Trucking is the backbone of North American commerce. It moves the goods we rely on every day, keeping supply chains running and economies strong. Despite its critical importance, trucking has struggled to see the same productivity gains that other industries have experienced from technological innovation.
Having spent 20 years at trucking companies before transitioning to technology, my passion for improving the movement of goods drives my work every day. At Trimble, I lead product vision and execution, aiming to make the movement of freight more efficient and streamlined overall.
While the last few years have seen an influx of venture capital, start-ups, and new technologies aimed at optimizing logistics, the reality is that trucking remains fragmented with the same inefficiencies remaining. Many of these tools improve specific workflows but fail to generate exponential productivity gains across the industry. At Trimble, we believe the key to unlocking true efficiency lies not just in adding more technology, but in modernizing and integrating existing workflows. When done right, technology doesn’t just support trucking operations—it supercharges them.
The productivity challenge in trucking
Despite widespread investment in transportation technology, trucking productivity has remained relatively flat for decades. The U.S. Department of Transportation’s data on trucking productivity — measuring labor hours against gross output — has not seen the same improvement as other transportation modes. This stagnation is not due to a lack of innovation, but rather the disconnected nature of many technological solutions.
For example, many carriers have adopted AI-driven optimization tools, compliance solutions, and automated procurement technologies. However, these tools often function in silos. While they improve specific aspects of the business, they don’t necessarily translate into a holistic productivity boost across an entire fleet.
The challenge lies in how technology is implemented. Many trucking companies still face inefficiencies because their tools don’t work together seamlessly. Standardization is a persistent challenge—there are still inconsistencies in EDI formats, data-sharing protocols, and regulatory requirements across different platforms. Simply moving legacy systems to the cloud doesn’t solve these problems. Instead, technology providers must focus on integrating solutions in ways that work within existing workflows.
How AI is supercharging productivity
AI is playing a crucial role in the future of trucking, particularly when it comes to workflow automation. While trucking companies have traditionally focused on managing today, tomorrow, and the next day, AI allows us to anticipate disruptions, optimize routes proactively, and automate repetitive tasks.
Imagine a transportation management system (TMS) that doesn’t just process orders but also predicts potential bottlenecks, recommends alternate routes, and automates communication between shippers and carriers. This kind of real-time optimization would deliver productivity, providing a competitive advantage in an industry that has traditionally been reactive.
Key areas where productivity is improving
Certain sectors of trucking have already seen major productivity boosts through technology adoption. The brokerage sector, for instance, has benefited from digital freight matching and automated pricing tools, streamlining what was once a resource-heavy business. Procurement technologies have evolved beyond shipper-focused solutions to include carrier-friendly improvements, ensuring efficiency for both sides of the transaction.
Compliance and safety measures have also advanced, with modern ELDs and in-cab video systems reducing downtime from accidents and violations while simplifying regulatory adherence. These technologies help keep trucks moving while also ensuring that fleets remain compliant with industry regulations.
A great example of this impact is Polaris Transportation Group. With a high volume of transactions—moving more than 300,000 orders between Canada and the U.S. annually with its fleet of 120 power units and 280 trailers—Polaris needed a technology solution that was both powerful and easy to use. By collaborating with Trimble, Polaris rolled out a new telematics platform and the FR8Focus mobile application, fully integrating drivers with back-office operations.
The results were dramatic: lost freight was reduced by 90%, document capture delays were virtually eliminated, and freight identification and labeling became more accurate. Late pickups and deliveries are no longer an issue, demonstrating how an integrated solution can drive real operational improvements.
The future: A more connected, productive industry
The trucking industry is on the verge of major transformations. As technology providers shift their focus from simply adding new tools to optimizing and integrating workflows, we will finally begin to see the exponential productivity growth that has eluded us for so long. By leveraging AI, enhancing integrations, and prioritizing seamless execution, we believe trucking technology is about to have its moment.
The industry’s future isn’t just about automation or optimization—it’s about creating smarter, more connected systems that empower carriers to operate more efficiently, safely, and profitably.
Polaris Transportation Group has already demonstrated what’s possible, and as more fleets adopt integrated, intelligent solutions, the entire industry stands to benefit. That future is closer than we think.
