Oracle adds AI agents to supply chain and manufacturing software
Tools can answer questions about complex company policies through natural language queries from customer service reps, shop floor operators, or warehouse workers.
Ben Ames has spent 20 years as a journalist since starting out as a daily newspaper reporter in Pennsylvania in 1995. From 1999 forward, he has focused on business and technology reporting for a number of trade journals, beginning when he joined Design News and Modern Materials Handling magazines. Ames is author of the trail guide "Hiking Massachusetts" and is a graduate of the Columbia School of Journalism.
The company’s Oracle Cloud SCM is part of its Oracle Fusion Cloud Applications Suite, and enables customers to connect supply chain processes and quickly respond to changing demand, supply, and market conditions. In addition, embedded AI now acts as an advisor to help analyze supply chain data, generate content, and augment or automate processes to help improve business operations and create a resilient supply network to outpace change, Oracle says.
The new tech comes in the form of role-based AI agents within Oracle Cloud SCM that are designed to automate routine tasks, deliver personalized insights and recommendations, and allow organizations to focus more time on strategic supply chain initiatives. While past versions of Oracle software already included AI assistants—that could formulate descriptions or write emails—the new AI agents can help users by answering natural language queries about complex rules such as a policy document on returns or claims.
“One of our goals is to not have AI be an esoteric thing that you need special training to use, but just to act as part of the tool, to help you accomplish each task according to the standards of your own particular company,” Srini Rajagopal, Oracle’s vice president of logistics product strategy, said in a briefing.
For example, once a company’s IT office has uploaded the firm’s unique policy documents—on issues such as packaging, deadlines, or transaction requirements—then all the company’s customer service representatives (CSRs) can use the new AI-based advisory agents to type natural-language queries into a text-based chat box to obtain quick answers to complicated questions.
In addition to providing quick business answers to current employees, that approach can also help to train new workers on company policies in a labor market with high turnover rates. Additional use cases could apply to workers in roles such as a shop floor operator or warehouse worker, Rajagopal said.
In another application of the new AI, the updates have added new capabilities to Oracle Transportation Management, Oracle Global Trade Management, and Oracle Order Management.
Applied to the transportation management system (TMS) product, the AI enables “better, faster, smarter” operations through new capabilities such as AI-powered order route predictions, transit time predictions, and a transportation emissions calculator. In the global trade management (GTM) took, the new AI supports a user-configurable platform that can provide trade incentive program processing relief and reporting. And in the order management software, the AI can provide a returns summary, pricing promotions summary, item availability check, and order fulfillment view.
“To successfully navigate an increasingly complex global landscape, supply chain leaders need agile and efficient processes that can help them diversify and strengthen supplier networks, adapt transportation and logistics strategies, and stay ahead of regulatory changes,” Rajagopal said in a release.
Oh, you work in logistics, too? Then you’ve probably met my friends Truedi, Lumi, and Roger.
No, you haven’t swapped business cards with those guys or eaten appetizers together at a trade-show social hour. But the chances are good that you’ve had conversations with them. That’s because they’re the online chatbots “employed” by three companies operating in the supply chain arena—TrueCommerce,Blue Yonder, and Truckstop. And there’s more where they came from. A number of other logistics-focused companies—like ChargePoint,Packsize,FedEx, and Inspectorio—have also jumped in the game.
While chatbots are actually highly technical applications, most of us know them as the small text boxes that pop up whenever you visit a company’s home page, eagerly asking questions like:
“I’m Truedi, the virtual assistant for TrueCommerce. Can I help you find what you need?”
“Hey! Want to connect with a rep from our team now?”
“Hi there. Can I ask you a quick question?”
Chatbots have proved particularly popular among retailers—an October survey by artificial intelligence (AI) specialist NLX found that a full 92% of U.S. merchants planned to have generative AI (GenAI) chatbots in place for the holiday shopping season. The companies said they planned to use those bots for both consumer-facing applications—like conversation-based product recommendations and customer service automation—and for employee-facing applications like automating business processes in buying and merchandising.
