Earlier this year, I had the opportunity to take part in JumpStart 2025, hosted by SMC³ in Atlanta. It brought together an impressive cross-section of professionals from the logistics and supply chain world—shippers, carriers, 3PLs, and tech innovators—all under one roof. The conversations were rich, and the takeaways were many, but a few themes really stood out to me as signals of where the industry is heading.
AI & Automation: Not Just Buzzwords Anymore
Artificial intelligence is no longer a “someday” technology. It’s already making a real impact across the logistics ecosystem. One of the standout moments for me was the keynote from Zack Kass, former Go-To-Market lead at OpenAI. He painted a compelling picture of how AI is evolving from hype into utility—and doing so fast.
But what struck me most was the underlying message: AI isn’t here to replace people, it’s here to support them. Organizations are using automation to eliminate repetitive work, allowing teams to redirect their efforts toward higher-value tasks. From extracting structured data out of messy email threads to enhancing operational efficiency, AI is helping companies handle the complexity of modern supply chains with more agility.
Internal AI Use Is Growing—And Fast
While AI-powered customer support isn’t new, what’s changing is how companies are deploying AI behind the scenes. Some are accelerating new hire ramp-up by analyzing historical sales interactions; others are using machine learning to optimize delivery routes or forecast demand with greater accuracy.
These aren’t static tools—they’re systems that learn over time. And that’s a big deal for an industry where margins are tight and service levels matter.
For 3PLs, Technology Isn’t Enough
Another recurring insight? Clients of 3PLs aren’t just looking for tech solutions—they’re expecting strategic partnership. With transport management systems becoming table stakes, differentiation now comes from the ability to offer consultative value.
Shippers want someone who can not only manage execution but also help them think critically about how to improve it.
The 3PL–Carrier Relationship Is Evolving
Historically, the relationship between 3PLs and carriers has had its share of tension. But today, collaboration is becoming the norm. One stat that stuck with me: 3PLs now account for nearly one-third of some carriers’ booking volumes. That level of integration reflects how much the dynamic has shifted—from transactional to strategic.
Shippers Still Value the Fundamentals
Despite the tech-heavy focus of many discussions, it was refreshing to hear that the core priorities for shippers remain unchanged: reliability and on-time delivery. Flashy features and smart tools are great, but if shipments don’t arrive when and where they’re supposed to, the rest doesn’t matter.
Process First, Tech Second
One of the best pieces of advice I heard during the event was simple but powerful: don’t automate chaos. Several speakers emphasized that tech should be layered onto solid, well-understood processes. Otherwise, you risk magnifying inefficiencies rather than solving them. It was a good reminder that digital transformation needs to be intentional—not reactive.
LTL Is Digitizing—But Slowly
The Less Than Truckload (LTL) segment is gradually embracing digitalization, but there’s still work to do. One carrier shared that only about a third of their Bill of Lading (BOL) documents come in digitally. That gap creates friction, delays, and avoidable costs—but also opportunities for those ready to modernize.
Final Thoughts
JumpStart 2025 offered a timely look at the forces reshaping logistics. From AI-driven innovation to the evolving expectations of shippers and the maturing role of 3PLs, it’s clear that change is accelerating—and those who lean into it will lead the way.
For logistics professionals trying to stay competitive, events like this aren’t just interesting—they’re essential. They provide a space to reflect, to exchange ideas, and to understand how technology and strategy must evolve together.
