Maritime AI socialisation: Exploring the impact of digital enablers on human-AI collaboration and service and process innovation

Despite the emerging consensus in the maritime field that AI could significantly enhance operational efficiency, safety, and sustainability, the industry has been slow to embrace AI due to employee resistance and the sector’s inherent complexity. Thus, this study applies the “AI socialisation” process to analyse the symbiotic relationship between AI systems and human employees, which can enhance Human-AI collaboration and innovation within maritime companies. In contrast to prior research focusing on individual attitudes or group dynamics, this study highlights three key organisational digital enablers—digital leadership, digital culture, and digital human resource management— that are crucial for effective AI socialisation. Data were collected from maritime companies in Singapore, and structural equation modelling was used to analyse 123 responses. The findings reveal that these digital enablers significantly impact AI task mastery. This mastery influences AI job clarity and trust, which subsequently drive both service and process innovation. The interplay between digital enablers and human-AI collaboration demonstrates satisfactory explanatory power for service innovation (R2 = 36 %) and process innovation (R2 = 34 %). This study deepens the understanding of human-AI collaboration and innovation and also offers strategic insights for maritime companies on seamlessly integrating AI into their operations.