Virgin Voyages has announced its first AI crew assistant and AI-powered travel assistant, Rovey.

Coming soon to VirginVoyages.com, Rovey will help guests with cruise planning by adding personalized recommendations adapted to specific travel style, pace and interests.

This is the first expression of Project Ruby, Virgin’s AI platform co-developed with Google Cloud, and a total of seven are planned, the cruise line said in a statement.

Nathan Rosenberg, chief brand experience, marketing and momentum officer at Virgin Voyages, said: “Richard always said, ‘be the reason someone smiles today’ and that comes to life in the quiet moments onboard.

“That means the shore excursion that caught a Sailor off guard, the ah-ha moment that happens in a morning meditation at dawn, the Crew member who remembered exactly how you take your coffee. Rovey brings that same energy to the part of the trip that happens before Sailors cross the gangway.”

Suggestions for shore activities, cabin categories, dining options or help with packing are some of the options available as part of the feature.

Billy Bohan Chinique, VP global brand marketing and ai transformation at Virgin, said that planning a sailing with Rovey should feel the same way the crew makes passengers feel onboard and not like research.

“Like being looked after by someone who genuinely gets it. It knows this ship, knows the brand, and we are already excited for them to experience it,” added Bohan Chinique.

The AI assistant was built with Gemini Enterprise Agent Platform, Gemini models and BigQuery.