The maritime shipping industry, responsible for 80% of global trade, faces the critical challenge of achieving net-zero emissions while operating with thin profit margins, aging infrastructure, and legacy systems. This study investigates how AI-driven technologies can enable sustainable business model innovation within the Dutch maritime shipping ecosystem, addressing growing regulatory pressures including and decarbonization targets.

Using a qualitative grounded theory approach, this research conducted 22 semi-structured interviews with decision-makers from 13 organizations across the maritime ecosystem, including shipping operators, technology providers, and more. Data analysis followed the Gioia methodology, allowing themes to emerge organically through iterative coding and theoretical development.

The study reveals that successful transformation requires collaboration among distinct ecosystem roles, with Maritime Service Operators at the center supported by Digital Transformation Partners, Port & Infrastructure Managers, and more roles which were identified in the study.

The research culminates in a three-level transformation approach progressing from business model assessment through collaborative AI-enabled innovations to measurable sustainable benefits. The framework demonstrates that operational efficiency and sustainability are mutually reinforcing, with early adopters achieving benefits, such as fuel consumption reduction, enhanced predictive maintenance, improved regulatory compliance, and access to green financing.

This research provides structured guidance for practitioners seeking AI adoption without compromising operational stability, supports policymakers in accelerating decarbonization goals, and advances digital servitization knowledge in conservative industries.