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Jadrolinija
ZAGREB, 31 May 2026 – Croatia’s national ferry operator Jadrolinija has introduced a series of new digital services as part of its ongoing strategy to modernise customer services and business operations ahead of the peak summer travel season.
The company says it has been investing systematically in the digitalisation of its services and internal processes in recent years, with the latest developments aimed at making travel planning and ticket management simpler, faster and more efficient for passengers.
A key addition is “Barba AI”, Jadrolinija’s new AI-powered travel assistant, which was launched last week on the company’s official website. According to Jadrolinija, the assistant has already handled several thousand enquiries within its first ten days of operation, successfully resolving a large number of customer requests.
The AI assistant was developed to help passengers access information more quickly, find answers more easily and receive support at any time, particularly during the busy summer season when demand on customer service channels is at its highest.
Jadrolinija says the launch of Barba AI also reflects its efforts to follow current technological trends and develop new communication channels that match the expectations and habits of modern travellers.
The company plans to develop the chatbot further in several phases. Barba AI will continue to learn through user interactions, with the aim of improving the quality and accuracy of its responses while expanding its capabilities.
Future plans include extending the assistant’s availability to additional communication channels, including WhatsApp, as well as introducing AI-assisted ticket purchasing functions.
Alongside the launch of Barba AI, Jadrolinija has also expanded its range of digital services available through its website and mobile application.
Following the introduction of the Jadrolinija mobile app at the end of 2025, passengers can now cancel purchased tickets online directly through their user accounts. The company has also introduced online top-ups for prepaid accounts via both its website and mobile app.
Jadrolinija says these new features are designed to provide passengers with greater flexibility and make journey management easier, particularly during periods of increased traffic throughout the summer tourism season.
(Image: Jadrolinija)
The latest additions form part of the company’s broader long-term digital transformation strategy, which focuses on improving customer services while enhancing the efficiency of internal business processes.
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