The luxury adult-only cruise liner company Virgin Voyages has revealed it is using over 1500 AI agents across its business, including for marketing functions.
This marks a 2900 percent increase from the 50 agents the company initially implemented in October 2025.
The agents have been developed in partnership with Google Cloud and function across commercial operations, crew training, and marketing.
The company revealed that each agent has been purpose-built to carry out a specific function.
Most notably from a marketing context, Virgin Voyages created an agent called Email Ellie, that is trained on the company’s signature brand voice, customises personalised emails and operates as a flagship marketing assistant.
The company revealed this agent was cutting time spent on campaigns from six weeks to under 10 days, and reduced agency costs by roughly 35 percent, as reported in Ad Age.
Another agent, Landing Page Larry, customises web pages based on where a customer comes from.
Examples of some of the other agents developed include:
- A Know Your Sailor agent that gives crew members insights into passenger profiles, helping more personalised communications.
- A Wavemaker agent that helps teams manage group bookings.
- A VoyageFair Choices Agent that supports staff in understanding updated policies and options.
- An Ask Nirmal Anything agent that replicates the company’s CEO, to help make teams across the company make better decisions.
Deploying AI at Scale
Virgin Voyages’ agentic initiative illustrates an example of AI agents being deployed at scale.
The company says that by the end of Q2 2026, it aims to have fully adopted Google Cloud’s Gemini Enterprise – Google’s AI platform for building and deploying agents – across the entire organisation.
Last year, the company also partnered with Canva to give its sales advisors – called First Mates – AI-powered marketing tools to create AI content to drive sales.
