Putting the ‘why’ in shipping’s AI revolution
October 2024

Amidst the excitement surrounding AI and its potential applications in shipping, I often find myself grappling with a crucial question: "Why?"

Why are we adopting this technology? What specific problems and challenges are we trying to solve? How will it truly benefit our operations, our people, and our customers?

It was these questions, amongst others, that inspired us at Stena Bulk to establish an internal AI incubator team - not just to explore cutting-edge technologies but to cultivate a philosophy of purposeful innovation.

Our approach is simple yet powerful: we try to start with the 'why' before diving into the 'how' or 'what' of AI implementation.

I previously discussed how our AI team was formed, with members supported through our trip to Stanford earlier this year, and with their previous roles ringfenced if our efforts didn’t bear fruit.

One of the key principles for us has been to avoid getting caught up in the hype surrounding new technologies. In an industry as complex as ours, where we’re always looking for solutions to emerging problems, that would be very easy to do.

Rather, our team has tried to embrace a different mindset. We're not looking for grand, disruptive solutions that promise to revolutionise Stena Bulk overnight. Instead, we're focused on identifying actionable, often small-scale opportunities where AI can make a tangible impact in our day-to-day operations.

This philosophy of purpose-driven AI adoption isn't just about efficiency or staying competitive. It's about creating meaningful change that resonates throughout Stena Bulk, the Stena Sphere, and beyond. By prioritising the 'why,' we ensure that every AI initiative we undertake is aligned with our core values and strategic goals.

Our incubator team's approach to prioritising AI projects is both methodical and pragmatic. We begin by engaging with various departments across Stena Bulk, from vessel operations to logistics and customer service. We listen to our team’s challenges, pain points, and aspirations. This ground-level insight is invaluable in identifying areas where AI can truly make a difference.

Once potential projects are identified, we evaluate them through a multi-faceted lens. First, could an AI solution significantly improve efficiency, safety, or customer satisfaction? Second, can we realistically implement and scale this solution with our existing resources? Third, and crucially, does the potential project align with our company's long-term vision and values?

This framework allows us to focus on AI initiatives that are not just technologically impressive, but genuinely valuable to our operations and stakeholders.

We hope that, in our own way, our philosophy of purposeful AI adoption can bring with it learnings for the wider sector. As an industry, shipping has sometimes been slow to embrace new technologies. But by focusing on the 'why' - on solving real, pressing challenges - we can accelerate AI adoption in a way that's both impactful and responsible.

We also hope that by doing so we can help to address some of the valid concerns surrounding AI in our industry. By prioritising purpose over novelty, we ensure that AI augments rather than replaces human expertise. We're not pursuing AI for AI's sake, but as a tool to empower our workforce and enhance our services.

Looking ahead, I believe this 'why first' mentality will be crucial as AI continues to evolve. As the technology becomes more advanced, the temptation to implement AI solutions simply because we can – not necessarily because we should - will grow stronger. But by staying grounded in purpose, we can harness AI's potential while avoiding the pitfalls of aimless adoption.

The future of shipping will undoubtedly be shaped by AI, but what we’ve learned over the last year is that it really is up to us to ensure that this future represents meaningful progress, rather than mere technological showmanship.

By Erik Hånell, President & CEO of Stena Bulk
October 2024