
HPE Discover More - Milan, 14/05/2019
THE MSC GROUP
MASTERS OF THE SEAS
Founded in 1970 by Gianluigi Headquartered and registered in
Aponte in Brussels, Belgium Geneva, Switzerland since 1978
The MSC Group is More than 70,000 Consolidated
privately owned by employees across $ revenues of
the Aponte family 155 locations globally ~$25 billion
2
MSC CRUISES
AN ESTABLISHED BRAND WITH A GLOBAL FOOTPRINT
#1 world’s biggest privately owned cruise line
A young and fast-growing #4 largest cruise company by capacity
business, which has become the #1 cruise brand in Europe, South America and the Gulf
4th largest cruise operator
worldwide in just over a decade 800% growth in the first 10 years
x3 capacity to nearly triple by 2027 (already x2 by 2021)
3
FROM INTERNATIONAL
TO GLOBAL ITINERARIES WORLDWIDE
EUROPE AND THE MED
No. 1 cruise line in Europe
and the Med
NORTH AMERICA &
CARIBBEAN DUBAI, ABU
Increasing year-round DHABI AND INDIA
capacity with two ships Seasonal cruises
sailing out of North America
and a third one on a
seasonal basis
ASIA
Office in Shanghai and
deployment of MSC
Number of ships 16 Splendida
Ports of call 191
Itineraries worldwide 225 SOUTH AMERICA
No. 1 cruise line in SOUTHERN AFRICA
Countries visited 80 South America No. 1 cruise line in Southern
Africa, exclusive marine
safari experience in Pomene
4
OUR FLEET EXPANSION PLAN
2017-2027: 14 NEW SHIPS ; €13.6 BILLION INVESTMENT; 5.5 MILLION GUESTS (2027)
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 Meraviglia class
MERAVIGLIA CLASS
5,714 passengers
MERAVIGLIA-PLUS
6,334 passengers
Seaside class
SEASIDE CLASS
5,119 passengers
SEASIDE EVO
5,646 passengers
World class
WORLD CLASS
6,761 passengers
ULTRA-LUXURY Ultra Luxury ships
1,000 passengers
5
Already in service Under construction On order
OUR EXTRADIMENSIONAL SHIP
INTO PERSPECTIVE
MSC Bellissima is more than 4 times longer MSC Bellissima is taller than the Tower of Pisa
than the world's largest passenger airliner
316m
65m
57m
6
A FLOATING “SMART” CITY AT SEA
~6.000 210
GUESTS WELCOMED DAILY ACTIVITIES
PER WEEK TECH
4 +1.500 HIGHLIGHTS
SWIMMING POOLS CREW MEMBERS
704 ACCESS POINTS
20
BARS 195 INFORMATIVE
SCREENS
3.302 BEACONS
~20.000 94 INTERACTIVE SCREENS
MEALS SERVED
PER DAY 2.217 CABINS WITH NFC
DOOR OPENING
12 2
83 21 THEATRES 1.384 CCTV
RESTAURANTS
5 SHORE
EXCURSIONS
DIFFERENT
2.217 CABINS WITH ZOE
KIDS’ CLUBS MASSAGES VIRTUAL PERSONAL CRUISE
ASSISTANT
7
CONNECTED CRUISE
EXPERIENCE
Whenever & Easy, fast Smart, shared
wherever in my & paperless & connected
hand
New ways of finding New integrated digital New ways of
what you need when ways of interacting experiencing the time
you need it onboard
8
THE MSC FOR ME ECOSYSTEM
5 DIGITAL CHANNELS AVAILABLE AT ANY TIME
9
MSC FOR ME AT A GLANCE
New graphics
Credit Card Registration In-app Internet purchase
Purchase, monitor and quickly
Directly via App both pre-cruise and on
upgrade data connection services
board, no external assistance needed
On-board information Instant messaging chat
Easily retrieve all cruise information Guests to Guests communication
on board
Localisation services Personal agenda
Simplify orientation localizing To save events and plan
Guests and providing directions the cruise days
Notifications Reservations
Not to miss out events or Restaurants, SPA treatments,
important info excursions, theatre…
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Available on MSC Bellissima since March 2019Employing
ARTIFICIAL
INTELLIGENCE
to elevate guest
experience to the
next level
1112
DESIGNED FOR
MSC CRUISES GUESTS
7 languages spoken +600 different people
trained ZOE
30 different accents 3,000 tests carried out
were analysed in Proof of Concept phase
2.9M questions 40 different cabin
positions for best audio
asked in training ZOE experience
800+ commonly
asked questions
13WHAT MAKES ZOE DIFFERENT?
