Strengthening Digital Engagement

At IBIA, we have recently introduced a series of marketing and digital initiatives designed to strengthen engagement with our members, modernise our digital infrastructure, and expand our global outreach. From launching a dedicated mobile application to investing in a new website and exploring the role of artificial intelligence in maritime, these developments reflect our commitment to improving how our global community connects, communicates, and accesses industry information.

First mobile app
In December 2025, we launched our first official mobile application, marking an important milestone in improving accessibility and connectivity for our members worldwide. Announced through the IBIA Bulletin, the app provides a centralised and user-friendly platform where members can easily access information and interact with the wider IBIA network.

The application offers streamlined access to IBIA updates, industry news and event information, while also enabling members to communicate directly with one another and with the association. By bringing these functions together in a single platform, we aim to simplify engagement and make it easier for members to stay informed and connected wherever they are.

Available on both iOS and Android devices, the app has already seen encouraging early adoption. To date, it has recorded close to 200 downloads on iOS and Android. As awareness of the platform grows, we expect usage to increase further, supporting more dynamic communication and interaction across our global membership base.

New IBIA website soon
Alongside the launch of the mobile app, we have also begun development of a new IBIA website. The upcoming platform will be fully integrated with our customer relationship management (CRM) system, creating a more cohesive and efficient digital ecosystem for the association. We aim to launch the new website in the second half of this year; once operational, the platform will serve as a central hub for our communications, resources and digital engagement activities.

The new website is designed to deliver a more streamlined and user-friendly digital experience for our members, partners and stakeholders. In addition to modernising our online presence, the project will improve internal workflows and strengthen the way we manage and share information across our global network. Integration with the CRM platform will enhance data management, communication processes and event coordination, enabling us to provide more responsive and personalised services to our members.

The role of AI
As a separate initiative, IBIA has partnered with Intent Communications to explore the role of artificial intelligence and assess how effectively leading AI platforms respond to industry-related questions. The campaign, titled “De-mystifying Digitalisation and AI in Maritime,” focuses on large language model platforms including ChatGPT, Gemini, Microsoft Copilot, Claude and Grok. These tools are increasingly used across the maritime sector for tasks such as analysing reports, summarising regulations, generating market insights and supporting operational documentation. However, their reliability and accuracy remain key topics of discussion within the industry

To test these platforms, each AI tool was asked the same question: “What are the top three ports to bunker in today? And do you think these ports will still be the global leaders for alternative fuels in 2050?” The responses were then reviewed by IBIA’s Executive Director,

Alexander Prokopakis. IBIA members were invited to assess the answers and vote for the AI platform that delivered the strongest overall response, taking into account accuracy, completeness, level of detail and the use of supporting sources.

This initiative not only provides insight into the current capabilities of AI tools but also encourages members to engage with emerging technologies and consider how digitalisation may shape the future of maritime operations.

New partnership
Beyond these digital developments, we are also strengthening our international engagement through a new partnership with XINDE Marine News. China plays a critical role in global shipping, bunkering and energy markets. Strengthening our engagement in China is therefore an important strategic priority.

XINDE is a well-established maritime media and events organisation with a highly targeted professional audience reaching industry professionals across mainland China, Hong Kong, Singapore and Taiwan, including shipowners, bunker suppliers, ports, traders, energy companies, financial institutions and regulators. Through this collaboration, XINDE will support IBIA in establishing and managing our official presence in China and ensuring consistent visibility within the Chinese maritime sector.

The partnership represents an important step in expanding our reach in one of the world’s most influential maritime markets while reinforcing IBIA’s role as a global platform for the bunkering industry.

Elena Wilson
Marketing & Business Development Lead
elena.wilson@ibia.net