Thetius - Experts & Thought Leaders

Maritime companies are stuck in the early stages of AI adoption, unable to scale beyond small experiments as widespread optimism collides with implementation reality, according to new industry research. The study “Beyond the Hype: What the maritime industry really thinks about AI” by Thetius in partnership with Marcura, a pioneering maritime technology and services provider, combines over 130 survey responses and in-depth interviews with maritime professionals. Benefits in reducing manual workflow 69% believe that AI solutions might miss critical red flags in contracts or voyage planning It reveals a sector that is both eager and cautious: 82% are optimistic about AI and 81% are running pilot projects, yet 37% have personally witnessed AI failures and only 11% have formal policies to guide scaling. The research identified clear consensus on where AI delivers value: 97% see benefits in reducing manual workflow inefficiencies, 87% in charter party contract analysis, and identifying risky voyage decisions. However, 69% believe that AI solutions might miss critical red flags in contracts or voyage planning, leading to poor business outcomes. Invested in building AI on maritime data "A general AI agent might say that SF means standard form, but in shipping, it means stowage factor,” explained Janani Yagnamurthy, VP Analytics at Marcura. "Off-the-shelf solutions might automate basic processes, but they miss the nuanced context that maritime professionals rely on. That's why we've invested in building AI specifically trained on maritime data, language, and workflows rather than trying to adapt generic tools." AI and human expertise together drive real wins Despite their general enthusiasm for AI, maritime experts overwhelmingly reject full automation Despite their general enthusiasm for AI, maritime professionals overwhelmingly reject full automation. 70% believe AI should recommend actions but humans should always make the final decision, while 66% are concerned about overreliance on the technology eroding human skills and judgement. "When change happens, it’s very natural to fear losing control. Skilled maritime professionals have spent decades honing their judgement in high-stakes roles like chartering and operations," explained Janani Yagnamurthy, VP Analytics at Marcura. "The best AI functions like a co-pilot, not a replacement, providing insights but always leaving the final decision up to the professional who understands the full context. As seen in some legal cases, relying on AI without human oversight can cause errors and even cross into professional misconduct." Maritime-specific solutions break through Marcura's approach differs from generic AI providers by embedding AI agents directly within maritime While generic AI implementations struggle, purpose-built maritime solutions are demonstrating clear value. Marcura's AI-powered charter party analysis helped one dry bulk operator avoid over $120,000 in potential losses by identifying four critical clauses missing from a draft agreement. Marcura's approach differs from generic AI providers by embedding AI agents directly within maritime workflows and training specifically on maritime language and contract structures, with each client's data kept in isolated, secure environments. Scaling requires strategy, not just enthusiasm The study identified inadequate training as the biggest barrier to scaling, cited by 38% of respondents. The governance gap is equally stark: while 81% run pilots, only 17% have transparent processes for how AI makes decisions within their organisations. Nearly a quarter express concerns about vendor claims outpacing real-world results.

Marketing in Maritime, the specialist networking community for marketing and communications professionals in the marine and energy sectors, has appointed an Advisory Board to guide the next phase of its evolution. Featuring pioneering experts from across the maritime and marketing industries, the Advisory Board has been created to provide advice and guidance as Marketing in Maritime expands its event activity and prepares to launch a learning and professional development platform to help marketers at every stage of their career. Advisory Board members The Marketing in Maritime Advisory Board members are: Nick Chubb, Owner & Founder, Thetius Andrew Davis, Digital Marketing & AI Trainer, Talk Dygital Anna Garcia, Director of Communications, WinGD Cathy Hodge, Co-founder & COO, Smart Maritime Network Chris Morley, Director of Maritime & Logistics, Informa Markets Knut Natvig, VP Corporate Communications, Marlink Nicolas Papados, Group Director Marketing & Business Development, Columbia Group Mark Warner, Content & Communications Director, Lloyd’s Register Networking events for marketers Andy Ford, Marketing in Maritime Director, says, "Marketing in Maritime was founded by Wake Media in 2018 to facilitate networking events for marketers and it has always attracted great interest from industry professionals across the globe who often work in isolation or in small teams and seek knowledge and support from their peers." He adds, "It’s now time to take the next step and establish Marketing in Maritime as an educational, as well as community-driven platform and the Advisory Board members will help to steer that aim to a reality." Impactful change across the maritime world Marketing in Maritime’s growth is thanks to the generous support of its strategic partners Nicolas Papados, Group Director Marketing & Business Development at Columbia Group, says, "Joining the Marketing in Maritime Advisory Board is an exciting opportunity to push the boundaries of maritime marketing." He adds, "I’m passionate about using creative strategies to transform how we connect, engage, and shape the future of the industry. Together, we’ll redefine the narrative and drive impactful change across the maritime world." Marketing in Maritime’s growth Marketing in Maritime will have a tradeshow presence for the first time at the upcoming Nor-Shipping exhibition, with a MiMLounge providing a wind-down and networking space for marketers attending the event and an evening reception at Aker Brygge. Marketing in Maritime’s growth is thanks to the generous support of its strategic partners: Bray Leino, Oakwood, Risk4Sea and Bureau Veritas, and a range of sponsors and media partners which include Seatrade Maritime.

Thetius, the globally renowned specialist maritime technology research firm, has partnered with specialist marketing and communications agency - Wake Media to deliver a unique service offering to its clients. The partnership creates an integrated, end-to-end research and communications service built on Thetius’ renowned expertise in market intelligence and Wake Media’s proven track record in powerful multi-channel campaign strategy and execution. Thetius and Wake Media partnership Research options include wide reports and analyses of market and technology trends and innovation David Cocoracchio, Managing Director at Thetius, says, "The maritime industry is at a pivotal moment and the Thetius and Wake Media partnership is intended to equip companies with the information and assets they need to make good decisions." He adds, "With ever-evolving challenges around safety, decarbonisation, technology and economics, we aim to create positive change by providing data-driven insights that can be communicated to the widest possible audience." Deep market intelligence Andy Ford, Managing Director of Wake Media, says, "By blending deep market intelligence with compelling storytelling and world-class execution, this partnership enhances the ability to transform insights into action that resonates with target audiences and drives real engagement."  The partnership is aimed at delivering research commissions of all sizes and scope combined with a tailor-made communications plan to suit all kinds of business and objectives, complete with detailed evaluation when concluded.  Research options include comprehensive reports Research options include comprehensive reports and analyses of market and technology trends and innovation, while the communications services can deliver launch events, media relations and content across the whole marketing mix.