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ISS Leadership Seminar: AI in Yachting

By Lauren Beck

At the 2026 International Superyacht Society Leadership Seminar in West Palm Beach, the room was packed for a two-part discussion: artificial intelligence (AI) and its growing impact in yachting, as well as nuclear power in the industry. The first session featured voices from software, brokerage, design, marketing, management, and cybersecurity.

Moderated by Kristina Agustin of Southern Sky AI, the panel included Alastair Callendar (Moravia Yachting), Christina Norris (Oversee Yachts), Claire Hagen (Armada Club), Jake Lazarus (Fenton AI), and Sara Shake (Vacancy), who discussed a key question: what does AI adoption look like in yachting today?

No surprise, but the consensus was clear — AI is here to stay. Instead of resisting it, panelists urged everyone to learn how to use it effectively. Lazarus highlighted that while AI can streamline processes and improve efficiency, its success depends on clear goals, the quality of the systems it connects to, and the data. He challenged attendees to think beyond simple applications like email and copy, and consider how they would operate with what he called an “infinite number of PhDs” at their disposal.

On the creative and marketing front, Shake noted a shift from traditional SEO to Answer Engine Optimization (AEO), where AI provides a single, context-driven response instead of a list of ranked links. Companies that establish themselves as specialists will have an edge.

There is, of course, potential for AI to be misused. The main threats in AI are privacy breaches, increased surveillance, and hacking — and the superyacht industry is a prime target. However, these are not new issues in the industry. Hagen recommended auditing your digital footprint, tightening and reevaluating your company’s media practices to enhance safety, and being more collaborative about sharing experiences. Be aware, she cautioned, and take proactive steps in training and education. While AI has its role, Morris warns that people should not lose sight of the human element. AI can support creativity and efficiency, but human experience and insight remain essential. While the yachting industry has been slow to adapt, now is the time. Start small, stay curious, and get comfortable. Don’t let negativity scare you away, but always stay cautious.

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B W hat is the primary purpose of a drogue?

C In yachting, what is a “roach”? (Hint: It’s not an insect.)

D Which category of life jacket (PFD) is designed to automatically turn an unconscious person face-up in the water?

E True or False: “As the crow flies” originates from the practice of releasing crows from British ships to find the nearest land.

ANSWERS BELOW

curved edge along the leech (back edge) of a sail

Type I (offshore life jacket)

True

CREW SCENE ON THE DOCKS

Photos by Kevin Maher and Flavia Patino-Paul

Photos by Yatco and Lauren Beck

Experience the YATCO Flagship Lounge at The Ben Hotel’s Hotel Park at Banyan Square — an exclusive hub for networking, industry insights, and premium hospitality. Featuring destination forums, economic seminars, charter talks, sailing celebrations, and vibrant evening events, it’s designed for captains, crew, and yachting professionals to connect, collaborate, and elevate business.