New Year Business Guide - brought to you by APL Media • Wednesday 14 January 2026


5 ADVERTISEMENT FEATURE


AI in customs: from hype to real operational value


Artificial intelligence is widely seen as the next breakthrough in customs and global trade operations


Rising declaration volumes, tighter regulatory scrutiny and ongoing capacity shortages have created pressure for more efficient processes. Many organisations view AI as a tool to cut manual work, boost accuracy and enhance compliance. Independent studies by McKinsey and BCG find that few companies achieve lasting value from AI investments at scale. The majority remain stuck in pilot mode or face performance shortfalls once technology meets real operational complexity. This gap between expectation and


outcome is increasingly evident in customs environments. Tools that perform well in demonstrations often struggle when confronted with the variability of real-world documentation: inconsistent invoice layouts, handwritten notes, customer-specific routing instructions, sudden spikes in throughput. A model built on clean, homogeneous data cannot simply be lifted into the messy, high- stakes world of international trade. For senior decision makers, the implications are clear: the limiting factor is rarely the underlying technology. The real challenge lies in integrating AI into daily processes in a way that supports, rather than disrupts, the work of experienced declarants. The history of technological


change offers a useful parallel. During the early industrial revolution, mechanised looms promised rapid productivity gains.


clear accountability frameworks. In practice, this means that AI is treated not as a plug-and-play automation tool, but as a continuous operational partnership. Experience from European


customs teams illustrates this point. Deployments supported by active vendor involvement tend to scale more reliably, particularly in environments with high document diversity or volumes fluctuate unpredictably. Close collaboration allows technology and operations teams to adjust processes, resolve issues early, maintain accuracy and build user confidence. Decision makers increasingly recognise that the distinction between hype and value is not the sophistication of the algorithm, but the strength of the operational support surrounding it. Executives exploring AI


The reality was more nuanced. Workers and factory owners first had to rethink workflows, skills and division of labour. The well-known Luddite protests were not, as often portrayed, purely anti-technology. Contemporary records show that many protests were directed at poor implementation, deteriorating working conditions and the sudden loss of skilled roles. Once people and machines were properly aligned, productivity increased significantly. The relevance for today’s customs sector is clear: technology creates value only when it is introduced responsibly and supported by those who must use it every day.


In modern customs operations,


accuracy, judgement and regulatory awareness remain essential. AI can reduce repetitive data handling, allowing experts to focus on decisions that genuinely require human insights. This outcome, however, hinges on how the technology is deployed. Organisations that achieve consistent value typically work with technology providers who remain involved beyond the initial ‘go live’ phase. Effective implementations include joint validation on real data, ongoing model refinement in response to operational feedback continuous workflow alignment and


opportunities in customs can benchmark potential solutions by asking three direct questions. First, does the system perform accurately when tested on the organisation’s own operational data, rather than controlled demonstration sets? Second, will the provider take ongoing responsibility for post-deployment performance and process alignment? Third, is the purpose of the technology to enhance the work of declarants rather than position automation as a replacement for expertise? Clear answers to these questions often predict the long-term trajectory of an AI program.


AI can reduce repetitive data handling, allowing experts to focus on decisions that genuinely require human insights. Tis outcome, however, hinges on how the technology is deployed


Customaite is a technology company that works with teams and helps them turn AI from hype into day-to-day performance


Looking ahead to 2030, the real


divide in customs will not only be between those who adopt AI and those who do not. It will be between organisations that treat AI as a genuine operational partner and those that bolt it on and hope for the best. The direction of travel is clear: routine work will disappear, data discipline will determine compliance and digital connectivity will matter just as much as tariff policy. Customs organisations that embrace this shift early will set the pace, while those that cling to manual processes will fall behind. Customaite, a technology company that uses AI to support and automate customs declarations, works with teams already moving in this direction and helps them turn AI from hype into day-to-day performance. More insights about how Customaite can help your company can be found on its website customaite.ai


Explore how AI is reshaping customs work


Trend report, white papers and real case studies at customaite.ai


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28