New SFM strategy: more money, AI chatbot — and many open questions

New SFM strategy: more money, AI chatbot — and many open questions

Can the big service-marketing boost really make Mallorca's railway better — without side effects?

At Estació Intermodal in Palma, when the coffee steam from the small bakery on Passeig de Mallorca drifts away and the announcements click through the not-quite-new speakers yet, you notice: the island railway wants to be different. Such changes are discussed in Intermodal Station: A little noise today, a more reliable station tomorrow. Those responsible have redrafted the framework contract until 2030; for the first two years about €1.16 million are earmarked for customer service and passenger information (previously it was almost €483,418 in a comparable period). At the same time, an AI-supported assistance system is to be introduced, information channels are being expanded, 24/7 availability is being announced, and coordination with the TIB bus network is to be tightened. These are all facts. The guiding question is: is that enough — and what is missing from the public discourse?

First point: transparency about the technology. An AI chatbot sounds modern and probably saves personnel, but how will data be stored? Who may view queries, how long are logs retained, and is the solution openly auditable? Public transport operators have a duty to handle personal information very sparingly. If users can ask directly via WhatsApp or Instagram, there need to be clear terms of use and a privacy policy that explains in plain language what happens with location or travel plans, similar to concerns raised in When Palma's squares are watched: AI cameras, new jackets and the question of trust. Without such assurances the 24/7 promise is just window dressing.

Second point: usability for everyone. The announcement that the system will be multilingual and accessible to people with disabilities is welcome. In practice, however, the details decide: do automatic replies work for complex disruptions? Do they replace real contacts, or is there always a human escalation level? Wheelchair users, blind and hearing-impaired people need tested procedures — not just pretty words in a tender. Accessibility is more than an extra button on a website.

Third: technology alone does not solve operational faults. The island railway is increasing monitoring and maintenance, installing screens (171 new displays were already added last year) and renewing speakers. These measures shorten the time until information is passed on, but they do not prevent the root causes of failures: outdated switches, vandalism, bad weather. Priorities need to be clear here: how much of the additional sum goes into prevention and maintenance, and how much into communication? This question is also central to reporting such investments in pieces like Lots of Money, Lots of Work — But Is It Enough for Palma's Intermodal Station?.

What is mostly missing in the discussions so far is a simple indicator of success. Will response time to disruptions be measured and published? How does commuter satisfaction change between Inca and Palma or on Sunday night traffic? Such figures are necessary so that politicians and users can check whether the increase in funds really leads to noticeable improvements.

An everyday scene: a Friday evening, Marcha‑Los at Sineu station, families with suitcases, a broken speaker, hurried looks. An AI chatbot could have given immediate information — provided there is network reception. But in the rural section, where level crossings still rattle and phone connections are spotty, automated help is of little use. Improved mobile coverage, robust offline functions on trains and well-trained conductors on site remain important.

Concrete solution approaches instead of marketing talk:

1) Data protection and audits: Tender with privacy-by-design, limit log retention, mandatory independent data protection audits.

2) Human before machine: AI as first responder, clear escalation paths to humans, true 24/7 coverage through rotating teams, not just bot replies.

3) Check accessibility: User tests with people with disabilities, standardized WCAG and speech tests, staff training.

4) Measurable goals: Publish SLAs (e.g. average response time for disruptions), regular user surveys, a public dashboard with performance figures.

5) Use technology sensibly: Make investments in maintenance and prevention visible, offline functions for trains, expand emergency communication in rural sections.

My conclusion: more money and more screens are not a mistake — they are often what a traveler notices first. What will be decisive is whether the island administration and Serveis Ferroviaris de Mallorca prescribe the right operating rules, data protection standards and control mechanisms. Otherwise much of the announced “round-the-clock care” will remain a promise for marketing flyers, while commuters continue to wait for announcements on mild evenings. Whoever truly wants the bot to be helpful must give humans the final answer and the public the numbers. Then the railway in Mallorca could actually breathe easier — and the next announcement could come through clear, working loudspeakers.