New technologies such as artificial intelligence (AI) in logistics and supply chain in Mexico allow for greater control in operations, security and more efficiency, agreed industry specialists.

Miguel Ángel Rodríguez, regional manager of Transportation at Grupo Bimbo , considered the use of AI to be fundamental, as it is a new way of working and managing.

“AI won’t take your job, but someone who knows how to use artificial intelligence can put your job at risk. The best players are those who understand the rules of the business, the operational rules, and they are the ones who encourage you to use these kinds of tools for the benefit of the organization,” he emphasized.

During the panel “Leveraging technology towards efficiency in logistics operations”, held by the National Council of Executives in Logistics and Supply Chain (ConaLog) , he commented that the company has registered more than 115 million pesos (mdp) in savings in the last three years , derived from the implementation of various technological tools.

“That’s what technology has helped us with, especially in driver safety and improving customer service levels. It starts with safety (the implementation of technologies), but one effect is profitability, optimizations, and monetary gains. Initially, it was about monitoring and reviewing, ensuring the safety of our drivers by observing their driving habits and focusing on safety and security . One effect of this is preventing costs, theft, or accidents,” he explained.

In 2025 alone, the company recorded seven thefts of units, while so far this year, two have been recovered, he recalled.

“For us, given the country’s road network and socio-demographic characteristics, technology is essential in cases of roadblocks or robberies; we plan our routes or detours, seeking the best alternative to ensure we can reach our customers and return the next day to sell,” he explained.

Carlos González, CIO of TDR Transportes , explained that for the company, technology is not a tool isolated from operators and administrators. “What we have implemented is a comprehensive ecosystem , an orchestrator where we centralize all the information from the entire cycle to improve operational control, support our operators, and enhance the customer experience.” He specified that these tools have allowed them to take positive actions in their operations.

Erik Markeset, CEO of Tsol , explained that there are three groups of AI: machine learning , which is the system that deduces patterns; generative AI , which allows human-like interaction and can generate code or speech; and agentic AI , which is assigned certain tasks simulating a human being.

He explained that an example of agentic AI is the interaction via WhatsApp with an operations manager of a transport company who receives a large number of messages asking about the status of a customer’s shipment, where the use of telemetry allows knowing data such as the location of the unit without human intervention.

Alejandro Pineda, Director of Logistics Solutions at RECSOLOG , explained that technology is a tool that advances every day, and those who “don’t embrace it risk getting lost along the way. The main challenge is making the right decisions and empowering our clients.”

He mentioned that AI has provided them with support in the area of ​​analytics, in inventory control , “it does it in a matter of seconds, it gives predictive models, it tells us which products are selling, expiration dates, and it helps us to be more accurate in the data we give to users.”

According to the consulting firm IDC , business spending in Mexico on AI will climb to 110,535 million pesos in 2028, reflecting one of the fastest growth rates within the country’s technology ecosystem.

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Artificial intelligence (AI) is moving beyond being a promise and becoming an indispensable tool in logistics . In an environment where speed, accuracy, and operational visibility make all the difference, freight forwarders face the challenge of accelerating their digital transformation or risking their competitiveness.

During the webinar “The shift of technology and AI in the operation of the freight agent in Mexico” , organized by the Mexican Association of Freight Agents (Amacarga) , specialists agreed that artificial intelligence and digitalization no longer represent a competitive advantage, but a requirement to maintain competitiveness in an expanding logistics market.

Adriel Mateos, founder and CEO of AMR Consulting , highlighted that the global freight market maintains favorable prospects, with estimated growth of approximately 4.8% between 2025 and 2030 , driven by the strengthening of international trade and Mexico’s strategic position. However, he cautioned that this scenario also demands a faster pace of technological transformation for companies.

One of the key findings presented was that the adoption of artificial intelligence and advanced automation in the Mexican logistics sector hovers around 45%, a percentage that still lags behind regions such as the United States, Europe, and Asia-Pacific . For the panelists, this gap represents both an opportunity and an urgent call to accelerate the digitalization of freight forwarders.

From digitizing documents to automating decisions

During the session, César Hernández, VP Operations Success at Tsol , explained that for years the industry has focused its efforts on digitizing processes through ERP, TMS and WMS systems ; however, he clarified that AI represents a new level of evolution.

“The real transformation happens when the entire operation is connected and information flows in real time,” he stressed.

He added that AI allows for anticipating delays, automating notifications, analyzing risks, and improving decision-making, provided that organizations feed these tools with reliable and up-to-date information.

He also warned that using technological systems does not mean that a company is fully digitized , since many organizations continue to rely on spreadsheets to generate reports and track their indicators.

From an operational perspective, Griselda Padilla Ruiz, founder and CEO of Trade the World, explained that automation directly impacts the profitability of freight forwarders.

He indicated that digitizing processes reduces data entry errors, speeds up quotes, facilitates document control, and improves the tracking of each shipment, which translates into lower costs for delays, storage, and reprocessing.

Furthermore, he pointed out that having systematized processes allows for a faster response to customers and the provision of strategic information , such as average transit times or historical operations, strengthening the user experience and the commercial capacity of companies.

