AI Can Analyze the Data, but Humans Still Own the Outcome

Artificial intelligence (AI) is making waves in the trucking industry, promising faster compliance checks, deeper video analytics, and instant answers to complex regulatory questions. However, Rustin Keller, President and CEO of J. J. Keller & Associates, Inc., emphasizes that AI's growing presence hasn't altered who is ultimately accountable for outcomes when things go wrong.

"AI is going to accelerate business, not just in high tech places where it can be awe inspiring, but also in the back office," Keller said. "It gives employees the ability to quickly do analysis of a lot of data. It’s amazing." Keller stresses that speed and insight do not remove responsibility, stating, "At the end of the day, humans are still responsible for outcomes.

Humans still have to run the operation, site, or fleet safely. You’re responsible for incidents and the programs you implement to make things safer. When an incident occurs, you don’t get to say ‘AI is to blame.’”

Fleets today have access to a vast amount of operational data that would have been unimaginable a few years ago. While the value of this visibility is immense, it doesn't solve every problem. Keller notes that having footage of drivers, yards, warehouses, and all aspects of the operation, as well as more data on accidents and root causes, is a significant advancement.

However, the harder problem lies in knowing what to do next. "You still need to know what to do next," Keller said. "Getting better information is awesome, but now what?" AI can generate options, but it can't make the decision. "You still own it and you still have to decide what’s appropriate. AI can’t understand your team and your operation’s nuances. You have to take the next step forward."

J. J. Keller's identity as an advisory firm is a core part of its operations, dating back to its founding in 1953 by John J. "Jack" Keller. The company was initially a one-man consulting firm aimed at helping motor carriers navigate complex interstate trucking regulations. This advisory pedigree continues today, with the company hosting over 350 webcasts and seminars annually.

Despite the rise of AI, demand for direct human expertise remains strong. Keller attributes this to the industry's real adversary: complacency. Companies often decide that what they have is "just fine," but a growing awareness of pitfalls and legal cases is driving fleets to seek more information from experts.

While AI can summarize regulations and case law, it falls short when it comes to translating that information into actionable operational plans. Keller emphasizes that humans are still responsible for the ultimate outcome. Even as J. J. Keller builds its own AI capabilities, the company recognizes the limits of technology. "Our team is building AI tools, trained off of our own data," Keller said.

"But AI can only do so much. It’s making its best estimate. Ultimately, it's still up to our consultants to walk through real actionable steps." Keller advises evaluating AI tools based on whether their output can withstand scrutiny—can the tool defend the chosen approach or processes implemented? "It's good to get a synthesized assessment from AI," Keller said, "but you need specific advice and people with specific experience in the field."

In the realm of regulation, AI can be helpful in summarizing fast-moving rules and case law, but it cannot replace the need for human guidance in crafting operational plans. Keller stresses that humans remain ultimately responsible for safety and compliance.