What TCA 2025 Told Us About the Future of Trucking: Talent, Tariffs, and Tech

We just got back from TCA 2025 in Phoenix—and while the espresso martinis at our booth may have made a lasting impression (along with Oz the Mentalist’s mind-blowing performance we’re still trying to figure out), the real magic happened in the conversations.

This year’s event had a certain clarity to it. The industry is facing a convergence of pressure and possibility. From navigating trade uncertainty to attracting younger talent, and from automating manual processes to figuring out what AI means for trucking—carriers are being pushed to evolve, but in a way that feels both cautious and urgent.

Here’s what stood out to us—and what we think is worth keeping an eye on.

Trade Tension and Playing It Safe

Trade wars have companies in a holding pattern. Despite the U.S. having leverage, economic and political volatility is making carriers hesitant to make any big moves. The consensus? Stick with what’s working, and double down where you’re already strong.

That makes efficiency the name of the game—and carriers are focused on tightening up operations rather than experimenting in unknown territory. Innovation is still important, but it needs to be anchored in proven outcomes.

The Next Generation Is Here—But How Do We Keep Them?

Attracting younger talent was a major thread across the event, especially for in-office operations roles. Everyone agreed: the workforce is aging, and it’s time to start building the next bench. But motivating younger generations to jump into trucking—an industry not exactly known for modern perks—is proving to be a challenge.

There was a lot of conversation about how to adapt: flexible work-from-home policies, modern tools, and clear career paths are all part of the equation. We’re also seeing a generational shift in leadership, as second- and third-generation family members step in and look to redefine what the business looks like from the inside out.

The energy is changing. The challenge now is aligning company culture and technology with the expectations of this incoming wave.

Time to Speak the Same Language

One of the more tactical—but important—takeaways was around detention. It became clear that most carriers are calculating it differently, using their own internal methods and terminology—and shippers are struggling to keep up.

This inconsistency is slowing things down and leading to unnecessary friction. A shift toward standardization—of language, of boundaries, of costing methods—is long overdue. Activity-based costing came up as a path forward, especially in helping carriers better define and communicate what fair expectations around detention time should look like.

We couldn’t help but see this as a clear opportunity for automation. When you align on rules, tools like Automation Builder can do the heavy lifting in applying them consistently, reducing errors and manual back-and-forth.

AI: Not Just for Early Adopters Anymore

Of course, AI was everywhere. But this year, it wasn’t about hype—it was about practical adoption. Carriers are actively looking for examples of what’s working and what’s been pressure-tested in the real world.

One panelist framed it perfectly:

“We communicated very early on that these tools were meant to bolster the business, make the company stronger, make it more robust… When people realized that their careers and their livelihoods are tied to the success of the business… our buy-in actually came in pretty quick.”

That idea—using AI not as a replacement but as a growth engine—resonated across multiple sessions. But along with that comes the need for policy. Without one, AI usage becomes a free-for-all. Establishing clear guidelines for how AI is introduced and applied is becoming just as critical as the tools themselves.

There’s real curiosity in the industry right now. Leaders want to know:

• What AI tools are actually built for trucking?
• How long does implementation take?
• What’s coming next?

This isn’t a fringe conversation anymore—it’s the center of the roadmap for many.

A Modern Carrier in Motion

We also had the chance to share the stage with Intelcom to talk about what it means to be a modern carrier today—especially one that operates across multiple modes and divisions. The response made it clear: this is top of mind for many. As operations grow more complex, companies are looking for scalable solutions that give them control and visibility without slowing them down.

Final Thought: Doing More With Less

If we had to summarize TCA 2025 in one phrase, it would be this: doing more with less. Whether that’s automating tasks that used to eat up hours, bringing in younger talent to shape what’s next, or making strategic use of AI to empower—not replace—your team, the message was clear: evolve with intention.

The companies that figure out how to align people, process, and tech will be the ones who don’t just weather what’s coming—but lead through it.