In a groundbreaking initiative, scientists in India have introduced the Hilsa Fishery Advisory Service, an AI-powered system designed to help fishers locate hilsa shoals in the Bay of Bengal. Developed by the Indian National Centre for Ocean Information Services (INCOIS) under the Ministry of Earth Sciences, this system employs a machine learning model known as XGBoost to analyze historical data from 2012 to 2016, complemented by more recent data from 2021 to 2023. The model decodes complex environmental signals, including water temperature and salinity, to create digital maps that indicate hilsa-rich zones, aiming to improve catch efficiency while adhering to sustainability measures such as seasonal fishing bans and coastal buffer zones. However, local fishers express skepticism regarding the implications of using AI, fearing it may lead to overfishing and disrupt ecological balance. To combat this, researchers are conducting training programs to educate small-scale fishers about the advisory system and its mobile applications. As outreach efforts continue, the project highlights the tension between technological advancement and sustainable fishing practices.