When AI Goes Wrong: 3 Lessons for Logistics and Supply Chain Management

Not long ago, as I was learning about how artificial intelligence (AI) is being implemented in the logistics industry, I came across a story that caught my attention—and gave me a good laugh as well. A company called DPD introduced an AI chatbot to improve customer service. But after a system update, the chatbot went rogue. It started swearing at customers and even writing angry poems about the company! While it sounds like something out of a comedy sketch, this incident teaches an invaluable lesson: rushing into new AI tools without preparation can have serious consequences.

3 Lessons to Be Learned About AI in Logistics

The logistics and supply chain industry is buzzing with talk of artificial intelligence revolutionizing operations, predicting delivery times, and optimizing routes. And yes, these are exciting developments. But DPD’s experience teaches us three important lessons:

1. Adopting AI isn’t just about the benefits—evaluate the risks. AI technology offers incredible advantages, but poorly implemented systems can create more problems than they solve. A balanced approach is essential.
2. Trust is everything, in logistics and in life. If AI tools fail, it doesn’t just inconvenience clients—it damages the relationships we’ve worked hard to build. For companies like ours, where client loyalty is our gold medal, we can’t afford to take that trust for granted.
3. Safeguards are key to responsible AI adoption. To avoid the pitfalls of AI failures, we must ensure that the tools we use are governed by clear safeguards. This includes regular audits, ethical guidelines, and compliance with evolving standards in AI governance. Taking these steps protects both our operations and the trust our clients place in us.

On the topic of trust, I’m reminded of the powerful words from one of the greatest sales professionals, Jeffrey Gitomer, in his book The Little Teal Book of Trust: “When trust begins to evaporate, the partnership becomes strained. And, depending on the violation, it may never get back to the same place that it once was. That’s how powerful trust is.”

This resonates deeply in the logistics and freight forwarding industry. It’s not just about implementing the latest tools; it’s about how those tools uphold our values and commitments to our customers.

A Takeaway to Move Forward

The logistics world is changing rapidly, and we’re ready to grow with it—but at our own pace. At LAC, we’re committed to combining the best of both worlds: smart technology and human expertise. Because no matter how powerful artificial intelligence becomes, trust remains at the core of what we do.

As we embrace innovation, let’s not forget the heart of our industry: people and partnerships. When we integrate technology thoughtfully, we enhance—not replace—the qualities that make us dependable.

How can we ensure that technology enhances, not replaces, our intelligence and the trust we build with our clients?