SAN PEDRO GARZA GARCÍA, NL – The border has become a reflection of logistical progress: visible, yes, but still fragmented, as evidenced by the first survey of the “Technology and Innovation in Logistics” panel, during the Transport and Logistics Meeting (ETYL) 2025, organized by T21, where the majority agreed on the same point: technology at border crossings remains insufficient .
That was the starting point for a conversation that went beyond bridges and sensors: a dialogue about how to break down the bureaucratic, cultural, and technological barriers that still hinder the digital transformation of transportation in Mexico.
For Juan Carlos Villa , Manager of International Trade and Border Transportation at the Texas A&M Transportation Institute , the problem lies not only in the infrastructure, but in the lack of technological integration between Mexico and the United States.
He explained that although there are more than 26 border crossings, only six account for 80% of cargo movement , which generates delays, high logistics costs, and a significant environmental impact.
“The inspection process is long and confusing; projects take up to 10 years to complete. That’s why technology is the most viable option,” he warned.
Among the solutions already being implemented, he highlighted the use of RFID, Bluetooth, computer vision, license plate readers (ALPR), and GPS data to measure crossing times and analyze flow patterns. These tools allow for calculating delays, congestion, and actual wait times, using historical and real-time information.
The goal, he said, is to build “smart border ports” that integrate artificial intelligence (AI) and shared databases, where information is useful to authorities, shippers, and planners alike.
“The approach must be binational. It’s not just about crossing the line, but about monitoring shipments from origin to destination, with clear metrics that indicate whether we’re truly improving,” Villa emphasized.
AI is no longer a promise
For his part, Omar Camacho , CEO of Motive , stated that AI-based technology has ceased to be a future promise and has become an immediate tool for security, productivity, and efficiency.
“We believe a world without accidents is possible,” he stated. He said the systems detect risky behavior and operator fatigue through computer vision and machine learning models .
Camacho explained that AI can identify complex signals, such as drowsiness or distraction, and that its integration not only protects the operator but also the company’s assets.
“Technology must be understood as a digital copilot, not as Big Brother,” he emphasized. “When operators understand that their well-being is at stake, it generates loyalty and prevention,” he stated.
The challenge is not technological, it is cultural
During this dialogue, sponsored by Motive and moderated by Erik Markeset , CEO of Tsol , the panelists agreed that the biggest obstacle to digital transformation in Mexico is not the lack of tools, but the resistance to change .
Villa observed that the country still has a culture of not sharing information , which limits collaborative projects.
“We struggle to open up. We want to receive data, but not give anything in return. Collaboration is what will make supply chains efficient,” he noted.
Added to this are structural factors: complex procedures, short-term vision, and institutional instability . Villa noted that every change of administration requires restarting technological projects from scratch.
That’s why he insisted that the Mexican government needs medium- and long-term planning , as well as clear rules for the adoption of border information systems.
Cheaper technology, more valuable data
The panel also agreed that technology costs are trending downward, but their true value depends on how data is used. “It’s getting cheaper to implement technology, but you have to know how to analyze the information,” Villa said.
Camacho added that the benefit should not be measured solely in cost reduction, but in competitiveness: “Technology is not adopted to save, but to survive.”
Among the most illustrative examples, Camacho mentioned how Artificial Intelligence could prevent tragedies such as the explosion of an LP gas pipeline in Iztapalapa , by detecting risk conditions, fatigue or excessive speed.
He also spoke about the use of digital traceability to combat fiscal huachicol, allowing verification of the origin, destination, and authenticity of hydrocarbon cargoes.
The conversation concluded with a thought-provoking reflection: technological success depends on balancing three factors: people , process, and technology.
Markeset noted that many implementations fail not because of the tool itself, but because of the teams’ lack of preparation and resistance to changing processes. “The T alone isn’t enough,” he warned. “If people aren’t ready or the processes aren’t aligned, the technology is pointless.”
He emphasized that, in any digital transformation, the key lies in human adaptation: projects are not stopped by systems, but by those who operate them.
“If people don’t want to or can’t adapt, the decision must be made: technology or people. Because those who don’t adopt technology will be left behind,” Markeset summed up, leaving a phrase that summed up the spirit of the panel.
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