But how smart are these chatbots really? It varies. At the high end of the scale, there’s “Rufus,” Amazon’s GenAI-powered shopping assistant. Amazon says millions of consumers have used Rufus over the past year, asking it questions either by typing or speaking. The tool then searches Amazon’s product listings, customer reviews, and community Q&A forums to come up with answers. The bot can also compare different products, make product recommendations based on the weather where a consumer lives, and provide info on the latest fashion trends, according to the retailer.
Another top-shelf chatbot is “Manhattan Active Maven,” a GenAI-powered tool from supply chain software developer Manhattan Associates that was recently adopted by the Army and Air Force Exchange Service. The Exchange Service, which is the 54th-largest retailer in the U.S., is using Maven to answer inquiries from customers—largely U.S. soldiers, airmen, and their families—including requests for information related to order status, order changes, shipping, and returns.
However, not all chatbots are that sophisticated, and not all are equipped with AI, according to IBM. The earliest generation—known as “FAQ chatbots”—are only clever enough to recognize certain keywords in a list of known questions and then respond with preprogrammed answers. In contrast, modern chatbots increasingly use conversational AI techniques such as natural language processing to “understand” users’ questions, IBM said. It added that the next generation of chatbots with GenAI capabilities will be able to grasp and respond to increasingly complex queries and even adapt to a user’s style of conversation.
Given their wide range of capabilities, it’s not always easy to know just how “smart” the chatbot you’re talking to is. But come to think of it, maybe that’s also true of the live workers we come in contact with each day. Depending on who picks up the phone, you might find yourself speaking with an intern who’s still learning the ropes or a seasoned professional who can handle most any challenge. Either way, the best way to interact with our new chatbot colleagues is probably to take the same approach you would with their human counterparts: Start out simple, and be respectful; you never know what you’ll learn.
Netstock included the upgrades in AI Pack, a series of capabilities within the firm’s Predictor Inventory Advisor platform, saying they will unlock supply chain agility and enable SMBs to optimize inventory management with advanced intelligence.
The new tools come as SMBs are navigating an ever-increasing storm of supply chain challenges, even as many of those small companies are still relying on manual processes that limit their visibility and adaptability, the company said.
Despite those challenges, AI adoption among SMBs remains slow. Netstock’s recent Benchmark Report revealed that concerns about data integrity and inconsistent answers are key barriers to AI adoption in logistics, with only 23% of the SMBs surveyed having invested in AI.
Netstock says its new AI Pack is designed to help SMBs overcome these hurdles.
“Many SMBs are still relying on outdated tools like spreadsheets and phone calls to manage their inventory. Dashboards have helped by visualizing the right data, but for lean teams, the sheer volume of information can quickly lead to overload. Even with all the data in front of them, it’s tough to know what to do next,” Barry Kukkuk, CTO at Netstock, said in a release.
“Our latest AI capabilities change that by removing the guesswork and delivering clear, actionable recommendations. This makes decision-making easier, allowing businesses to focus on building stronger supplier relationships and driving strategic growth, rather than getting bogged down in the details of inventory management,” Kukkuk said.
Supply chain projects involving generative artificial intelligence (GenAI) are gaining steam, and many early movers are already putting the technology to work serving clients. Logistics service providers are among those pushing forward with tools that are helping to improve the customer experience, applying GenAI to freight shipping tasks—such as quoting, taking orders, and booking appointments—and to sales-development activities.
Streamlining work and creating more efficient processes are at the heart of those advances.
“[GenAI] allows us, as humans, to be more efficient—to work faster,” explains Eric Walters, vice president of analytics and performance management at contract logistics specialist DHL Supply Chain, which introduced a suite of GenAI tools late last year. “For example, you could ask an associate to read through a document and summarize it for you, [but] AI does it faster. Data management is another example. Similar to how a human could comb through data and fill in the gaps—GenAI can do this for us too.”
Traditional AI and GenAI top today’s list of supply chain investment priorities, according to a 2024 survey by research and advisory firm Gartner, which polled more than 400 supply chain leaders responsible for their organization’s digital supply chain strategies. Twenty percent cited traditional AI, including machine learning, as a top priority, and 17% said GenAI projects are getting the most attention these days.
