Take the Blindfold Off Your Warehouse Operation
How AI Levels the Playing Field So You Can Compete Against Giants (and Win)
AI isn’t coming to logistics. It’s already here, and it’s changing everything.
In this conversation, OneTrack CEO, Marc Gyöngyösi, is joined by logistics veteran, Chris Kane, co-founder of 3PL-Rx, for an eye-opening conversation about the role of AI in redefining how 3PLs operate, scale, and compete.
Chris brings decades of experience building a successful 3PL. He was the Chief Customer Strategy Officer for Kane is Able, a family-owned third-party logistics provider in Scranton, PA that specialized in the consumer packaged goods sector.Â
Now, through 3PL-Rx, he’s helping a new generation of logistics providers adopt emerging technologies and best practices.
In this episode:
- Why AI isn’t an incremental improvement, it’s a whole new way of working.
- The power of AI agents to handle continuous improvement, labor management, and safety at scale
- Real examples of 3PLs using AI to be more productive
Marc and Chris pull back the curtain on what AI actually looks like in day-to-day operations: from pre-shift safety briefings delivered by AI agents, to automatically generated customer performance reports, and scaling your best employee across every site without additional overhead.
Listen now to discover why the next great 3PL won’t be the biggest, it’ll be the smartest.
About 3PL-Rx
3PL-Rx helps third-party logistics providers strengthen their operations and stay competitive. From benchmarking and sales strategies to AI, labor, and sustainability, 3PL-Rx delivers practical insights and guidance for navigating today’s rapidly changing supply chain landscape.
‍Transcript
Marc: Chris, thanks so much for joining us here today. It's a pleasure to have you.
Chris: It's my pleasure, Marc. Thanks for inviting me.
Marc: Well, I’m really excited about today’s conversation. My name is Marc, I’m the CEO and founder of OneTrack, and I’ve been building this business since 2017, learning a lot about logistics, supply chain, and 3PLs along the way.
Today I’m joined by Chris Kane. Chris, maybe you want to do a quick introduction of who you are, your experience, and how it dwarfs my years of experience in 3PL?
Chris: Sure. I had a long career in 3PL. We started a family business in 1930 with just one truck. In 1955, we expanded into warehousing. I was part of the third generation that grew the company from local to regional to national, and ultimately it became part of the international company ID Logistics.
Once you get exposed to this business, you can never leave it. So, I was looking for something new. I still have a lot of contact with 3PLs around the country and saw a niche for a boutique firm. That became 3PL Rx, a platform my son and I built using AI to gather resources across all vital areas of a 3PL’s business.
Emerging technologies are a big driver of what we’re focusing on — which is why us having this conversation today makes sense.
Marc: We’ll be talking a lot about AI. Exciting to hear you’re using it now at 3PL Rx. But before we get into AI and the future, I’d love to go back. If you look at the early days of the family business, what has changed in terms of technology?
Chris: It blows my mind. When I started, everything was done with clipboards and paper. Supervisors spent time on the floor coaching. Then data became valuable — but that pulled supervisors into offices, away from the floor, before mobile tech existed.
Everyone knows being connected with teammates on the floor is critical for safety, productivity, and culture. Culture really separates 3PLs. Today, the tech that’s coming is phenomenal, and we’re just at the beginning.
Marc: Really interesting you mention culture. I’ve heard this a lot. 3PLs are people-centered businesses. People are at the core of what makes clients successful. What does culture mean in a 3PL?
Chris: Culture is what separates us. Anyone can buy a building or technology, but it still comes back to people operating that technology and equipment.
We’ve always emphasized our associates. Good 3PLs today use technology to assist associates, make their jobs better, and improve job quality. Warehouse roles are now more sophisticated — people are operating tech, and that makes the jobs more appealing.
Marc: We see that all the time. New tech streamlines operations but also introduces complexity and change management. Suddenly you need people who can analyze data.
That’s where AI excites us — it automates analysis, reduces time spent in dashboards, and lets teams focus on people. And like you said: culture and people remain constant in logistics.
There’s always been pressure on logistics. But have you ever seen anything like right now?
Chris: No. The uncertainty in the economy has customers pausing and hesitating. It’s unprecedented. With uncertainty comes caution.
So the key is: how do we justify technology spend and deliver value? AI isn’t always top of mind for executives, so you have to show the low-hanging fruit.
Marc: Exactly. We’ve never had a point in time like this — external pressures plus AI maturing at the same time.
Technology in the past was incremental. AI isn’t incremental — it changes how work gets done. Instead of hiring more people, you can scale your best people across your entire organization through AI.
