Market View
Navigating the AI transformation journey: How global service providers are reimagining value creation
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Produced by:
Randima Krishnaratne
Global Programme Director at A.P. Moller - Maersk
About Randima Krishnaratne
Randima Krishnaratne is the Global Programme Director at A.P. Moller - Maersk, where she leads operations for one of the company's key global clients. With over 11 years of previous experience at Unilever Sri Lanka in various supply chain roles and additional leadership positions at Reckitt and MARS, Randima brings extensive expertise in global logistics and supply chain management. She is CSCP and CMILT certified and is recognised as an innovative international leader with strong strategic initiatives, execution excellence, and exceptional networking skills.
How is AI beginning to reshape relationships between global service providers and their enterprise clients?
AI is transforming relationships across multiple dimensions within the logistics industry. In warehousing operations, we've seen dramatic improvements where previously time-consuming processes can now be completed significantly faster. For example, inventory counts that once took 3-4 weeks can now be completed in half a day using drones and robotics. These drones efficiently navigate modern warehouse structures that typically rise seven to nine layers high, eliminating the need for manual counting at dangerous heights.
Beyond physical operations, we've implemented AI-powered chatbots that provide our enterprise clients with 24/7 access to information across multiple time zones. This is particularly valuable in logistics, which operates globally without pause. While we maintain the essential human element through face-to-face relationships, these tools enable our clients to access critical information from anywhere at any time, having evolved beyond handling just standard queries to addressing complex, detailed requests. The development process typically follows three progressive stages: educate, experiment, and execute. First, we build awareness of the client's specific requirements and determine how AI can enhance their journey. Next, we experiment through multiple iterations, acknowledging that failure is part of the process. Finally, once we've refined the solution, we implement it, though significant human interaction remains essential to ensure the AI operates effectively.
We've implemented AI-powered chatbots that provide our enterprise clients with 24/7 access to information across multiple time zones. This is particularly valuable in logistics, which operates globally without pause.
Where do you see the greatest potential for reimagining value creation through AI in logistics services?
The most significant value creation opportunity lies in reducing overall lead times from source to end consumer. As a logistics integrator, our focus is on improving the entire journey by identifying where we can trim timelines and reduce costs. When shipments move faster, the associated costs naturally decrease.
However, our highest priority is enhancing service reliability through AI. We've recently launched a new network called Gemini in alliance with Hapag-Lloyd, with remarkable results. Industry-wide shipping reliability typically hovers around 50-60%, reaching at most 75-80% under optimal conditions. Our Gemini network has achieved 94% reliability in its first two months—even while navigating challenges like European port strikes.
This dramatic improvement stems from incorporating AI-driven insights into our planning processes. We're moving away from purely human-based planning to leveraging technology across network planning, terminal operations, and platform integration. The enhanced reliability in predicting and managing shipment timelines creates tremendous value for our customers who depend on predictable supply chains.
What challenges have you encountered in maintaining service excellence across diverse markets while navigating global standardisation?
The greatest challenge comes from the inherent diversity of global markets—a solution that works perfectly in one region might actually create problems in another. We approach this by standardising tasks where possible, such as creating bookings in Maersk systems, while acknowledging that other elements require localisation.
For instance, countries have different road regulations affecting container weight limits. If your origin can accommodate 22-ton containers but your destination only permits 20 tons, this creates logistical complications. AI helps us navigate these variations by automatically identifying limitations and optimising container utilisation across different regions.
The human element presents another layer of complexity. Some of our clients operate in more than 100 countries, meaning we're navigating 100 different cultures and communication styles. Each person expects a customised response, which is challenging to deliver at scale. Additionally, in many regions, AI is still perceived as a potential job threat. Our challenge is twofold: using AI effectively to navigate regional differences while reassuring stakeholders that technology is there to enhance, not replace, human capabilities.
Historically, shipping line reliability averaged around 50-60%. With Gemini, we're seeing reliability rates of 94% in the first two months of operation—despite ongoing challenges like European port strikes.
We're finding AI creates new opportunities while making existing roles more effective and efficient. We're just at the beginning of this transformation, and the potential for further value creation is immense.
How has AI influenced your approach to orchestrating complex operations?
Even simple applications of AI have made remarkable differences in our operational efficiency. For example, we've implemented internal AI tools similar to co-pilot assistants that help our customer service agents craft professional communications, especially in high-pressure situations. This prevents emotionally charged responses that could damage client relationships while helping agents express ideas more clearly.
I've witnessed the dramatic improvement in communication quality from the same individuals over time. Their messages have become more refined, professional, and targeted, incorporating more quantifiable data rather than relying on gut feelings. This seemingly simple application has significantly enhanced our service delivery by ensuring consistent, professional communication across all touchpoints.
Furthermore, these tools have helped bridge cultural and language differences within our global operations. They enable team members to express themselves more effectively regardless of their native language, creating more cohesive communication throughout our organisation and with our clients.
Looking ahead, where do you see the relationship between technology, service delivery and value creation evolving?
The relationship is evolving positively, with AI dramatically accelerating value creation. Previously, evaluating potential projects required navigating numerous approval gates before implementation could begin. Today, AI delivers data-driven insights almost instantaneously, allowing us to make informed decisions in minutes rather than days.
For example, when exploring container utilisation improvements, we can now analyse optimisation possibilities in under a minute instead of spending days on manual calculations. This acceleration generates substantial cost reductions and efficiency gains throughout our operations.
We're also making significant strides with our Maersk Visibility Studio, which provides predictive analysis throughout the entire shipping journey. This allows us to anticipate potential disruptions—from local barge movements to international shipping lanes—and adjust accordingly. When events like port strikes occur, our systems immediately incorporate this information to recalculate expected arrival times and potential alternative routes.
While our industry has historically lagged behind others like banking or automotive in technological advancement, we're rapidly closing this gap. The 94% reliability we're achieving with our AI-enhanced networks demonstrates the tremendous progress we've made. Despite common concerns that AI will eliminate jobs, we're finding it creates new opportunities while making existing roles more effective and efficient. We're just at the beginning of this transformation, and the potential for further value creation is immense.
About A.P. Moller - Maersk
A.P. Moller - Maersk, celebrating its 120th anniversary in 2025, has evolved from a shipping line into a comprehensive logistics integrator offering ocean, air, and ground freight operations, warehousing, and e-commerce solutions across 130 countries. As the world's largest container shipping company, Maersk has positioned itself at the forefront of digital transformation and sustainability in the logistics industry, with ambitious goals to achieve net-zero carbon emissions by leveraging renewable energy sources while continuing to integrate and connect global trade.
About Enate
Enate is the leading SaaS solution for business services. Enate orchestrates work from start to finish, giving clients the visibility and control needed to deliver better services. From email management and data analysis to intelligent document processing, Enate also offers a host of touch-button AI features designed to slash the time spent on manual work. Trusted by global service teams, Enate ensures smooth, consistent operations that help clients perform at their best.