AI’s buzz in trucking is justified: Trimble panel

During the Trimble Insight conference in San Diego, a panel discussed the potential benefits of artificial intelligence (AI) in the trucking industry. Lee Klaskow, a senior analyst for logistics at Bloomberg, stated that he has seen many technology hype cycles over his 20-year career, but AI appears to be the first technology worth the hype. The panel included Craig Fuller, CEO of FreightWaves, and Alex Formoso, executive vice president for procurement and supply chain at Polyglass U.S.A.

Klaskow highlighted AI's advantages, such as improving pickup notifications, determining optimal pickup times, enabling customer service, enhancing rate pricing, and optimizing routes. He cited C.H. Robinson as an example of a company experiencing increased revenue and profitability due to AI, while reducing headcount.

Brokers, Fuller argued, are more likely to adopt new technologies compared to asset-based carriers, as they are more willing to embrace changes and focus on improving efficiency. He noted that with regulatory pressure on broker margins, AI offers a way to increase profits by optimizing volume and workload.

However, caution was also expressed. Fuller shared an example of a board member who implemented AI with negative results, as drivers disliked the change. The key, Fuller suggested, is not to put AI between the most important resource and the person using it. Alex Formoso echoed this sentiment, stating that Polyglass often receives generic pitches from potential brokers, but is more receptive to those who demonstrate knowledge of their specific operations.

Fuller also mentioned the current freight market as the most interesting since deregulation, driven by increased regulatory pressure and oversight, creating a new framework for the industry.