Generation AI?

Generative AI, or Gen AI, refers to a type of artificial intelligence that can create new content. But I am hijacking the term. In the way that Gen Z, Gen X, and Gen Y refer to different generations of Americans, I’m redefining Gen AI as the generation who are conversant in artificial intelligence and applying it in their work.

The good thing about the Gen AI designation is that it is age independent. Anyone can play. And they should, especially in supply chain and logistics.

In 2025, the logistics sector is experiencing rapid transformation driven by new technology, as you will see in the Top 100 Supply Chain & Logistics Technology awards on page 48. Unlike previous improvements to AI, which were just vertical siloed version updates, AI now can be employed horizontally across almost every transportation, logistics, and supply chain operation today:

• AI is being used to forecast demand, optimize inventory, and predict potential disruptions.
• AI is automating various logistics processes, from warehouse operations to customer service.
• AI can predict demand to optimize inventory and minimize stock-out risk.
• AI-powered systems adjust delivery routes in real time, increasing efficiency and reducing costs.
• AI automates repetitive tasks, which can be made to self-run, such as shipment visibility across complex supply lines.
• AI makes difficult compliance challenges more manageable.

Most of the companies you’ll see on this year’s Top 100 list are applying AI to their WMS, TMS, predictive analytics, advanced planning and other solutions. Their investment provides a cascading—or rather a ripple—effect of efficiency as those AI-amped solutions scale across their customer base.

With the advent and expansion of low-code/no-code AI regimes, shippers are Gen AI-ers too, as the relatively low cost and easier integration enables AI applications in manufacturing, retail, and ecommerce to link up with their providers, causing a network effect of productivity gains.

For example, Best Buy is using AI to help its suppliers offset tariff cost increases. And Walmart has developed an AI Assistant to help its suppliers find alternative sources of tariff-impacted supply.

Will artificial intelligence live up to all the hype? I think so, especially as this generation of AI practitioners finds their stride.