A recent insight brief from the Getting to Zero Coalition and the Global Maritime Forum highlights the importance of scalable zero-emission fuels like e-ammonia and e-methanol in achieving the shipping industry's 2040 decarbonization targets. The brief emphasizes the need to develop value chains for these fuels within the next decade to ensure commercial viability. Long-term cost modeling suggests that dual-fuel ships running on LNG and ammonia will be the most cost-competitive options until the mid-2030s, with ammonia taking the lead thereafter. The International Maritime Organisation's (IMO) new policy measures, including global fuel intensity targets and penalties for non-compliance, are seen as crucial drivers for the transition. The industry is urged to move towards scalable zero-emission fuels, particularly e-fuels based on green hydrogen, to reduce reliance on fossil fuels. Rewards for early adopters and penalties for non-compliance are expected to shape future investments. While some in the industry are prioritizing short-term cost optimizations, ordering dual-fuel vessels capable of running on e-fuels is deemed a strategic move for long-term decarbonization. The regulatory framework, with tiered fuel intensity targets for different compliance levels, is aimed at incentivizing the shift to zero-emission fuels. However, further adjustments are needed to ensure the competitiveness of e-fuels and spur investments in production facilities. The shipping sector recognizes the necessity of transitioning to sustainable fuels and acknowledges the importance of shaping regulations to drive the industry's decarbonization efforts.