JenAI

VIRGIN VOYAGES

Artificial Intelligence (Deep Fake)
Interactive & UX Design
Motion Design

JenAI is an AI-powered concierge experience created for Virgin Voyages, designed to help guests plan, personalize, and manage their voyage across devices. The experience blends conversational AI with Virgin’s distinct brand voice to create something informative, playful, and unmistakably human.

The Challenge

Virgin Voyages needed a concierge experience that could scale information, personalization, and booking support without losing the brand’s personality. The experience had to feel helpful, confident, and fun while working across mobile, desktop, and onboard environments.

A core focus of this work was defining how an AI assistant could speak in a way that felt distinctly Virgin. We explored tone, pacing, and conversational structure to ensure JenAI felt confident and approachable without sounding scripted or robotic.

Our production day with JLO required a considerable amount of content to be captured across TVC, PR, social, and Interactive, aboard a ship with an aggressive timeline and a focus on the TVC capture.  A particular look and framing was desired for the deepfake scenes and those shots were composed and captured on set with the goal of medium frame capture and mouth-open pauses to accommodate lip sync needs.

We trained a machine learning model by providing it with ~3 hours of audio from her her audiobook “True Love”. The resulting model was able to reproduce her voice by converting any new text into synthetic speech.

Potential voyagers are directed to a microsite where the real life Jennifer Lopez acts as “concierge” asking potential sailors to provide their name, their friend’s name, the occasion, favorite ways to celebrate and destination.

Audio of Jennifer’s voice is generated in real time so she addresses the user and their invitee by name throughout the rest of the concierge experience.

Designing for Scale

The interaction patterns and flows were designed to scale across multiple use cases, from trip inspiration to booking support. Modular components and consistent interaction models allowed the experience to adapt across platforms while maintaining a cohesive feel.

Cross-Platform Experience

JenAI was designed to work seamlessly across devices, allowing guests to move between inspiration, planning, and action without friction. The experience adapts to context while preserving continuity throughout the journey.

How it works

Within seconds a generative AI (“deepfake”) version of J-Lo is created where she personally invites potential sailors on behalf of the user, including the personalized details provided during the concierge experience.

Users can share the video with their invitee via a channel of their choosing. Custom booking links are included to drive recipients back to virginvoyages.com to begin planning their voyage.

reflection

This project shaped how I think about conversational interfaces as products, not features. It was also my first deep exposure to AI-driven experiences, which established a strong foundation for how I approach them today. It reinforced the importance of voice, tone, and restraint when designing AI experiences, especially within strong brands. The most successful moments came from knowing when to guide, when to step back, and when to let personality do the work.