Brunswick at CES

Brunswick Corporation has revealed details of Boating Intelligence, a new initiative to incorporate AI features into its products.

US-based firm Brunswick, one of the largest boatbuilders in the world, says developing Boating Intelligence will help it deliver simpler, safer, smarter, and more sustainable boating.

Brunswick Corporation is renaming its I-Jet Lab at the University of Illinois Research Park to the Boating Intelligence Design Lab (BI DesignLab). Under Jeff Reifsnyder’s direction, the research lab is refocusing its programmes on developing Brunswick’s AI talent and capabilities and supporting Brunswick’s product development teams as they incorporate AI into Brunswick’s next generation of products.

BI DesignLab is already supporting the development of Brunswick’s autonomous docking technology but is now also advancing work on AI-powered virtual agents, customised for marine applications, and other applications that will provide smart assistance to people operating their own boats and members of Brunswick’s Freedom Boat Club.

“Our Aces (Autonomous, Connected, Electrified, and Shared) strategy has matured over the past five years with many products like our Avator electric outboards, Fathom power management system, and C-Zone mobile connectivity solution already in production,” said Dave Foulkes, Brunswick Corporation chief executive.

“We see an opportunity to embed AI functionality as one focus for our next phase of advanced technology and feature development, creating an opportunity for boats to evolve from an experiential product to an experiential partner.”

Brenna Preisser, Brunswick Corporation executive vice president, adds: “Boating Intelligence can be manifested through the entire Brunswick portfolio of products and services, through integrated, smart, and intelligent technologies that amplify the boating experience.

“We see AI emerging into boating to help augment and simplify many activities and reduce the complexity of operating and navigating a boat. Freedom Boat Club provides a unique platform to develop and exploit these possibilities.”

Elements of Brunswick’s initial work in Boating Intelligence will be displayed at several upcoming events, including the Consumer Electronics Show (CES) in Las Vegas in January 2025, which has been a favoured venue for previewing and launching many of Brunswick’s ACES technologies and products.

The news comes amid a torrid time for Brunswick, which recently announced its net sales in the quarter of 2024 were down 22 per cent versus the first quarter of 2023.

Last month, former employees of Mercury Marine — a Brunswick brand — spoke of anxiety and confusion after hundreds of layoffs at the company’s Fond du Lac headquarters.

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