AUTOMATING THE FREIGHT CYCLE
Logistics industry projects are in line with what’s happening with GenAI investments in the broader world, according to the technology research and advisory firm Information Services Group (ISG). In a study released in November, ISG found that that most projects are focused on text-based applications because of their relatively simple interfaces, rapid return on investment, and usefulness.
“Companies have been especially aggressive in implementing chatbots powered by large language models (LLMs), which can provide personalized assistance, customer support, and automated communication on a massive scale,” ISG said in its report on the study.
Large companies with lots of data and a staff of software developers are tackling those projects in house, building LLMs—a type of AI algorithm that can process and understand language or text—that “learn” from all that data and then apply what they’ve learned to solving problems. Freight broker and third-party logistics service provider (3PL) C.H. Robinson is a case in point. The 3PL has launched several homegrown GenAI tools over the past year that can analyze unstructured data, such as emailed text, to speed and streamline the freight shipment cycle.
“We still have customers who want to do things manually—for example, via email,” explains Megan Orth, director of digital connectivity for C.H. Robinson. “GenAI allows us to meet the customer where they are. They get the same [level of customer service] they would get if they were digitally enabled.
“This is different from what other companies [have done]. Some started with chatbots, for example. We took a different approach, [focusing on ways to reduce] the manual tasks and touches in our system.”
C.H. Robinson began with quoting, building an LLM to identify quote-request emails and using GenAI to read the email and respond. The technology eliminates the time-consuming steps of having an employee open and read the email, swivel to another screen, type in the quote request, and then swivel back to send an email response with the price.
“We focused on that swivel—going from one system to another and using the GenAI to read, grab, and go,” Orth explains. “Then we started applying it to the remainder of the shipment cycle.”
C.H. Robinson is now applying GenAI to more complex tasks such as accepting loads, setting appointments for pickup and delivery, and checking on loads in transit. The technology has allowed the 3PL to whittle down the time it takes to complete those tasks from hours to seconds. Before GenAI, it could take an employee as much as four hours to manage and complete a load tender, for example; that task has been reduced to 90 seconds.
The extra time allows employees to focus on more value-added work, like managing exceptions.
“You still have a human in the loop. We still have to monitor and look for exceptions,” Orth says, explaining that C.H. Robinson has designed its workflows to identify issues the GenAI can’t adequately address. “GenAI is not completely hands off the wheel. You still have to build your workflow so that if something doesn’t go right, that’s what our managers work on. [What’s changed is that those managers] are now going to be doing more strategic work.”
Orth credits C.H. Robinson’s software developers for much of the success of the GenAI program.
“We’re fortunate that we have a lot of talented developers who rolled up their sleeves and started learning this,” Orth says, adding that the company also works closely with Microsoft on its GenAI projects.
IMPROVING CUSTOMER SERVICE
DHL Supply Chain is taking a somewhat different approach in its venture into GenAI. The 3PL is deploying a suite of AI applications that are enhancing the company’s data management and analytics capabilities—which, in turn, allows it to provide more value, improve the customer experience, and cut the time it takes to deliver logistics solutions to clients. DHL partnered with Boston Consulting Group to develop the solutions.
The first application is a data cleansing tool that DHL’s in-house design engineers—who develop logistics solutions for shippers—use to clean, sort, and analyze data submitted by potential customers. The tool helps those designers build better transportation routes, as one example.
“This GenAI tool does all that data management for the engineers and allows them to fast forward to the design phase—so [they can] respond to the customer quicker and, at times, [with a] more thorough proposal for their evaluation,” Walters explains.
A second GenAI application supports DHL’s sales team with proposal development. The AI analyzes and manages preliminary RFQ (request for quote) data and fills in the gaps by gathering additional data online, speeding the research and development process and allowing sales to devote more time to specific customer challenges and produce customized solutions.
As Walters explains: “This GenAI tool that business development uses can read through an entire RFQ [and then] go out on the internet and find things like the annual shareholder report for that company …. That helps us identify the key items that are important to that customer and put forward a well-thought-out [proposal] on how we can improve [their] strategy.”
Walters says both tools are part of the company’s broader mission to apply robotics and automation on a large scale.
