Artificial intelligence can help cruise retailers manage data, forecast inventory and understand purchasing patterns, but it cannot replace the personal connection between crew members and guests, according to a recent industry discussion.

Effy Jewelry shared its position following a panel at the DFNI Cruise Conference attended by its Executive Vice President of Cruise Partnerships and Onboard HR, Jennifer Patience.

The discussion also included representatives from Starboard, Breitling and Harding+ and focused on the growing role of AI in cruise and travel retail.

According to Effy, AI can process large amounts of information more quickly than a human team. This could help retailers forecast how much stock will be required across different ships and ports, while also identifying purchasing trends that may otherwise take months to recognize.

These tools can support employees behind the scenes, but Effy said their limitations become clear during direct conversations with guests.

Selling fine jewelry aboard a cruise ship often involves more than presenting an item and completing a transaction. A guest may be choosing an anniversary gift, celebrating a milestone or purchasing something connected to the memory of a particular voyage.

In these situations, retail crew members must listen carefully, understand what the guest is trying to express and build trust during a relatively short interaction.

Effy said no AI system can replace the judgment and human presence required during those moments.

The company views AI as a tool that can handle parts of the business that benefit from speed and scale. This could give shipboard employees more time to focus on personal service, guest relationships and the emotional side of luxury retail.