EXTENSIVELY
Unique INDUSTRIAL TRAINED
DESIGN optimised for
the cabin environment
Harman On Premise AI
LEGENDARY SOLUTION
audio with far field
microphones
Advanced sound EVOLVES and
management LEARNS over time
OPTIMISED
14A CUSTOMISED SOLUTION
BLUETOOTH
CONNECTION TO
PLAY MUSIC MUTE BUTTON
PROFESSIONAL
QUALITY AUDIO QUAD-CORE PROCESSOR
FOR FURTHER
ENHANCEMENTS
SWITCH OFF BEATING HEART TO
BUTTON HUMANIZE THE
INTERACTION
15BUILDING BLOCKS
ZOE FOR MSC
server
1.
Data Center #1
Wake Up Word
Module Server #1 Server #4
STT NLP
OK ZOE Why do I have
Server #2 Server #5
to use the
2. .wav 3. STT NLP
Cruise Card?
Recording of Speech-to-Text Server #3 Server #6
the question STT STT TTS
client Data Center #2
Q
text
Server #7 Server #10
STT NLP
4. Server #8 Server #11
STT NLP
Natural
6. A
Language Server #9 Server #12
STT TTS
.wav text Understanding Intent
The cruise card gives Text to Speech recognition and
access to your cabin and + answer selection
TTS – ZOE’s from Knowledge NFS storage
works as your identity Natural Dataset
onboard and ashore voices Data Type Audio logs TTS cache Docker
during the cruise. Language
registry
Processing Models File logs DB backup
16Illustrative
THE FUTURE
FULLY PERSONALISED
EXPERIENCE
As part of future evolution, AI will enable
offering our Guests a truly personalized
cross channel experience, leveraging on:
data +
machine learning +
conversational design +
17VALUE OF PERSONALISED
CUSTOMER EXPERIENCE
6x
Average conversion uplift from
>70%
Consumers that want to receive
71% 49% 44%
personalized communications vs. personalized messaging that
mass campaigns reflects their preferences/ needs of consumers express of consumers have bought of consumers will likely
frustration when their an item they did not intend become repeat buyers
shopping experience is to buy thanks to a after a personalized
impersonal personalised suggestion shopping experience
Potential incremental value of personalisation using AI in comparison to
existing analytics techniques:
Travel & Leisure 128%
Transport and logistics 89% 42% 22%
Retail 87%
Automotive and assembly 85%
Media and entertainment 57% of consumers would prefer of consumers are happy to
Consumer goods 55% to be led by brands and share some data in order
choose from a curated to have a personalised
Healthcare systems 44% list of options for them service
Telecommunications 44%
Insurance 38%
Personalised customer experiences
Source: McKinsey & Co research increase revenues and loyalty
Source: The Deloitte Consumer Review Made-to-order: The rise of mass personalisation
18THE FUTURE
A FULLY PERSONALISED EXPERIENCE
AI will orchestrate the experience delivered to each guest
feeding Data into
the machine
Guest
AI
personalised
experience
MSC for Me cross-
channel ecosystem
19THE VISION IS ALIVE:
TRENDS WE ARE CURRENTLY WORKING ON
AI and MACHINE VR/AR ROBOTICS & IoT
LEARNING AUTOMATION
20Thank you!
Stay tuned !
www.msccruises.com
cbi@msccruises.com
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