In recent years, Jadrolinija has been systematically investing in the digitalization of its services and business processes, and the beginning of this year’s tourist season brought several new steps that further improve the passenger experience and the availability of services.
This is a long-term strategy for developing digital solutions that includes both customer services and internal processes, with the aim of making travel simpler, faster and more efficient, as well as better business organization.
“Barba AI”, Jadrolinija’s travel assistant, was launched last week. In just ten days since its publication on the official website, it has recorded several thousand queries and a large number of successfully resolved user situations, which confirms the need for this form of digital support for passengers.
Barba AI was developed with the aim of enabling passengers to find information faster, access answers more easily and have support available at all times, especially during the intense summer season when the customer service workload is highest. At the same time, by introducing the AI assistant, Jadrolinija is following modern technological trends and developing new communication models adapted to the habits of today’s users.
The presented Barba AI chatbot will be developed in several phases. The AI assistant will continue to learn through interactions with users, further improve the quality of responses and expand its capabilities in order to provide even more precise and useful support to passengers in the future. The plan is to expand Barba’s availability to other communication channels, such as WhatsApp, as well as develop AI-assisted ticket purchasing functionality.
We invite all users to try Barba AI on the official Jadrolinija website and see for themselves how digital solutions can further facilitate travel planning and organization.
We also add that, following the launch of the Jadrolinija mobile application at the end of 2025, two more important digital services were made available to passengers last month – online cancellation of purchased tickets within the user profile and online top-up of prepaid accounts via the website and mobile application. This provides users with greater flexibility and further simplifies travel management, especially during periods of increased traffic during the summer season. More
