Royal Caribbean Group is harnessing AI and GenAI technology to drive results, said Chairman and CEO Jason Liberty, speaking on the company’s year-end and four quarter earnings call.

“First, we’re investing in enterprise programs that deliver better guest satisfaction and experience while improving revenue and margin, helping us to fundamentally change how we run the business,” Liberty said.

“And second, we’re infusing these technologies across the organization through smaller practical use cases that create momentum, productivity, and confidence at the individual and team level. We are improving our ability to curate and personalize what guests see while increasing pre-cruise engagement. Because a vacation is better when it’s easier to plan and easier to personalize. The goal is to reduce friction, improve the experience, and present relevant options that add value to the guest.”

Liberty said AI was already improving efficiency and execution from supply chain forecasting to energy management and marine operations.

“These are the types of capabilities that build durable, operating leverage over time and reinforce our focus on margin expansion and returns,” he added. “Disruptive technology is not just a tool; it’s a capability that we have been building for more than five years. It helps us deliver a better experience, run a smarter operation, and strengthen the ecosystem we’re building for long-term growth.”

Liberty said that AI was often attributed to having less headcount, but said he didn’t look at it that way.

“We look at AI as really allowing us to do more higher purpose activities to enhance the experience for our guests. And our business, because of the scale of our business, you can think about supply chain. You can think about how our ships get from point A to point B. You can think about how we yield manage, or just being able to get people to start, you know, kind of further up the chain in the activities that they do.”