Automation vs. Human Touch

While humans remain the most vital asset in our industry, it is imperative to equip them with the tools they need to remain successful and efficient. Scarbrough CEO Adam Hill often says that AI and automation are simply “another tool in the toolkit” for logistics providers to leverage. When used properly, they can be powerful tools, but can never replace the human touch.

Across the industry, technology is helping humans work smarter and faster, but the need for human expertise will always remain essential. The best examples of blending technology and humans generally involve using robotics or AI to automate repetitive tasks and allow the humans to focus on enhanced customer service or solving potential problems that may arise.

Warehouses are a prime example of this cooperative augmentation. Many warehouse now employ robotics and autonomous vehicles to handle repetitive tasks, freeing up humans to handle more complex orders or proactively work on other challenges before they can become real problems or delays.

For example, operations that fulfill the same orders or follow fixed routes can delegate those tasks autonomous vehicles, freeing humans to handle custom or multi-step processes. Collaboration like this increases efficiency without eliminating jobs. In fact, in some cases, this could lead to more job opportunities for tech-focused employees to oversee that side of the job.

Customs brokers and freight forwarders can reap similar benefits from AI augmenting their roles. Ai-assisted data entry saves countless hours on repetitive tasks and reduces the risk of human error. Automating paperwork further enhances productivity while preserving the personal touch that defines great service. Tasks like this that may seem small can add up over the course of a year and allow brokers and forwarders to devote more attention to client satisfaction. And just like robotics in a warehouse, when issues arise, human judgement remains indispensable.

But this integration isn’t without its detractors. Many workers still fear that automation will replace human jobs. Recent contract negotiations between the International Longshoremen’s Association (ILA) and United States Maritime Alliance (USMX) highlight this ongoing battle. Aside from wages, the biggest sticking point was a disagreement over verbiage surrounding automation: the ILA opposed language that could allow for certain task automation they deem would replace union jobs, while the USMX argued that technology would enhance, not erase, human work.

The key for employers is finding the right balance of technology implementation. Keeping employee satisfaction high while providing technological tools to allow them to do their jobs at the highest level is what separates the top logistics companies from the rest of the pack.