Who needs Bennifer, when we can have JenAI? In the massively rebounding cruise industry, different companies are determined to grab the lion’s share of the market. Virgin Voyages is attempting to make its mark with a combination of two of the most popular entities in pop culture: Jennifer Lopez and AI. As showcased in a new advertising campaign, visitors to the Virgin Voyages website can input a script that will invite their friends and family to join them on a cruise, voiced seemingly by the world-renowned pop star. To support this novel capability, Lopez allowed cameras to capture her image and various phrases used during a day spent on the company’s newest ocean liner. When prompted by a user, the AI technology generates a video likeness, in which Lopez offers a personalized invite, along with a good reason (e.g., “Hey mom, let’s cruise, because you deserve it!”). Careful controls have been put in place, to avoid obscene or inappropriate content. But ultimately, Lopez has given up some control of her likeness, to help Virgin Voyages sell more tickets. According to the company, the novel advertising approach is effective, such that it has prompted 150 percent more engagement than its last campaign, as well as approximately 1000 bookings by people who had never cruised before. Let’s just hope those new sailors are not under the misapprehension that J. Lo will actually be on board. We think she might have her own yacht to sail. 

Sources: Emma Hall, “Jennifer Lopez Lets AI Do the Talking in Personalized Virgin Voyages Campaign,” More About Advertising, June 30, 2023; CNBC, “How Virgin Voyages Is Using AI—and a Partnership with J. Lo—to Boost Bookings,” July 28, 2023, https://www.youtube.com/watch?v=cMo4lZQQ-So