This move fosters collaboration with European partners to share best practices and set strategic priorities. In 2024, the company launched a governance framework to manage risks associated with generative AI, enhance employee skills, and uphold ethical standards.

Anne-Laure Fabre, member of Brittany Ferries’ AI Governance Committee, stated: “In this era of AI-driven technological transformation, we prioritize people in our approach. Our solutions are tailored to our business needs and customer service, aligning AI with Brittany Ferries’ values, risk management, and vision for sustainable innovation that benefits the regions we serve.”

Brittany Ferries has introduced several initiatives to responsibly integrate AI:

• Governance: In February 2024, a dedicated AI committee was formed, including members from management, HR, change management, digital architecture, and compliance. A governance charter, presented to the CSE and shared with teams in January 2024, outlines AI usage guidelines.
• Training and Awareness: A learning community launched in November 2024 engages subsidiaries, with a second cohort planned for September 2025 to test virtual assistants that enhance workplace quality and performance. An e-learning course educates employees on generative AI risks and opportunities.
• Transparency: A logo identifies content “co-produced with AI and verified by humans” for internal use.
• AI Systems Inventory: High-risk AI tools embedded in software are identified to ensure compliance.

These efforts reflect Brittany Ferries’ human-centric approach, prioritizing employees and customers while leveraging AI responsibly.