MarineXchange (MXP) has introduced an AI-powered functionality for its iTV which could help cruise lines increase revenue by enabling guest to book events from their cabins, the company said in a statement.

Instead of limiting the use of cabin TV to entertainment and information, guests can book excursions, restaurants, spa, fitness, beauty salon or onboard events through voice interaction with the MXP Chatbot.

Guests can use the microphone of the TV remote control to have a conversation with the AI chatbot, which understands natural speech in multiple languages.

In a press release, the company said that this allows the in-cabin iTV to become a centrally managed, data-driven revenue channel aligned with the cruise line’s commercial strategy.

Personalized service recommendations are displayed directly on the MXP iTV based on guest profiles, preferences and historical behavior.

In addition to increasing onboard revenue, since every cabin TV becomes a 24/7 AI-driven self-service sales channel, MXP believes the feature can improve capacity utilization, with timed recommendations helping fill remaining vacancies across onboard services.

Furthermore, personalized recommendations that match guest interests and preferences with relevant onboard activities can improve guest satisfaction, while voice booking directly from the cabin is also thought to be more convenient for them.

According to the press release, MXP In-Cabin iTV runs natively on all smart TVs, while a set-top box is available for older TVs.