In recent years, the Croatian shipping company Jadrolinija (with variable success) has been making systematic investments in the digitization of its services and business processes, so now they boast of another step forward in the direction of modern technologies, all with the aim of improving the passenger experience and increasing the availability of services. It is part of their long-term strategy of developing digital solutions that includes customer services and internal processes.
Beard AI
Last week, Jadrolinija’s new travel assistant, AI in fact, was put into operation chatbot cutely named integrated into their website – Barba AI. In just ten days since its launch, this system recorded thousands of inquiries and a large number of successfully resolved user situations. These initial results, according to the company, confirm the real need of travelers for this form of digital support.
The main goal of the development of the virtual assistant is to enable travelers to find their way around information more quickly, to have easier access to answers, and to provide support at all times. This is of particular importance during the intense summer season when the customer service load is traditionally the highest. Jadrolinija invited all passengers to try out the new assistant on their official website and see for themselves the advantages of digital solutions when planning a trip.
It was also announced that they will be presented chatbot further developed in several phases, where they will continue to learn through direct interactions with users. This process will further improve the quality of the response and expand the functionality of the system in order to provide even better and more precise support in the future. The plan is to expand the availability of this assistant to other communication channels, such as the WhatsApp application, as well as develop the option of buying tickets with the help of an AI agent.
Expansion of digital services
Along with the launch of the virtual assistant, Jadrolinija continued to upgrade other digital services. After the new mobile application was presented at the end of 2025, two more important functionalities were made available to passengers during the past month. It is about the option of online cancellation of purchased tickets within the user profile and the possibility of online top-up prepaid account through the website and mobile application.