There’s a growing buzz around AI - promising breakthroughs, automation, and a future of faster, smarter operations. But amid the excitement, it’s important to stay grounded. AI is a powerful tool, not a silver bullet. In operations - especially within complex, multi-regional environments like transportation and business travel - we must be realistic about its role.
At the ERA Group Transport and Logistics Showcase last month, I joined industry leaders and discussed the role of AI in operational settings. What became clear from the conversations was a shared understanding that while AI is a powerful tool, it’s far from a one-size-fits-all solution. Enthusiasm for AI is high, but so is uncertainty about its true capabilities. We need to move beyond the hype and approach its adoption with a healthy dose of realism.
The ground transportation industry is built on high-touch service, trust, and localised delivery. Every city, every country, operates with its own cultural and logistical nuances. Standardising solutions across borders sounds efficient in theory, but in practice, it overlooks the very complexity that makes great service possible. In this space, decisions need to be fast, accurate, and human-centric. This is where human-focused operations remain critical - whether it’s real-time monitoring, decision-making, or managing end-to-end delivery from Booking to Billing.
AI will absolutely enhance how we work. It will help us optimise tasks, scale faster, and respond to demand with greater agility. However, we view AI as an enabler, not a replacement. Just as past waves of technology have supported our evolution, AI will empower our teams to do more, with greater precision and less friction. But the idea that AI should fully automate critical decision-making, particularly in real-time disruption scenarios, is not only impractical but also poses significant risks.
At CMAC Group, we operate in a world where disruption is a constant - whether it's a cancelled flight, planned engineering works, or a sudden change in customer requirements. Our teams across Europe are responsible for mobilising ground transport solutions at speed, often across multiple regions and regulatory environments. In these moments, human judgment, adaptability, and expertise are essential.
AI certainly has the potential to enhance system configuration, monitor for errors, and process vast quantities of data that would otherwise be time-consuming for human teams to handle. But, as the conversations at the ERA Showcase highlighted, AI is best viewed as a co-pilot, not the captain. It can help us monitor and analyse data quickly, but it should never take full control of critical decisions, especially when the stakes are high.
The value of CMAC’s operations lies not just in what we deliver, but in how we deliver it - with people who understand local contexts, build relationships, and solve problems in real-time. As we embrace AI, we will continue investing in people because they are, and always will be, at the centre of exceptional service.
