Navigating the AI Revolution in Trucking: Key Takeaways from the TCA Webinar
The trucking industry is no stranger to transformation — but the AI revolution is hitting faster than most expected.
To help carriers stay ahead of the curve, the Truckload Carriers Association hosted a timely webinar on how artificial intelligence is reshaping trucking operations — from dispatch and planning to safety and executive strategy.
Daniel Powell, CEO of Optimal Dynamics, was joined by two operational leaders who are already putting AI to work on the ground:
- Deen Albert, VP of Operations at Grand Island Express
- Mark Scanlan, VP of Operations & Safety at D.M. Bowman
Together, they explored not just what AI can do, but how to implement it effectively, manage the change inside your organization, and track ROI where it matters most.
Here are the key takeaways from the conversation, including real-world use cases, rollout strategies, and leadership lessons for any carrier thinking about AI.
Why AI, Why Now?
AI isn’t just a buzzword — it’s a necessary response to a rapidly changing landscape. For trucking operations, the urgency to adapt is being driven by these four dynamics:
1. An Avalanche of Data
From TMS platforms and ELDs to IoT sensors and market feeds, carriers are generating more data than ever before. But without intelligent systems to process it, all that information becomes noise. AI is stepping in to make sense of it by surfacing patterns, identifying inefficiencies, and guiding better decisions in real time.
2. Sky-High Expectations
Customers now expect what used to be impossible: real-time updates, pinpoint precision, and flawless execution — all while costs stay low. Meeting those demands requires more than just human effort. It requires technology that can deliver speed, accuracy, and scale.
3. Pressures on the Bottom Line
As Deen Albert of Grand Island Express explained, the post-pandemic freight boom has leveled off, and carriers are now expected to do more with less. For Mark Scanlan at D.M. Bowman, it was a combination of weak rates and outdated systems that pushed their team to modernize.
4. The Competitive Mandate
Across the industry, peers are adopting advanced tools, refining processes, and gaining ground. Staying competitive means evolving, too — not just to keep pace, but to lead. Enterprise trucking companies that refuse to step into the future of advanced technology risk falling behind.
In short: The time for AI isn’t next year. It’s now.
What is AI (Really)?
Before diving into use cases, it’s worth clearing up the confusion: not all AI is created equal. When people hear “AI,” they often imagine sci-fi-level autonomy. But in trucking, AI shows up in more practical (and useful) ways.
Here’s a quick breakdown:
- Rule-Based Systems: Think of this as classic logic: If X happens, then do Y. It’s simple and structured, but rigid — and not truly intelligent.
- Machine Learning: This is where things get smarter. ML systems analyze patterns in data, learn from them, and adapt over time. They get better the more data they process.
- Deep Learning: The most advanced form of AI, capable of learning and improving with minimal human input. These systems can detect complex patterns and make decisions at scale, often faster and more accurately than a human could.
AI in trucking is a lot like the evolution of self-driving vehicles, ranging from basic driver assist (human-in-the-loop) to full autonomy. Most carriers today are somewhere in the middle of that journey, using AI to enhance human decisions, not replace them.
That’s why it’s critical to focus on AI that solves real operational problems, not just flashy tech for tech’s sake.
Curious where your company falls on the AI spectrum? Check out our article on the seven levels of AI, which serves as a practical guide to understanding where you are and where you could go.
Real-World Use Cases in Trucking
AI in trucking isn’t theoretical — it’s already driving measurable results across operations. Here’s how forward-thinking carriers are putting it to work:
Communications & Support
In communications and support, AI is helping teams move faster and reduce manual workloads. Chatbots are handling routine questions from drivers and customers, while AI-assisted appointment scheduling ensures accuracy and timeliness. These tools free up staff to focus on complex issues and improve responsiveness across the board.
Safety & Compliance
In safety and compliance, AI-powered dashcams and event recorders are making fleets smarter and safer. Instead of manually reviewing hours of footage, operations teams can rely on AI to surface the most important events — from harsh braking to potential collisions. These insights help fuel driver coaching programs, reduce incident rates, and shrink the time spent on compliance paperwork.
Load Planning & Network Operations
In load planning and network operations, solutions like Optimal Dynamics’ Decision Automation Platform are transforming how freight is moved. With AI-driven automation, carriers are handling up to 35% more volume with the same number of people, consolidating planning teams, and still seeing improved outcomes. With AI taking care of automating optimized driver-to-load planning decisions, human planners are free to focus on strategy, relationships and exceptions — the things humans do best.
Executive Strategy
At the executive level, AI is proving its value as a strategic asset. It helps leaders break down operational silos, monitor key performance indicators like deadhead percentage and revenue per planner shift, and build systems that scale efficiently. The ultimate payoff? Consistent, repeatable success that doesn’t require constant headcount growth.
Managing Change & Planning for ROI
Bringing AI into a trucking operation is a culture shift. And like any meaningful change, success starts with leadership.
As Mark Scanlan of D.M. Bowman put it, “We’re doing this for our people, not to them.” That mindset is critical. When leaders frame AI as a tool to support and elevate their teams, not replace them, it builds trust and opens the door to real transformation.
Internal champions play a huge role in that transformation. At Grand Island Express, one planner now manages the entire network — a powerful testament to what’s possible when the right people are empowered with the right tools. Building these advocates early creates momentum and encourages buy-in across the organization.
The rollout strategy matters, too, and there’s no one-size-fits-all approach. Grand Island Express opted for a fast rollout, backed by extensive preparation and clear communication. D.M. Bowman took a more deliberate path, testing the system in phases and adjusting along the way. Both approaches worked because they were tailored to the company’s culture and readiness.
One of the biggest shifts carriers are seeing is in role reconfiguration. Dispatchers are evolving into fleet managers. Customer service reps are stepping into higher-value roles. AI is freeing them up to do what humans do best: make judgment calls, solve complex problems, and build relationships.
And none of it works without a clear plan to measure success. Both Deen and Mark emphasized the importance of setting goals and tracking KPIs from the outset. For Grand Island Express, that meant focusing on customer service metrics and throughput. For D.M. Bowman, it was about reducing deadhead, improving load planning efficiency, and lowering safety incident rates.
The bottom line: don’t invest blindly. Define success on your terms, track the right metrics, and use those insights to continuously improve. That’s how AI delivers lasting ROI.
Final Takeaways: What Every Leader Should Remember
AI isn’t a magic wand — it’s a tool. And like any tool, its value depends on how well it solves real business problems. That was the core message from this webinar: use AI to drive operational outcomes, not headlines.
Every carrier is on a different journey. What worked for Grand Island Express may not be right for you — but learning from peers shortens the path and helps you avoid missteps. There’s power in shared knowledge, especially when the landscape is evolving this quickly.
Change is coming, whether we’re ready or not. Roles will shift. Teams will evolve. The job of a leader is to guide that change with clarity, empathy, and purpose.
Want to go deeper? Watch the full webinar, and contact us to join the enterprise trucking companies tapping into the power of AI-driven decision automation.
