AI in Logistics: How to Get Real ROI, Not Just Hype

The world of global trade is in constant flux, from shifting political landscapes to unexpected disruptions like drone attacks. In this dynamic environment, how can logistics professionals leverage AI to not just survive, but thrive? Adrian Smith, Co-Founder & CEO of Ripple, shares insights on navigating these challenges. Learn why bespoke AI solutions, tailored to your specific value stream, are crucial for achieving real ROI in customs, inventory, and supply chain management. Don’t fall for the “helicopter pizza delivery” – discover how intelligent AI deployment can truly reduce costs and drive business outcomes.

Freight technology firm Ripple is expanding a partnership with Dubai-based freight forwarder Pentagon Freight, combining global customs AI intelligence with bespoke AI software development to manage imports and exports for oil and gas companies operating near the Strait of Hormuz. The deal, announced by Ripple co-founder and CEO Adrian Smith on FreightWaves Today, reflects how geopolitical disruption is accelerating demand for real-time inventory visibility in contested trade corridors.

The core of Smith’s pitch is that most companies deploying AI are spending too much and getting too little because they reach for the most powerful — and most expensive — models regardless of the task. “If you’re ordering a pizza from your favorite pizza store, and when it comes to the delivery option, they say, oh, we can deliver this by helicopter for you,” Smith said, drawing a parallel to indiscriminate use of frontier AI models. “Was it needed? Most probably not.”

This story was originally published by FreightWaves. Read the full story at FreightWaves →