How one company is using AI to revolutionize the trucking industry

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Introduction

Situated between the rugged mountain ranges of the Chihuahuan Desert, El Paso del Norte, or "The Pass to the North," has long been a vital gateway between cultures and economies. This historic corridor, named by Spanish explorers in the late 16th century, laid the foundations for what would become the bustling border cities of Ciudad Juárez, Mexico, and El Paso, Texas.

Following the Civil War, El Paso del Norte evolved into a thriving trading hub and the origin of the famous cattle drives used by ranchers to move cattle from Texas to markets further north. El Paso became a destination for cowboys looking for work and the businesses that supported them — bootmakers, saddlers, blacksmiths, restaurant owners, and hospitality workers — all looking to profit from the growing town.

Paso del Norte and Lower Valley overlayed with map of present-day United States borders.

Today, the economy of the Paso del Norte region continues to rely on the efficient movement of goods between North and South America. What was once an important route for cattle moving north, now takes the form of manufactured goods like medical supplies, automobiles, and housing materials, loaded on to trucks and moving throughout the United States on its vast network of highways.

A bar chart showing the total US$ billions in manufactured goods exported from Mexico to the United States through the Texas border, by mode of transport, from October 2023 to September 2024.

U.S. North American Freight: Last 12 months ($USD) (10/2023 - 09/2024)
Source: U.S. Department of Transportation, Bureau of Transportation Statistics
US-Mexico-trade-transport-mode-2023-2024 data available for download.

AI-driven solutions

The trucking industry is complex and relies on a healthy partnership between manufacturers, brokers, and carriers. It requires thousands of transactions to be completed quickly and in a particular order, linking each chain together to ensure the efficient movement of goods at a rapid pace. Recently, there has been an increase in the production and distribution of manufactured goods within North America through nearshoring, a business strategy where companies produce goods in a neighboring country to reduce costly inefficiencies.

This rise in nearshoring can largely be attributed to the United States-Mexico-Canada Trade Act (USMCA), which replaced the North American Free Trade Agreement (NAFTA) in 2020. The USMCA provided stability to North American commerce, valued at $1.4 trillion annually, by updating trade rules and reducing reliance on distant supply chains. This aimed to boost production within North America, which became vital during the global supply chain disruptions caused by the COVID-19 pandemic.

A line chart showing the increase in manufactured goods exported from Mexico to the United States, from $25 billion in 2006 to nearly $73 billion in 2024. In 2020, the graph denotes a sharp decline in shipped goods down to $25 billion at the beginning of the COVID-19 pandemic, and also the transition from the North American Free Trade Act to the United States, Mexico, and Canada Trade Act signed into law during the same year.

Trend in U.S. - North American Freight (January 2006 - September 2024) ($USD)
Source: U.S. Department of Transportation, Bureau of Transportation Statistics
US-Mexico-trade-2006-2024 data available for download.

The U.S. freight trucking industry is mainly made up of small businesses. As of March 2024, over 575,000 active motor carriers were registered with the Federal Motor Carrier Safety Administration (FMCSA), with 95% running 10 or fewer trucks. These companies are essential to the economy, employing 8.5 million people in 2023, but they're not structured to make sales, they're built to move goods. These small trucking firms need brokers to connect them with manufacturers, but the brokers often work on different systems than their clients and in some cases, still rely on paper files and phone calls to send and receive orders.

But what if technology could address many of the industry's pain points? Artificial intelligence (AI) offers a significant opportunity for companies in the shipping and logistics industry to streamline processes, reduce errors, and strengthen the supply chain. AI-powered tools can create virtual agents, craft orders, match shippers with carriers, and provide real-time pricing based on current market conditions.

One company that’s setting itself apart is Gamer Logistics, a trucking and logistics firm in El Paso, Texas, that specializes in expedited shipping, local cartage, trucking, and warehousing to ensure efficient and timely movement of goods. What sets Gamer Logistics apart is their commitment to implementing advanced technologies, including AI, to optimize their operations. This innovative spirit inspired Duane Murphy, CEO of Gamer Logistics, to co-host an AI hackathon sponsored by Microsoft’s TechSpark initiative. This competition attracted more than 60 aspiring tech entrepreneurs to apply their skills to solve problems that were challenging local small business owners. Several ideas were presented at the event, but more importantly, many left inspired by the possibilities new AI tools could provide.

Among them were three visionaries who were experienced in manufacturing, shipping logistics, sales, and technology development, but lacked the visibility, access, and business connections necessary for turning ideas into relevant business solutions. Marco Vallejo Jr, brought a wealth of expertise from the local shipping sectors. JaQuan (Jay) Bryant, infused the discipline and assurance from his military tenure into the art of enterprise sales, which he likens to therapeutic sessions for freight brokers. Ian Love was the technological glue, his expertise in AI and software development turning ideas into reality. Together they formed AizenFlow to develop AI solutions for brokers and carriers.