The executive shared that, according to World Bank data , inefficiencies in administrative processes can increase dispatch times by up to 15%, while various studies show that freight forwarders spend between 30% and 40% of their workday on documentary tasks that could be automated.

Technological investment must be comprehensive

Another key message of the webinar was that investing in technology goes far beyond acquiring software or incorporating artificial intelligence tools.

César Hernández estimated that companies typically allocate between 3% and 7% of their annual revenue to technological development , resources that must include operating systems, process automation, integrations with clients and suppliers, digital infrastructure and cybersecurity.

He specified that AI should be understood as a complementary tool that enhances the experience of the staff , but that it requires a solid technological strategy to generate results.

Participants also discussed the risks associated with the use of artificial intelligence platforms.

Hernández emphasized that, as digitization increases, information becomes one of the most valuable assets for organizations, and therefore recommended strengthening security protocols, access controls, protection infrastructure, and data management policies.

In that regard, he stated that digital transformation must advance hand in hand with cybersecurity strategies that allow for the protection of both internal operations and the information of clients and business partners.

Experts agreed that logistics is at a turning point .

With a growing market and increasingly digitized competition, they pointed out that the challenge for Mexican freight forwarders is not deciding whether to adopt artificial intelligence, but how quickly they will be able to integrate it into their operations to remain competitive.

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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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Tsol , a technology solutions company for logistics, announced that it has signed an agreement with the Mexican Association of Shipping Agents (Amanac) to transform information management in the sector through the integration of platforms to digitize processes.

According to Tsol, this strategic alliance is to develop an innovative interface that connects the Magaya system , a technology platform especially for shippers, with Amanac services, which will allow the electronic transmission of the cargo manifest in an efficient and secure manner , representing a significant advance for freight forwarders and shipping agents in Mexico.

Erik Markeset, CEO of Tsol, explained in an interview with T21 that this interface aims, on the one hand, to reduce time and errors, and, on the other, to integrate processes , since it allows any system that companies have to be connected to the Amanac server.

He also highlighted that Miguel Ángel Hernández Pérez , from Tsol, was the one who identified the need for a solution that could be integrated, facilitating the transmission of cargo manifests through Amanac, and some processes that were previously done manually through a robust interface that adapts to the specific needs of the sector.

Erik Markeset highlighted that the implementation of this interface not only improves the operational efficiency of freight forwarders and shippers , but also represents a step towards the digitalization of the logistics sector in Mexico , especially because for the country to be competitive, there must be fluidity in administrative processes.

“The idea is to integrate all the departments of a company and not have different systems for different systems. This allows for more efficient processes in Mexico, which is important because we are an importing and exporting country. The more efficient and reliable our processes are, the more we are streamlining foreign trade and promoting Mexico in its role as a key piece in the supply chain in North America,” said Markeset.

For his part, Miguel Ángel Andrade Gómez , general director of Amanac, highlighted the importance of this initiative in the context of the modernization and digitalization of logistics processes.

“With this alliance, we can move forward with the systematization of transmission, which represents a great step forward in the collaboration we have generated,” he said.

Tsol said that with the interface already in operation, expectations are high, and it is hoped that the tool will be quickly adopted by freight forwarders and shippers operating in Mexico, benefiting from the reduction in processing times and the improvement in the accuracy of the data transmitted.

In addition, Markeset assured this media that they will continue to seek synergies with customs and associations to generate these solutions, so next year they will launch another interface for customs processes in the declaration of taxes and merchandise.

(Main and secondary photo: Miguel Ángel Andrade and Erik Markeset)

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In recent years, the logistics industry in Mexico has experienced significant growth due to various factors such as increased consumption, nearshoring, and the growing demand for e-commerce. This necessitates companies to adopt new technologies to remain competitive globally.

Automation offers various benefits such as operational efficiency in warehouses and distribution centers, cost optimization, scalability, and increased accuracy. However, its adoption remains in its early stages in Mexico and Latin America.

The initial investment can be prohibitive for small and medium-sized enterprises, and there is a critical need to train the existing workforce in the use and maintenance of these new technologies.

Erik Markeset, CEO of Tsol, pointed out that while some companies seek technology to optimize labor costs, unlike in other countries where labor is expensive, this objective is not yet viable in Mexico.

“In countries where labor is expensive, justifying these investments in Mexico can be difficult, but it depends on the objective. If the goal is to reduce labor costs, it may be challenging, but if the goal is to have more precision in certain operations, that could justify it,” he said in an interview.

Technological advancements are benefiting operations in terms of precision. Markeset mentioned that companies like Gather are developing drones that take inventory photos and process them with artificial intelligence, simulating the human eye. This could be a viable option in Mexico.

He also emphasized the importance of companies identifying their needs and seeking guidance from experts who can recommend solutions for their operations.

“All of this is very complex, and it’s easy to make mistakes in acquiring these tools, underscoring the importance of expert advice in this area. There is a need for experts to understand both the problem and the variety of solutions,” he said.

Furthermore, Markeset noted that labor is still cheap in Mexico compared to the investment in technology needed to reduce that cost. However, at this rate, that balance could level out in a short time.

“Technology is becoming cheaper, and with the increasing labor inflation in Mexico, the minimum wage has been increasing. At some point, we will reach a point where we are talking about the goodness of automation,” he said.

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