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New Study Finds 60% Technology and 40% Human Expertise is Ideal Balance for Supply Chains

As technology continues to transform the workforce and logistics professionals navigate a rapidly changing supply chain, Coyote Logistics, a leading global third-party logistics (3PL) provider, today released the results of its proprietary Tech + Humanity research study.

Conducted in partnership with third-party market research firm, Martec, the survey revealed that a balance of 60% technology and 40% human expertise is needed to optimally manage supply chains, reaffirming Coyote’s longstanding position that the two must go together to succeed in an evolving world.

Tasks handled by technology vs Tasks handled by humans pie chart

“At Coyote, we know that the supply chain of the future requires a blend of both technology and human support – not one or the other,” said Christina Bottis, Chief Marketing Officer, Coyote Logistics.

“As an authority in the logistics industry and a leading developer of innovative supply chain solutions, we are uniquely positioned to offer the expertise needed to enable shippers and carriers to leverage this optimal balance between human and technology capabilities. The data from Tech + Humanity provides insight into how we can best equip them with tools and resources they need as their businesses evolve.”

The survey explores perceptions from shippers and carriers about the evolution toward a more digital world and sheds a light on how technology and human expertise complement each other in the supply chain.

"The supply chain of the future requires a blend of both technology and human support – not one or the other.”

- Christina Bottis, CMO, Coyote Logistics

In conjunction with the survey, Coyote also released an online Tech + Humanity assessment that enables shippers and carriers to find out which they favor more – technology or human expertise.


Download the Research Report


Striking a Balance

To better understand how shippers and carriers can strengthen efficiencies in their supply chains, Tech + Humanity analyzed which of 13 tasks are best suited for human expertise, which functions can be optimized with technology and which require a combination of both.

The results demonstrate that human expertise is irreplaceable in creative, decision-making and strategic-thinking tasks, such as communicating with customers and resolving shipment and delivery problems.

Regarding automation, shippers and carriers reported that technology is best positioned to strengthen operational functions such as managing inventory and booking shipments.

However, while the study illustrates the many opportunities to incorporate technology into the supply chain, respondents did not identify any functions that they believe are best served only by technology.

Instead, shippers and carriers advocated for a 60:40 mix of technology and human expertise in supply chain tasks.

Shipper Preferences: Human vs. Technology vs. Both bar chart

“The best results happen when technology and humans are all working together, as we focus on keeping up with the changing demands of the market and consumer. Neither can exist in a silo,” Bottis said.

“Technology provides visibility and data that’s critical to building a supply chain strategy, while human expertise is the key to unlocking the real value of the tools, synthesizing data into actionable supply chain initiatives and making the best strategic decisions for the business.”


What This Means for Shippers and Carriers

To achieve the ideal blend of technology and human support, shippers and carriers should begin by evaluating their current supply chains to identify which tasks technology can handle, and which are best left for human engagement.

From there, supply chain professionals should investigate opportunities to increase efficiency and identify gaps in the business that technology or skilled talent can fulfill.

The best results happen when technology and humans are all working together. Neither can exist in a silo.

To download the full results of the study, which includes breakdowns of the data by shipper and carrier, as well as by size and job function, or to stream a recording of a webinar about the research, which will be broadcast live today here at 11 a.m. CT and available online following the broadcast, please visit the Tech + Humanity resource center. 




Coyote Logistics is a leading global third-party logistics provider that combines a diverse, centralized transportation marketplace matching more than 10,000 shipments every day. Coyote offers a comprehensive multi-modal solutions portfolio—including truckload, less than truckload (LTL) and intermodal—with data intelligence and market insights to help empower our customers’ business growth in a rapidly changing world. Coyote became a UPS company in 2015, adding to our expanding portfolio of global services. Headquartered in Chicago, Coyote has more than 3,000 employees operating in 20 offices worldwide. For more information, please visit:



The Martec Group specializes in solving difficult problems. Our approach to market research ensures that our clients receive a deeper understanding of their customers, markets and opportunities. We’ve completed thousands of projects in B2B and B2C markets during our 35 years in business. We collaborate with our clients to customize each project to suit their needs and take a consultative approach to each client relationship. Our office locations include Chicago, Detroit, Frankfurt, Shanghai and Beijing. Please visit:


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Media Contact for Coyote:

Bill Theis

Corporate Communications, Coyote

(773) 799-2510