Brunswick Corporation Augments ACES Strategy with Investments in Boating Intelligence™
Brunswick (NYSE:BC), the world's leading marine technology company, has announced Boating Intelligence™, an initiative to incorporate AI features into its products for simpler, safer, smarter, and more sustainable boating. This enhances Brunswick's ACES (Autonomous, Connected, Electrified, and Shared) strategy. The company is re-launching its I-Jet Lab as the Boating Intelligence Design Lab (BI DesignLab) at the University of Illinois Research Park to develop AI talent and capabilities.
The BI DesignLab is already supporting the development of autonomous docking technology and advancing work on AI-powered virtual agents for marine applications. These innovations will assist boat operators and Freedom Boat Club members. Brunswick sees AI as a key focus for its next phase of advanced technology, aiming to transform boats from experiential products to experiential partners.
- Launch of Boating Intelligence™ initiative to incorporate AI features into products
- Re-launching of I-Jet Lab as Boating Intelligence Design Lab (BI DesignLab) to develop AI capabilities
- Development of autonomous docking technology and AI-powered virtual agents for marine applications
- Potential to transform boats from experiential products to experiential partners
- None.
Insights
Brunswick Corporation's initiative to integrate AI into its marine products is a significant move. Leveraging AI to enhance the boating experience could dramatically change the industry. For instance, AI-powered virtual agents can provide real-time assistance, making navigation and operational tasks easier and safer. AI in boating could also offer predictive maintenance, optimizing the performance and longevity of marine equipment.
Traditional boating involves manual operations and high maintenance, aspects that AI integration could simplify. Brunswick’s decision to re-launch its I-Jet Lab as the Boating Intelligence Design Lab underscores its commitment to AI-driven innovation. This initiative aligns with the broader trend of incorporating smart technology into recreational activities, making boating more accessible to novices and enhancing the experience for seasoned boaters.
In the short term, this could attract tech-savvy consumers interested in innovative, user-friendly products. In the long term, it positions Brunswick as a leader in marine technology, potentially capturing a larger market share.
From a market perspective, Brunswick’s investment in Boating Intelligence could create a competitive advantage. By focusing on AI, the company is not only enhancing its product offerings but also tapping into a growing consumer demand for smart and sustainable technologies. The ACES strategy, which has already seen successes with products like the Avator electric outboards and the C-Zone connectivity solution, provides a strong foundation for further AI integration.
This initiative could attract a new segment of customers who prioritize modern, connected experiences. Additionally, the focus on sustainability aligns with global trends towards environmentally friendly products, potentially appealing to eco-conscious consumers. The Freedom Boat Club’s platform will allow Brunswick to test and refine these AI-driven technologies, ensuring they meet user needs before wider rollout.
For investors, Brunswick's commitment to innovation is a positive indicator of the company’s growth trajectory. However, the success of this initiative will depend on the effective implementation and consumer acceptance of these new technologies.
METTAWA, Ill., July 18, 2024 (GLOBE NEWSWIRE) -- Brunswick Corporation, (NYSE:BC), the world’s leading marine technology company is enhancing its ACES (Autonomous, Connected, Electrified, and Shared) strategy with the announcement of Boating Intelligence™, a comprehensive initiative to incorporate AI features into its products to deliver simpler, safer, smarter, and more sustainable boating. To accelerate its vision for Boating Intelligence, Brunswick Corporation is re-launching its I-Jet Lab at the University of Illinois Research Park. The newly named Boating Intelligence Design Lab (BI DesignLab), under the direction of Jeff Reifsnyder, is refocusing its programs on developing Brunswick’s AI talent and capabilities, as well as 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, customized 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 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 CEO. “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.”
“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,” said Brenna Preisser, Brunswick Corporation Executive Vice President and President, Business Acceleration. “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 a number of events, including the 2025 Consumer Electronics Show (CES), which has been a favored venue for previewing and launching many of Brunswick’s ACES technologies and products.
About Brunswick Corporation:
Brunswick Corporation (NYSE: BC) is the global leader in marine recreation, delivering innovation that transforms experiences on the water and beyond. Our unique, technology-driven solutions are informed and inspired by deep consumer insights and powered by our belief that “Next Never Rests™”. Brunswick is dedicated to industry leadership, to being the best and most trusted partner to our many customers, and to building synergies and ecosystems that enable us to challenge convention and define the future. Brunswick is home to more than 60 industry-leading brands. In the category of Marine Propulsion, these brands include, Mercury Marine, Mercury Racing, MerCruiser, and Flite. Brunswick’s comprehensive collection of parts, accessories, distribution, and technology brands includes Mercury Parts & Accessories, Land ‘N’ Sea, Lowrance, Simrad, B&G, Mastervolt, RELiON, Attwood and Whale. Our boat brands are some of the best known in the world, including Boston Whaler, Lund, Sea Ray, Bayliner, Harris Pontoons, Princecraft and Quicksilver. Our service, digital and shared-access businesses include Freedom Boat Club, Boateka and a range of financing, insurance, and extended warranty businesses. While focused primarily on the marine industry, Brunswick also successfully leverages its portfolio of advanced technologies to deliver an exceptional suite of solutions in mobile and industrial applications. Headquartered in Mettawa, IL, Brunswick has more than 17,000 employees operating in 29 countries. In 2023, Brunswick was named by Forbes as a World’s Best Employer and as one of America’s Most Responsible Companies by Newsweek, both for the fourth consecutive year. For more information, visit www.Brunswick.com.
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