North Atlantic mackerel has a reputation for being one of the hardest species to track, but a new artificial intelligence prediction tool from Icelandic AI company GreenFish is showing that with its technology, even the most irregular stocks can be predicted with great accuracy.
GreenFish’s AI model draws on decades of satellite and fishing data, driven by one of the world’s most powerful supercomputers. The result is an eight-day forecast of the most promising fishing locations that automatically adjusts as ocean conditions change.
The company started with mackerel with the understanding that it’s one of the most difficult species to predict, confident that if its technology could work in that sector, it could work anywhere.
“GreenFish technology is now being used by fishing companies across the globe, delivering predictions for a variety of species in oceans worldwide,” GreenFish CEO Sveinn Sigurður Jóhannesson told WF.
Tangible gains for operators
The model was first tested in the 2024 mackerel season. GreenFish then officially launched it in 2025, quickly achieving very strong results. Indeed, data from the Icelandic Fisheries Agency showed that GreenFish users were able to complete their quotas faster than their competitors. Furthermore, among the companies with quotas above 5,000 tonnes, those using GreenFish secured all the top five positions in catch efficiency rankings.
Building on this success, GreenFish is preparing to launch its commercial product for herring, followed by blue whiting and capelin for the North Atlantic fleet. Meanwhile, the company’s most popular offering continues to be GreenFish Tailored, a customised service that delivers exclusive predictions for clients in their specific fishing zones, whether targeting tuna, pelagic or demersal species. These forecasts not only identify catch locations but also predict fish size, quality and potential bycatch.
“With GreenFish Tailored, companies gain exclusive predictions for their fishing zones, insights that give them a competitive advantage,” Jóhannesson said.
According to Greenfish, by leveraging these predictions, operators can reduce search time, fuel use, and carbon emissions while improving quota fulfilment and catch quality. The result, it said, is greater value creation at a lower overall cost.
International traction, local roots
GreenFish’s approach has attracted global interest. It also received the International Seafood Innovation Award 2025 in Norway as well as the Icelandic Fisheries Award in the category “Efficiency in Fisheries”. Strong engagement at the Global Seafood Expo in Barcelona has also opened doors to new markets, with customers now spanning Europe, the Americas, Africa and Asia.
“Artificial intelligence is coming to the fishing industry, just as it has in many other sectors, bringing great value. AI is not a passing trend; it will only continue to advance. Companies in the fishing industry that recognise this shift and adapt will gain a competitive edge,” Jóhannesson said.
With its headquarters in Iceland and an office in Copenhagen, the company comprises a diverse team of experts, ranging from AI to space engineering specialists – all focused on helping meet the rising demands of the fishing sector.