A composite image featuring a Gamer Logistics Truck and another with the three founders of Aizen Flow.

Top right: AizenFlow co-founders in their offices, January 2023. (Left to right, JaQuan (Jay) Bryant, Marco Vallejo Jr, Ian Love). Bottom left: Exterior view of a Gamer Logistics semi-truck used for shipping in El Paso Texas. Brad Smith, Vice Chair and President of Microsoft, reviews technology inside the cabin with Carol Ann Browne, Microsoft Vice President and Chief of Staff.

They reached out to Duane Murphy to better understand his business requirements and evaluate how AI could address those needs. A year later, the partnership between Gamer Logistics and AizenFlow resulted in an AI powered software platform that streamlines the freight brokerage process, significantly reducing complicated tasks and time-intensive processes from 24 hours to just 15 minutes.

Their AI tools help freight brokers improve communication, speed up quote generation and rate negotiation, ensure reliable carrier matching, and provide real-time GPS tracking of deliveries. By integrating diverse communication models, they’re redefining transportation management systems and providing a secure platform for carrier verification, fraud prevention, and regulatory compliance—improving broker operations and efficiency at a price they can afford. Their AI-powered application is designed to reduce the time brokers spend on inefficient tasks by 40%, enabling them to allocate more time to lead generation and increasing business opportunities.

A line of multiple trucks that are part of the Gamer Logistics fleet

A promising future

AizenFlow is updating its platform to include AI tools through a simple interface capable of fighting shipping fraud, which causes over $100 million in damages annually. These solutions offer carrier verification to confirm the legitimacy and compliance of carriers, preventing issues like double brokering and cargo theft. The platform's AI-driven search tools identify carriers that meet specific requirements, minimizing the risk of engaging with fraudulent parties. And they provide real-time compliance monitoring to uphold operational standards and regulatory adherence, while proactively detecting suspicious activities.

By utilizing AI-powered solutions, Gamer Logistics has been able to enhance route planning, inventory management, and real-time tracking, which significantly improves the reliability and efficiency of their services. This strategic investment in AizenFlow not only supports the local manufacturing sector by ensuring seamless supply chain operations but also positions them as a vital player in the regional logistics landscape. Their ability to adapt and innovate makes them an integral part of the manufacturing and shipping industry in El Paso, contributing to the area's economic growth and competitiveness.

A composite of a group of AizenFlow team members in their offices and another of three people walking alongside a Gamer Logistics semi-truck.

Top left: AizenFlow team members in their offices, January 2023. Bottom right: Brad Smith walks alongside a Gamer Logistics semi-truck used for shipping in El Paso Texas, with Carol Ann Browne and Duane Murphy, CEO of Gamer Logistics.

Microsoft also extended support to AizenFlow, providing them with Azure computing credits valued at $75,000. These credits enabled them to build their software interface, refine their models, and utilize machine learning and generative AI tools to enhance their offerings. This significantly reduced their dependence on raising external funding, propelling them from a hackathon concept on April 1, 2023, to a verified business operation within less than a year. With access to Azure, they built a platform that evens the playing field for small companies to access secure information, connect with a broader network, and reduce their financial risk to fraudulent activities.

Their journey from a hopeful idea to a promising enterprise is nothing short of inspiring. As they continue to build their platform, they’ve created a business that not only benefits their local economy but also addresses a global challenge, transforming the logistics of how goods are transported worldwide—from manufacturers to freight carriers, and ultimately to consumers across the globe.

Brad Smith, Vice Chair and President of Microsoft, sits at a conference table listening to a product presentation from two AizenFlow representatives, with Gamer Logistics CEO Duane Murphy.

Brad Smith listening to a product presentation from AizenFlow, with Gamer Logistics CEO Duane Murphy. The AizenFlow team stands at the head of the conference table. (Left to right, Ian Love, JaQuan Bryant, Marco Vallejo Jr).

Today, the Pass to the North stands as a testament to its enduring legacy. It is a vibrant cultural mosaic where the past and present converge, reflecting its deep-rooted connection to the movement of goods. From the vineyards of the Spanish era to the bustling manufacturing plants of today, El Paso del Norte continues to be a pivotal link in the economic chain that binds the United States and Mexico.

Their story shows what can happen when businesses, technology, and communities work together to maintain a resilient culture that has evolved while staying true to its centuries-old roots. These businesses and organizations are using AI to innovate and apply new technology solutions to enhance systems we all rely on. They show us how investing in communities everywhere can help local talent shine and make a difference in the industries that drive global economies.

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Gamer Logistics AizenFlow Microsoft TechSpark

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