Trucking is the backbone of North American commerce. It moves the goods we rely on every day, keeping supply chains running and economies strong. Despite its critical importance, trucking has struggled to see the same productivity gains that other industries have experienced from technological innovation.
Having spent 20 years at trucking companies before transitioning to technology, my passion for improving the movement of goods drives my work every day. At Trimble, I lead product vision and execution, aiming to make the movement of freight more efficient and streamlined.
While the last few years have seen an influx of venture capital, start-ups, and new technologies aimed at optimizing logistics, the reality is that trucking remains fragmented with the same inefficiencies remaining. Many of these tools improve specific workflows but fail to generate exponential productivity gains across the industry. At Trimble, we believe the key to unlocking true efficiency lies not just in adding more technology, but in modernizing and integrating existing workflows. When done right, technology doesn’t just support trucking operations—it supercharges them.
The productivity challenge in trucking
Despite widespread investment in transportation technology, trucking productivity has remained relatively flat for decades. The U.S. Department of Transportation’s data on trucking productivity—measuring labor hours against gross output—has not seen the same improvement as other transportation modes. This stagnation is not due to a lack of innovation, but rather the disconnected nature of many technological solutions.
For example, many carriers have adopted AI-driven optimization tools, compliance solutions, and automated procurement technologies. However, these tools often function in silos. While they improve specific aspects of the business, they don’t necessarily translate into a holistic productivity boost across an entire fleet.
The challenge lies in how technology is implemented. Many trucking companies still face inefficiencies because their tools don’t work together seamlessly. Standardization is a persistent challenge—there are still inconsistencies in EDI formats, data-sharing protocols, and regulatory requirements across different platforms. Simply moving legacy systems to the cloud doesn’t solve these problems. Instead, technology providers must focus on integrating solutions in ways that work within existing workflows.
How AI is supercharging productivity
AI is playing a crucial role in the future of trucking, particularly when it comes to workflow automation. While trucking companies have traditionally focused on managing today, tomorrow, and the next day, AI allows us to anticipate disruptions, optimize routes proactively and automate repetitive tasks.
Imagine a transportation management system (TMS) that doesn’t just process orders but also predicts potential bottlenecks, recommends alternate routes, and automates communication between shippers and carriers. This kind of real-time optimization would deliver productivity, providing a competitive advantage in an industry that has traditionally been reactive.
Key areas where productivity is improving
Certain sectors of trucking have already seen major productivity boosts through technology adoption. The brokerage sector, for instance, has benefited from digital freight matching and automated pricing tools, streamlining what was once a resource-heavy business. Procurement technologies have evolved beyond shipper-focused solutions to include carrier-friendly improvements, ensuring efficiency for both sides of the transaction.
Compliance and safety measures have also advanced, with modern ELDs and in-cab video systems reducing downtime from accidents and violations while simplifying regulatory adherence. These technologies help keep trucks moving and ensure that fleets remain compliant with industry regulations.
A great example of this impact is Polaris Transportation Group. With a high volume of transactions—moving more than 300,000 orders between Canada and the U.S. annually with its fleet of 120 power units and 280 trailers—Polaris needed a technology solution that was both powerful and easy to use. By collaborating with Trimble, Polaris rolled out a new telematics platform and the FR8Focus mobile application, fully integrating drivers with back-office operations.
The results were dramatic: lost freight was reduced by 90%, document capture delays were virtually eliminated, and freight identification and labeling became more accurate. Late pickups and deliveries are no longer an issue, demonstrating how an integrated solution can drive real operational improvements.
The future: A more connected, productive industry
The trucking industry is on the verge of major transformations. As technology providers shift their focus from simply adding new tools to optimizing and integrating workflows, we will finally begin to see the exponential productivity growth that has eluded us for so long. By leveraging AI, enhancing integrations, and prioritizing seamless execution, we believe trucking technology is about to have its moment.
The industry’s future isn’t just about automation or optimization—it’s about creating smarter, more connected systems that empower carriers to operate more efficiently, safely and profitably. Polaris Transportation Group has already demonstrated what’s possible, and as more fleets adopt integrated, intelligent solutions, the entire industry stands to benefit. That future is closer than we think.
