Balancing Tech, Human Touch for Efficient Operations: GlobalTranz

Q: As part of the WWEX Group family, how does GlobalTranz differentiate itself from competitors in the logistics sector?

A: Two key factors set us apart. First, we have a deep understanding of the markets we serve, recognizing the distinct dynamics of Mexico and the United States. Each country operates differently, and we adapt accordingly to meet their specific needs.

For example, our personalized, 24/7 service is truly available at any time. Whenever a situation arises, whether it is an urgent request or an unforeseen issue, our team is ready to respond and resolve it immediately. Our flat organizational structure allows us to make quick decisions, ensuring that any matter requiring escalation reaches me, as the CEO, without unnecessary delays.

In Mexico, this flexibility and high-touch service are key differentiators. Meanwhile, we align closely with market trends like technology-driven solutions in the United States. The challenges in each country vary, including differences in incident response and crime rates. However, regardless of location, we are committed to always providing rapid and effective support, particularly for critical situations that may arise overnight.

Another factor that sets us apart is our expedited freight service. While we do not heavily promote this, our capabilities in this area are exceptional. This is largely due to our highly skilled operations and customer service teams. Unlike companies that rely solely on automated notifications, we provide proactive, human-led support. Our approach has earned us a strong position in the market, as customers often require real-time answers that automated systems cannot provide. While we have the technology to automate processes, personal interaction remains a key differentiator.

Q: How does your proprietary Transportation Management System (TMS) enhance supply chain visibility and efficiency for customers?

A: Our TMS is a powerful and intuitive tool, designed to be easily used by our operations team. It simplifies daily operations while integrating Business Intelligence (BI) tools, providing a real-time dashboard that keeps us fully connected and informed. This system allows us to track operational and financial performance in real time, enabling us to make data-driven decisions.

Additionally, our TMS enhances customer-focused planning. By analyzing demand trends, we can anticipate and meet customer needs, whether for land, multimodal, air, or sea transportation. Our system helps us forecast demand, but what truly makes us efficient is the combination of technology and human expertise. Our operations team validates system-generated insights with their deep understanding of each customer’s business, ensuring we align transportation planning with production schedules and logistics requirements.

This proactive approach helps us optimize equipment availability, ensuring efficient and predictable capacity allocation. By collaborating closely with customers, we can secure the necessary transport resources to meet their specific needs, whether for domestic shipments or exports.

Q: What are your perspectives on implementing Machine Learning (ML) and Artificial Intelligence (AI) in logistics operations and decision-making processes?

A: Companies should be very careful when selecting data, as not all data is reliable or useful. In recent years, unreliable information has become a challenge, especially when combining pandemic-era data with post-pandemic trends. These data sets lead to unpredictable, complex patterns. Additionally, our company, like many others, has undergone mergers and acquisitions, such as GlobalTranz becoming part of Worldwide Express Group. This merger changed how data is generated and interpreted, particularly with the integration of SalesForce data.

ML and artificial intelligence AI rely on organizational data, but recent changes, like expanding from land-based operations to air and maritime services in Mexico, make historical data unreliable for predictions. We are focused on building a solid data model that ensures the effective use of predictive tools. Unlike older companies with established data, we have grown our business rapidly, doubling it in two years. Predictive models based on this growth may not accurately reflect future performance, as growth trends can stabilize.

We are using ML for better forecasting, but we focus on closely monitoring data monthly and interacting with customers to gain accurate insights. We are cautious in adopting technology, ensuring it aligns with our understanding of data. For instance, geopolitical factors, like potential US tariffs on aluminum and steel, add further uncertainty to projections.

Q: How can companies better evaluate the implementation of ML and AI into their operations? 

A: The people who sell these systems will always try to convince you that everything is adjustable, possible, and manageable. I am truly amazed by the advancements in technology and enjoy them a lot. I am an AI user, and I try to take advantage of what is available today, but only when I know it will bring me benefits.

There are many rules to follow when using AI wisely. For example, on social media platforms like WhatsApp, the information provided is often sourced from databases that may not be reliable. If the only data the system finds comes from an unreliable source, it will retrieve and interpret it as part of its dataset.

In this sense, we must be very cautious. When using artificial intelligence, it is important to have some understanding of the information it provides and be able to assess its accuracy. If you must verify the research that AI has already done for you, it shows that there is still a level of distrust. Translating this to predictive models for transportation requirements, AI could generate signals that are not accurate.

There is also the issue of AI not being yet capable of evaluating simple things, like whether a pallet is well or poorly assembled. It cannot determine if the cubic measurement it suggests is feasible, especially if someone in a warehouse decided to build the pallet differently. These types of details are still difficult for AI to assess. AI provides an approximation, but it is still far from delivering results with a degree of error small enough to fully trust it. I do not doubt that we will get there eventually, as the pace of development is impressive. However, we must be cautious when applying these models and acquiring this technology.

When you buy a technology with certain capabilities, you often find, as with many systems in the past, like TMS or ERPs, that you end up constantly patching or adjusting the system. The system might not provide the capabilities you need or be adaptable enough for long-term use. It is important to be cautious.

Q: What impact are geopolitical tensions and tariffs having on the Mexican market and its businesses?

A: Geopolitical tensions are creating challenges for clients in the Mexican market. When economic issues are framed as geopolitical, the impact falls on consumers, affecting jobs, living standards, and operation costs.

Tariffs can influence exchange rates and raise prices in Mexico and the United States. If large retailers maintain prices, smaller businesses face pressure, but if costs are passed to consumers pushing inflation upwards.

While the United States may justify tariffs under domestic emergencies, they conflict with trade obligations with Mexico and Canada under the USMCA. Legal disputes take time, increasing uncertainty. Some companies are considering leaving Mexico, while others expect the situation to resolve before shifting operations to the United States.

Q: What are GlobalTranz’s top priorities, and how do they align with your clients' needs?

A: Nearshoring presents significant opportunities, as Mexico recently became the United States’ top trading partner. To maintain this position, businesses, the government, and society must adopt a new mindset and collaborate across the supply chain to manage costs effectively and support sustainable growth.

GlobalTranz’s top priorities focus on expanding market presence, adopting technology efficiently, and maintaining long-term client relationships. The strategy is to win more business by creating new opportunities and attracting clients through an empathetic and adaptive approach that meets their evolving needs. This involves providing solutions that respond to clients’ day-to-day realities while remaining bold and disruptive to stay competitive.

A key priority is understanding which markets and products are affected or benefit from current conditions. This analysis helps target opportunities precisely while fostering long-term relationships based on service quality rather than competing solely on price. Lowering prices often affects service quality, so the focus is on clients who value efficiency and well-designed solutions.

While the company is primarily focused on the automotive sector, expanding into other industries sounds attractive to us. The high standards of the automotive sector provide the capabilities to meet new market demands by adapting to different client needs. Talent management also remains essential. Rather than reducing staff, we evaluate investing in better solutions to enhance business dynamics and position the company as a reliable, long-term human-driven service provider.

Technology adoption prioritizes speed and reliability. Long, complex implementation processes are no longer practical, so the company focuses on integrating quick-to-deploy, plug-and-play technologies to remain agile and responsive to changing market demands.

GlobalTranz is a full-service, technology-driven third-party logistics provider. As part of the WWEX Group family of brands, it specializes in a wide array of services, including parcel, LTL, truckload and managed transportation solutions for businesses of all sizes across all industries.