Luca Pronzati

Chief Business Innovation Officer @ MSC Cruises SA


Luca Pronzati is the “Chief Business Innovation Officer” of MSC Cruises. He is Seasoned Keynote Speaker and Innovation Influencer in several worldwide events.

Mr. Pronzati is responsible to leverage on emerging technologies accelerating the digital innovation of the company for the worldwide market competition of the future. He is responsible for business relations with the MSC digital and tech worldwide partners’ ecosystem such as Samsung Electronics International, Harman Kardon, Deloitte Digital, Hewlett Packard Enterprise, McKinsey, Boston Consulting Group and others.

He is successfully spearheading the launch of “MSC for Me”, the industry-first digital innovation program designed to elevate the on-board customer experience by enhancing the way guests interact each other’s, with the ship and the crew members. To further enrich the MSC for Me ecosystem, Mr. Pronzati and the Business Innovation Team introduced in March 2019 Zoe, the industry-first virtual personal cruise assistant, powered by artificial intelligence. In the last edition of CES 2020 in Las Vegas MSC Cruises released a new report called “The Future of the Guest Experience,” which explores the trends that will impact the future of the travel industry. For the Christening of the new ship MSC Virtuosa, planned mid-2021, the Innovation Team will sail off onboard the ship the industry-first Robotic Humanoid Bar Tender that will revolutionize the experience of the Guests.

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