As e-commerce continues to grow, customer expectations for quick and transparent order fulfillment and delivery have never been higher. A recent study reveals that shippers and third-party logistics (3PL) providers are focusing on artificial intelligence (AI) and change management strategies to meet these evolving demands. The 2025 Third-Party Logistics Study indicates a clear alignment between shippers and 3PLs on the need for innovation to enhance customer satisfaction, moving beyond traditional models for maintaining competitive advantage.

Dr. C. John Langley, a professor of supply chain and information systems at Penn State University, led this annual study in collaboration with NTT Data and Penske Logistics. He highlights that while the relationships between shippers and 3PLs are generally successful, they face challenges from various factors including economic instability, geopolitical unrest, and shifts in supply chain service markets. Nevertheless, they are also leveraging change management strategies to increase efficiency through advanced technologies like AI.

One of the most compelling insights from the study is the consensus among shippers and 3PLs that AI can significantly enhance the speed and accuracy of fulfillment and delivery services. Interestingly, only about 10% of respondents perceive AI as a replacement for human intuition. The prevailing view is that AI will serve as a tool to process vast amounts of data and discern actionable insights, while human expertise remains crucial for effective decision-making within supply chains.

AI can analyze historical data, market trends, and external variables such as weather and consumer behavior. By incorporating this data, companies can better predict demand, optimize inventory, and improve fulfillment processes. The benefits of AI extend across several key areas in supply chain management:

1. Transportation and Route Optimization: AI algorithms can assess traffic patterns, weather conditions, and delivery constraints to streamline route planning. Enhanced routing not only reduces fuel consumption but also optimizes delivery times and minimizes costs. By utilizing AI for predictive rate analysis, shippers can identify the most cost-effective lanes for their shipments.

2. Order Management: AI-driven systems monitor inventory levels in real time, allowing businesses to forecast demand accurately and automate reordering processes. This capability reduces the likelihood of overstock or stockouts. Ramu Pannala, vice president of supply chain technology at Penske, notes that integrating point-of-sale data and other signals can result in optimal inventory management, streamlining backorder and reorder processes while minimizing manual errors.

3. Customer Service: The proactive nature of AI translates well into improved customer service. With better demand forecasting and real-time delivery tracking, companies can enhance customer satisfaction by meeting delivery expectations more effectively.

4. Supplier Management: AI assists businesses in identifying critical products, suppliers, and sourcing locations. By analyzing historical data, AI can foresee potential risks such as financial instability or natural disasters, enabling supply chain planners to prioritize shipments based on urgency.

The study also identifies trends surrounding AI deployment and change management strategies. Notably, 40% of shippers and 37% of 3PLs expect a strong return on investment from AI through improved service levels. Additionally, 33% of e-commerce shippers are exploring AI projects for supply chain planning and demand forecasting. The findings underscore the necessity of robust change management frameworks, with 61% of shippers and 73% of 3PLs highlighting its importance in adapting to customer experience trends.

With 48% of shippers and 53% of 3PLs reporting that customers now expect deliveries in less than two days, the urgency for transformation is clear. Many companies are willing to absorb a portion of the costs associated with expedited shipping to meet these demands, demonstrating a strong commitment to customer satisfaction.

In summary, as the e-commerce landscape continues to evolve, companies that effectively leverage AI and prioritize change management are more likely to outperform their competitors. With customer expectations at an all-time high, the importance of strategic investments in technology and processes cannot be overstated. The insights garnered from the 2025 Third-Party Logistics Study offer a roadmap for businesses aspiring to enhance their fulfillment capabilities and improve overall customer experience.