Boating Intelligence Technology May Help Revolutionize the Marina Industry

When Brunswick Corporation debuted its “Boating Intelligence” concept at the 2025 Consumer Electronics Show (CES) in January, it marked a milestone in artificial intelligence-centered industry innovation.

As the company incorporates more AI technologies into its products to promote simpler, more sustainable boating, marinas may soon look to Brunswick for inspiration.

“This technology is set to be a game-changer in the marine industry because it will bring a level of connectivity, data integration and real-time monitoring that was previously unavailable,” said Will Sangster, the president of business acceleration for Brunswick. “At its core, Boating Intelligence leverages advanced sensors, data analytics and AI to enhance the boating experience — making it smarter, safer and more efficient.”

Elevating the Boating Experience
So, how does Boating Intelligence technology work? Sangster said the comprehensive concept includes engine performance tracking; environmental data; and an AI-powered, digital co-captain that offers navigation assistance to boaters. In many ways, it provides users with a much calmer, more streamlined boating experience.

“The future of the technology is designed to optimize and enhance the boating experience by reducing the most stressful and complex aspects of boating. There is a clear focus on transforming the boating experience, centered around the boater, making their on-water experience more intuitive,” Sangster said. “Boating Intelligence will aim to deliver real-time actionable insights to create smarter, more connected vessels — and, as a result, more confident boaters on the water.”

Elevating experiences has always been Brunswick’s aim, ever since the Illinois-headquartered global company was founded in 1845. Brunswick is currently home to more than 60 brands and has more than 14,500 employees in 26 countries. Brunswick’s appearance at the Consumer Electronics Show in Las Vegas, Nevada, showcased this prowess.

Attendees witnessed Brunswick’s state-of-the-art, 200-degree virtual boat helm simulator with its AI-powered co-captain — an interactive experience that displayed features like assisted navigation, safety monitoring and autonomous maneuvers. Brunswick unveiled its first Fliteboard eFoil immersive simulator, allowing show participants to virtually ride an electric hydrofoil using a handheld controller in realistically rendered environments.

Brunswick presented the latest development version of its autonomous docking system, both virtually in a 200-degree simulator and physically on a 40-foot Boston Whaler 405 Conquest. Viewers experienced live object tracking and classification, and they interacted with the latest intuitive user interface concepts on a large Simrad multi-function display. Also at the show were three of Brunswick’s CES Innovation Award-winning products, including the Mercury Marine 600hp V12 outboard motor, Mercury Marine’s full portfolio of Avator electric outboards and the 1st Mate-connected Marine Safety and Security System.

How Marinas Can Benefit
“The future of our technology aims to enhance the consumer experience, creating more convenience for boaters and marinas alike, which is critical to continue to grow the industry by providing the modern boater with exceptional experiences,” Sangster said. “Marinas are poised to benefit significantly from Brunswick’s technology as it continues to develop and eventually becomes commercialized for broader use.”

By embracing these smart systems of the future, marinas will be able to offer enhanced services to boaters, such as predictive maintenance alerts, real-time monitoring of docked vessels and even the ability to optimize waterway traffic flow. The technology will provide marina operators with deeper insights into boat usage patterns, allowing them to offer personalized, consumer-centric services and optimized dock management.

Additionally, the technology will improve safety, as marinas will be able to monitor vessel conditions more closely and detect issues earlier. With its intuitive features, Boating Intelligence will also help to get more first-time boaters to the water, which has historically been a barrier to entry, Sangster said.

Steps to Take Now
The commercialization of the technology will take time, but there are steps marinas can take now for a successful future integration.

“The key will be gradual adoption and education, and marinas should start by investing in the infrastructure necessary to support connected boats, such as ensuring high-speed reliable internet services,” Sangster said. “By embracing AI and safety technologies, marinas can not only improve operational efficiency but also elevate the customer experience and ensure that they remain competitive in an increasingly tech-driven world.”

The transition to using any new technology can come with its challenges, but adopting the concept in phases will allow marinas to test, learn and refine their approaches before rolling them out more broadly. Partnering with experts who can provide ongoing support and training can ease the transition for marina staff.

It is also important for marina owners to clearly communicate the long-term benefits of the technology to the staff and customers. When marinas can demonstrate how the technology will improve safety, reduce operational costs and enhance the overall boating experience, adoption becomes much smoother, Sangster said.

“The competitive landscape for the modern consumer’s discretionary time has never been as fierce as it is today,” Sangster said. “By working as an industry to embrace technology as one of the facilitators of an exceptional consumer experience, the future growth of boating, marina utilization and the industry is extremely positive.”