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In the first episode of the Portcast podcast, Maxime Reau, Sales Manager at Portcast, sits down with Danny van der Ster, Supply Chain Operations Director at ASSA ABLOY, to discuss the future of logistics, supply chain visibility, and the role of AI in making global supply chains more resilient. From navigating acquisitions to embracing real-time tracking and AI-driven decision-making, this conversation is packed with insights for logistics professionals.
Key takeaways from the discussion
Logistics: A childhood passion turned into a career
Danny’s fascination with logistics started in Rotterdam, where he grew up watching the bustling port. This early interest turned into a career focused on managing complex supply chains across Europe and beyond.
The challenges of rapid growth & acquisitions
ASSA ABLOY acquires a new company every two weeks, presenting immense challenges in integrating different supply chain models, IT systems, and logistics strategies. Danny emphasizes the importance of agility in managing this dynamic environment.
Why Supply Chain Visibility is no longer a ‘nice to have’
Supply chain disruptions—whether due to COVID-19, the Red Sea crisis, or trade restrictions—have made real-time Visibility essential. Businesses can no longer rely on outdated tracking from carriers. Instead, AI-powered Predictive Visibility helps companies anticipate delays and take proactive measures.
Customers now expect the same level of tracking they get when ordering a pizza or an Amazon package. Companies that fail to invest in visibility risk being left behind.
The evolution of Supply Chain tech: B2B is catching up
Unlike B2C companies like Amazon and food delivery apps, where consumers track every step, many B2B companies still operate with limited transparency. But that’s changing fast—data lakes, AI-powered insights, and predictive analytics are transforming the industry.
AI in Logistics: A ‘happy marriage,’ not a replacement
Danny sees AI as an enabler rather than a threat. The key challenge is not drowning in data but making it actionable. AI can help filter out noise, highlight only critical exceptions, and even suggest alternative solutions for delays. He stresses that businesses must be selective about which data actually adds value.
Ocean Vs. Air Freight: Different tracking needs
While ocean freight visibility benefits from tracking vessel movements every few hours, air freight requires more real-time updates due to shorter transit times. But does every logistics team need to track a plane’s position in real-time? Not necessarily—milestone updates matter more than constant GPS tracking.
The future: From Visibility to execution centres
Instead of overwhelming logistics teams with every minor delay, AI should focus on exceptions that impact operations. If a shipment delay doesn’t affect inventory levels, it might not even need to be flagged.
Supply chain visibility is just the foundation. The future lies in execution centres that don’t just highlight delays but also suggest corrective actions—automating decisions and enabling companies to stay ahead of disruptions.
Sustainability and the shift in global logistics
Danny predicts major shifts in supply chain strategies due to environmental concerns. With regulations tightening and CO₂ emissions becoming a bigger factor, companies will look for new ways to optimize logistics—including nearshoring, 3D printing, and sustainable shipping routes.
Final thought: Embrace technology or get left behind
The conversation ends with a clear message: Embrace technology or risk falling behind. Supply chain disruptions are inevitable, but businesses that leverage data, AI, and real-time insights will be the ones that thrive.
Want to hear the entire conversation? Listen to the complete podcast here: https://youtu.be/H7kyjXfYZ3Y
