At the recent CBAFF conference in Hawke’s Bay, Mitchell Pham, Chief Digital Officer of TradeWindow, had the privilege of joining a panel discussion on “Tech, Talent & Territory.”  The conversation reinforced what we’ve long believed: our industry sits at a crossroads where technology, talent, and global collaboration must come together if we are to thrive.

AI is moving fast, but people remain at the centre

One of the most significant developments we’re seeing is the rise of agentic AI. AI agents that can perform clearly defined tasks. We’re also seeing strong momentum behind Small Language Models (SLMs), which are being developed for speed and cost-effectiveness in specific use cases.

But here’s the truth: data is still the foundation.

If you input poor-quality data into any system, you’ll get poor results in return. That’s why at TradeWindow, we’re approaching AI with cautious curiosity. We’re consulting with industry experts to develop Freight.ai for e-commerce and are also expanding into customs brokering and freight forwarding.

The lesson here is that while AI is maturing, it is not a silver bullet. Business will remain people-led for a long time yet. The real question is: how do we equip our people to achieve more with AI?

It’s not AI versus offshoring, it’s both

Some frame this as a binary choice: embrace AI or rely on offshoring. The reality is more complex. AI, though powerful, is still an emerging tool, and many companies have already learned the hard way by rushing in too fast.

At TradeWindow, we believe the right path forward is a blend: leveraging AI to create new efficiencies while also recognising the value of global talent. In practice, this means ensuring our people are augmented by technology, not replaced by it.

The talent challenge we can’t ignore

Our industry faces a pressing succession challenge. Many young digital-natives find the work unappealing, viewing it as manual and low-tech. To attract the next generation, we must reimagine the industry, making it more dynamic, tech-enabled, and globally relevant.

Even as a technology company, we feel the talent competition every day. Investing in digital tools and career growth opportunities isn’t optional; it’s essential.

Global by nature, global by design

There’s a view that avoiding both AI and offshoring, and relying solely on New Zealand-based talent, will safeguard our industry. This view is short-sighted. International trade is inherently global, and businesses that thrive are those that think and operate globally.

New Zealand’s talent pool is limited, and many of our top individuals eventually take their skills overseas. To stay competitive, we must attract local talent and welcome working with talented colleagues abroad. At TradeWindow, our team spans New Zealand, Australia, the Philippines, Indonesia, Singapore, Vietnam, and the USA, and this diversity is one of our greatest strengths.

Lessons for business leaders

If you’re a business leader considering how to approach AI and offshoring, here are a few recommendations:

• Treat AI as inevitable: Like blockchain and other disruptive technologies, it will evolve, mature, and integrate into our industry.
• Select your partners wisely: Don’t chase the hype. Work with reputable organisations that can help you implement AI responsibly.
• Invest in your people: AI should be a tool that empowers, not threatens. At TradeWindow, we’re committed to upskilling our team in AI so they can grow alongside our business.

The way forward

The intersection of tech, talent, and territory isn’t a choice between one or the other; it’s about harnessing all three. AI will accelerate what’s possible. Offshoring will connect us to talent and opportunities beyond our borders. And our people will remain the key to bringing it all together.

This is the future of trade. Not AI replacing people, but AI empowering people. Not borders limiting us, but borders becoming more seamless. And not an industry struggling to attract young talent, but one that excites and inspires the next generation to build global careers.