A Big Bet on Cleaning Ships at Sea

When Matan joined NakAI Robotics as product lead, the mission sounded like science fiction: robots that could clean ship hulls while vessels were moving. The logic was elegant—biofouling, that thin layer of marine growth on hulls, drags down efficiency and can inflate fuel use by up to 25%. If ships could stay clean in motion, emissions would drop without pausing operations.

The timing was promising. The IMO’s new Carbon Intensity Indicator was forcing operators to act, and port regulators from California to Sydney were tightening the rules. The idea had all the right ingredients—climate impact, clear need, and daring innovation.

NakAI’s engineers took inspiration from the ocean itself. Like remoras that cling to whales and keep them clean, these robots would roam the hull surface, quietly performing maintenance as ships crossed the sea. It was an ambitious metaphor—and a daunting technical challenge.

Discovery Revealed a Pivot

Early discovery looked encouraging. Customers liked the “clean anywhere” proposition, especially since open waters meant fewer port restrictions. The first prototypes worked on stationary ships, so confidence was high.

Then reality arrived with saltwater force. Simulations couldn’t replicate true sea conditions. At-sea tests risked losing entire prototypes to the depths. With a pilot deadline looming three months away, the pressure was relentless.

Inside the team, Matan faced a question no one wanted to ask: was in-transit cleaning actually worth it? The Product Model became his compass again, reminding him that product leadership isn’t about protecting ideas—it’s about learning when to step back and listen to what the world is telling you.

The Pivot

The moment of clarity came unexpectedly, at a maritime technology conference. Over coffee, a prospective customer offered a simple truth:

“In-transit cleaning sounds great, but we’d be thrilled with something that works in port—something we can deploy easily.”

It was a small comment with big implications. Predictability mattered more than motion. The real value wasn’t “while sailing”—it was “without disruption.”

Reframing the problem opened a new opportunity. Matan mapped it out using a policy-to-product lens:

• Policy: Each port has strict biofouling rules—capturing debris wasn’t optional.
• Performance: Reliable cleaning and regulatory compliance came first.
• Profit: The same Robotics-as-a-Service model applied, now grounded in port partnerships.
• Product: Redesign the robot to work stationary, with removable capture compartments.

The dream of autonomous, in-transit cleaning wasn’t over—it was simply postponed in favor of something that could ship sooner.

Rebuilding with Urgency and Precision

The moment of clarity came unexpectedly, at a maritime technology conference. Over coffee, a prospective customer offered a simple truth:

“In-transit cleaning sounds great, but we’d be thrilled with something that works in port—something we can deploy easily.”

It was a small comment with big implications. Predictability mattered more than motion. The real value wasn’t “while sailing”—it was “without disruption.”

Reframing the problem opened a new opportunity. Matan mapped it out using a policy-to-product lens:

• Policy: Each port has strict biofouling rules—capturing debris wasn’t optional.
• Performance: Reliable cleaning and regulatory compliance came first.
• Profit: The same Robotics-as-a-Service model applied, now grounded in port partnerships.
• Product: Redesign the robot to work stationary, with removable capture compartments.

The dream of autonomous, in-transit cleaning wasn’t over—it was simply postponed in favor of something that could ship sooner.

The Real Work of Product Leaders

Looking back, Matan doesn’t see the pivot as a compromise—it was stewardship. He didn’t abandon the dream of in-transit cleaning; he simply realized the product had to earn its way there.

His job was to absorb complexity, filter out noise, and make a call when no one else could. The Product Model guided that journey—not by giving answers, but by surfacing the right questions.

NakAI’s robots now operate in ports around the world. They capture biofouling, cut emissions, and prove that climate innovation doesn’t always roar onto the scene. Sometimes it arrives like a tide—quietly, persistently, reshaping what’s possible when leaders have the courage to pivot.