“Our vision is to deploy strong robotic solutions and [offer] best-in-class data management and data availability,” he explains. “GenAI is the marrying of those two. It’s a robotic solution that’s available to the masses at DHL … Being able to bring GenAI to the fingertips of thousands of associates and increase their efficiency—that allows us to do more to provide value to our customers.”
UNLEASHING OPPORTUNITY
Orth and Walters agree that GenAI is here to stay in supply chain, largely on account of its ability to streamline operations without pressuring customers to change their ways.
“We saw the ‘unlock’ with the unstructured data, which is a big opportunity within the supply chain,” Orth says. “People like to [stick with] their [own] processes; they don’t like to change their ways. [With GenAI], we’re able to unlock those opportunities.”
As some see it, AI is a technology that has finally found its footing in logistics and supply chain, and will only grow from here.
“What’s interesting to me is that AI is not new. It’s really been around for decades,” Walters says, pointing to the Roomba vacuum cleaner and virtual assistants like Siri and Alexa as examples of the technology in action. “AI is just getting the [media attention] now, and we’re seeing it more in the professional work environment.
“I think there is a broad desire to adopt AI and a strong appetite for it.”
Artificial intelligence (AI) and data science were hot business topics in 2024 and will remain on the front burner in 2025, according to recent research published in AI in Action, a series of technology-focused columns in the MIT Sloan Management Review.
In Five Trends in AI and Data Science for 2025, researchers Tom Davenport and Randy Bean outline ways in which AI and our data-driven culture will continue to shape the business landscape in the coming year. The information comes from a range of recent AI-focused research projects, including the 2025 AI & Data Leadership Executive Benchmark Survey, an annual survey of data, analytics, and AI executives conducted by Bean’s educational firm, Data & AI Leadership Exchange.
The five trends range from the promise of agentic AI to the struggle over which C-suite role should oversee data and AI responsibilities. At a glance, they reveal that:
Leaders will grapple with both the promise and hype around agentic AI. Agentic AI—which handles tasks independently—is on the rise, in the form of generative AI bots that can perform some content-creation tasks. But the authors say it will be a while before such tools can handle major tasks—like make a travel reservation or conduct a banking transaction.
The time has come to measure results from generative AI experiments. The authors say very few companies are carefully measuring productivity gains from AI projects—particularly when it comes to figuring out what their knowledge-based workers are doing with the freed-up time those projects provide. Doing so is vital to profiting from AI investments.
The reality about data-driven culture sets in. The authors found that 92% of survey respondents feel that cultural and change management challenges are the primary barriers to becoming data- and AI-driven—indicating that the shift to AI is about much more than just the technology.
Unstructured data is important again. The ability to apply Generative AI tools to manage unstructured data—such as text, images, and video—is putting a renewed focus on getting all that data into shape, which takes a whole lot of human effort. As the authors explain “organizations need to pick the best examples of each document type, tag or graph the content, and get it loaded into the system.” And many companies simply aren’t there yet.
Who should run data and AI? Expect continued struggle. Should these roles be concentrated on the business or tech side of the organization? Opinions differ, and as the roles themselves continue to evolve, the authors say companies should expect to continue to wrestle with responsibilities and reporting structures.
The deal will add the Google DeepMind robotics team’s AI expertise to Austin, Texas-based Apptronik’s robotics platform, allowing the units to handle a wider range of tasks in real-world settings like factories and warehouses.
The Texas firm joins other providers of two-legged robots such as the Oregon company Agility Robotics, which is currently testing its humanoid units with the large German automotive and industrial parts supplier Schaeffler AG, as well as with GXO. GXO is also running trials of a third type of humanoid bot made by New York-based Reflex Robotics. And another provider of humanoid robots, the Canadian firm Sanctuary AI, this year landed funding from the consulting firm Accenture.
“We’re building a future where humanoid robots address urgent global challenges,” Jeff Cardenas, CEO and co-founder of Apptronik, said in a release. “By combining Apptronik’s cutting-edge robotics platform with the Google DeepMind robotics team’s unparalleled AI expertise, we’re creating intelligent, versatile and safe robots that will transform industries and improve lives. United by a shared commitment to excellence, our two companies are poised to redefine the future of humanoid robotics.”