What it takes to build resilient supply chains: the role of AI and location data

Rising consumer demands. Sustainability pressures. Geo-political issues. Economic instability. Extreme weather events. Global supply chains are under constant pressure – and the slightest hiccup can have major ramifications for your business and its customers.

Unfortunately, supply chain disruption is very real. Shipping company A.P. Moller-Maersk surveyed 2,000 of its customers recently and discovered that more than 76% of them suffered supply chain issues in 2024. Furthermore, 58% of them said supply chain disruption incurred much higher costs than anticipated.

“If there is one thing that we have learnt lately, it is that disruption is imminent, and we also know from our customers that they see it that way,” said Aymeric Chandavoine, President Europe at A.P. Moller - Maersk. “But very importantly, we see that European businesses are conscious that the best way to tackle disruption is increasing resilience in supply chains.”

Building resilience into supply chains is now essential. And advances in artificial intelligence (AI) and real-time location technology are proving critical to keeping supply chains running like clockwork and helping businesses move from a reactive to a proactive logistics strategy.

By merging AI’s predictive capabilities with granular, real-time insights from location data, supply chain leaders can not only respond to disruptions more effectively, they can anticipate and mitigate them before they get out of control.

“AI is revolutionising how the supply chain industry operates, transforming every aspect from route optimisation and demand forecasting to risk management and predictive maintenance,” said Anthony Michael, senior practice director at Searce, a cloud technology consultancy. “By harnessing advanced algorithms and real-time data analysis, AI empowers businesses to anticipate disruptions, enhance safety, and improve efficiency across the supply chain.”

Problem predictor

With its ability to process vast datasets quickly and in real time, AI can use weather reports, port data, political risk indexes and traffic data to predict issues in the supply chain and help you act before they become a problem.

For instance, the combination of location intelligence and AI could flag a developing storm that could threaten a shipping lane. Supply chain managers can then reroute goods or adjust timelines in advance, minimizing the ripple effects.

For German shipping giant Hapag-Lloyd, this type of intelligence is already in operation. By integrating IoT tracking technology with HERE’s location data, it has created a real-time visibility platform that monitors thousands of containers in transit. These smart containers provide location, temperature and movement data allowing the company to spot delays or issues instantly and alert customers proactively.

“The world of container shipping is more volatile than before,” Karsten Schmidt, director of live position and track and trace at Hapag-Lloyd, told us. “Tracking containers in real-time is crucial because it helps us see exactly where they are, even when disruptions occur.”

“One of the most impactful applications is predictive analytics,” added Searce’s Michael. “By analysing historical data and external factors like weather patterns, traffic conditions, and geopolitical risks, AI can forecast supply chain bottlenecks before they occur. This allows businesses to proactively adjust routes, optimise inventory levels, and avoid costly delays.”

Sixth sense

Whether it’s a shipping container, a parcel, or a load of machinery or parts, visibility into the physical movement of goods is equally vital. Sensor-based tracking solutions, like those developed by Sensos, incorporate location intelligence and AI to provide true end-to-end visibility.

With Sensos’ asset tracking platform, businesses can monitor the exact location of their pallets or crates in real time, globally. And as the smart trackers seamlessly integrate with HERE Tracking in the cloud, they provide a centralized platform for real-time visibility, so supply chain managers can see instantly where their assets are, even during multi-modal handovers. “If it can be shipped, it can be tracked,” said Eran Minhar, head of marketing at Sensos.

The result? A more responsive, proactive supply chain, where alerts can be generated automatically when goods deviate from expected conditions. For example, a pharmaceutical shipment exceeding a temperature threshold or a high-value asset idling in an unauthorized location.

At the Leaders in Logistics Summit in Berlin, Bart Coppelmans, HERE’s Senior Director of Product Management, shared his take on the value of AI and real-time data. “AI is already built into so many logistics systems, helping companies plan better routes, optimize fleets and cut costs,” he said. “Our optimization tools help companies handle complex delivery schedules with ease, ensuring their fleets operate as efficiently as possible.”

And by combining real-time and historical data with AI, businesses can even fine-tune their operations. “Using location intelligence to spot patterns – like where drivers usually park or which building entrances they use most – can make a huge difference in efficiency,” added Coppelmans.

HERE has already integrated AI-driven tools for planning, routing and execution. “We’re exploring how AI can automatically pull insights from massive datasets – whether it’s finding the best parking spots or suggesting ways to handle unexpected delays,” said Coppelmans.

With carbon reduction high on the agenda for many supply chain operators, AI and location tech can even help lower your company’s footprint. “By optimising transportation routes, improving energy efficiency, and enhancing supplier audits, AI helps companies reduce their carbon footprint without compromising operational performance,” added Michael. “Real-time data analytics enable smarter decisions, such as consolidating shipments and choosing lower-emission routes.”

Discover how HERE’s Asset Tracking, Fleet Routing and location intelligence can help you streamline your operations.