Imagine a world where customers no longer endure long waits and uncertain logistics updates, and carrier partners no longer struggle with sourcing freight or navigating cumbersome processes. This vision is not a distant dream but the inevitable outcome of technological innovation creating a "frictionless" supply chain environment.
In today's fast-paced business landscape, escalating demands for speed, accuracy, and convenience present unprecedented challenges for shippers coordinating across multiple partners, geographies, and transportation modes. The critical questions of "Where is my shipment?" and "What's the next destination?" highlight how supply chain fragmentation creates severe information asymmetry, ultimately undermining shippers' ability to achieve end-to-end visibility.
For over two decades, Transportation Insight (TI) and Nolan Transportation Group (NTG) have worked to build a seamless, collaborative "frictionless environment" for clients and carrier partners. Over the past three years, they've invested heavily in developing the proprietary Beon™ Digital Logistics Platform, which now serves 14,000 shippers and 80,000 carriers as a single gateway to a mode-agnostic network offering port-to-terminal services.
In this exclusive interview, Brian Work, Chief Technology Officer of TI and NTG, discusses their 2024 priorities, visibility solutions for shippers, and the transformative role of artificial intelligence in logistics.
Strategic Focus for 2024
Q: From a technology perspective, what are TI and NTG's key initiatives this year?
A: After years building our technology stack around the Beon platform and key integrations, 2024 marks our shift toward full deployment and value extraction. Digital interventions primarily aim to automate tasks and reduce service costs. For instance, increased digital freight matching in the Beon Carrier App lets brokers spend less time locating trucks and more time engaging clients. This benefits carriers too—they gain access to platform freight for booking, execution, and payment. Ultimately, customers receive more reliable on-time deliveries.
We're also unlocking platform value through integrations with other logistics innovators. Rather than building everything internally, we've created an interoperable architecture that easily incorporates third-party applications. This lets us leverage others' emerging technology investments while accelerating operations.
Bridging Industry Gaps
Q: What transportation technology gaps persist in the industry?
A: Fragmentation and limited investment remain visibility barriers. Many U.S. transportation providers are small owner-operators unable to make significant tech investments. By creating solutions like truck-mounted tracking devices, we can integrate them into the freight economy in new ways. Visibility solutions can bridge this fragmentation, and as regulations increasingly mandate supply chain transparency, shippers will be the ultimate beneficiaries.
The AI Revolution in Logistics
Q: How is TI and NTG implementing AI?
A: Our data science team leverages decades of proprietary data to power dynamic pricing models in Beon Shipper and freight-matching algorithms in Beon Carrier. We apply AI for dynamic route optimization, helping carriers increase density. Natural language processing (NLP) and large language models (LLMs) now enable near-seamless voice/text interactions—critical when drivers can't type while operating vehicles.
Q: How do you use AI internally?
A: Generative AI like GitHub Copilot accelerates our software development, reducing feature deployment time by 20-30%. We're launching an internal Beon Copilot for our operating system that uses NLP/LLMs to interpret quote requests and assist brokers in formulating responses—while maintaining essential human relationships. Last year, 85% of freight in our 80,000-carrier network was matched digitally, demonstrating meaningful productivity gains.
The Generative AI Imperative
Q: What role does generative AI play in transportation technology?
A: Unlike slower-adopted technologies, generative AI is advancing too rapidly to ignore. Companies that delay adoption risk being left behind. Its impact will permeate our industry without question.
Q: How can companies start leveraging generative AI in supply chains?
A: First examine what you generate—for us, it's relationships, data, and communications. We apply generative AI to enhance customer interactions through data science, pricing algorithms, and matching systems. We also incorporate external innovations like cloud-hosted call systems with sentiment analysis to prioritize urgent customer issues.
Q: What should companies know about generative AI in supply chains?
A: While optimistic about its benefits, I offer caution: These powerful tools will grow even stronger. Newton's Third Law applies—as companies develop applications, bad actors create exploitation methods. Many AI developers focus on "happy path" use cases while underinvesting in safeguards. Rigorous testing and third-party security evaluations are essential when selecting AI partners.