Whoever figures this out at scale first, big or small, will dominate. Because now, growth isn’t tied to headcount — it’s exponential. But it has to be real: accurate data, solving meaningful problems.
Chris: For smaller or mid-size 3PLs, pulling the trigger on new tech is a major change. What hesitation do you see?
Marc: Honestly, I don’t think anyone should hesitate. Start small. Every employee should already be using GPT-like tools for their day-to-day work.
This builds skill and knowledge that will be essential. In the future, everyone will interact with AI daily. If you’re not embracing it, what are you doing?
Chris: And 3PLs always wonder: are we managing the right data?
Marc: Exactly. That’s the point. AI streamlines data and ensures focus on what matters most: safety, productivity, quality.
Today, most people think of AI as chatbots. But the real value is when AI takes actions — scheduling work, analyzing data, running reviews. Like hiring a smart person, giving them context, data, and goals, and letting them execute.
With OneTrack, you give AI the data and ability to act. Your warehouse becomes a digital partner. That changes everything.
Chris: And if you’re sitting on the sidelines, you’ll be left behind. Competitors adopting AI will outpace you.
Marc: Especially smaller players. This levels the playing field. Smaller 3PLs are more agile, know their people, and can implement faster.
Larger players have the same opportunity, but they move slower. Those who act first will outpace everyone.
Chris: At ProMat I saw the floor filled with robotics. But what about digital automation? Everyone thinks automation means robots.
Marc: Exactly. Robots have their place, but they’ve been around forever. The bigger low-hanging fruit is understanding your operations better with data.
Instead of spending millions on hardware that may be outdated in three years, invest in visibility and effortless operations: people focusing on people, while the system handles documentation, training, zoning, fleet management, and headcount planning.
Chris: Safety was always our #1 priority. How do AI and safety integrate?
Marc: Great example: OneTrack flags incidents like a driver using a phone, hands outside the compartment, or not looking in direction of travel.
Traditionally, supervisors have to coach case by case. With AI agents, the pre-shift briefing is automatically prepared: “Here are the three topics to talk about.” It even highlights positives — like recognizing someone for improving.
That positive reinforcement strengthens culture.
Chris: And 3PLs always ask: will this integrate with my systems?
Marc: Integration gets easier by the day. We’ve pulled data from AS400 systems and modern WMS alike. The key is accurate data capture — who, what, when, where.
You don’t need a new WMS. In fact, WMS as we know it will change dramatically. Operations should be effortless. If a human can understand the data, AI can too.
Chris: And you’re implementing this in real 3PLs today?
Marc: Yes. Since 2018 we’ve deployed in hundreds of warehouses across North America. Tens of thousands of people are kept safe and productive daily.
The new game-changer is AI agents automating busy work: labor analysis, fleet utilization, coaching reviews, even spotting aisle-jumping.
It’s live, in production, today.
Chris: And employees embrace it?
Marc: Yes, because it’s real time. Instead of waiting for a weekly report, they get feedback instantly and can improve that same shift.
It creates buy-in from both associates and managers.
Chris: And what about customer-facing benefits?
Marc: Huge. Some of our customers use AI to generate the insights they present back to their customers in reviews: productivity, safety, ongoing projects.
That strengthens relationships and wins new business.
Chris: 3PLs deal with the most diverse product mixes. That’s where AI can really step in.
Marc: Exactly. In the past, big global providers won contracts just by selling tech. Now, smaller players can level the field with AI.
The role of 3PLs is changing: they’ll manage thousands of AI agents across the supply chain, ensuring product integrity end-to-end.
Chris: That’s a game changer.
Marc: One recent example: we tracked a pallet from the production line in North Carolina to a DC in California, and then into another customer’s DC in Nevada — complete visibility with video proof.
That’s the power of combining data capture, AI analysis, and execution.
Chris: So, tell me: what’s next for 3PL Rx?
Chris: We’re focused on helping 3PLs — especially small and mid-size — keep up with emerging tech. We built an exchange platform to share resources on safety, productivity, real estate, and more.
We’re building databases of 3PLs and suppliers, plus running newsletters, webinars, and now podcasts. It’s all about helping them compete and grow like we did.
Marc: That’s incredible. Logistics needs long-term vision, and platforms like yours make that possible.
Chris: And the pace of AI is staggering. Three months from now the landscape will already look different.
Marc: Exactly. What a time to be alive. The AI infrastructure is built — now it’s up to 3PLs to execute with it.
Chris: And it levels the playing field for small to mid-size 3PLs. That’s our base, and I’m excited.
Marc: For listeners — how can they find you?
Chris: Our website is 3plrx.com. We put out a monthly spotlight newsletter, host webinars, and now podcasts. We’re sharing insights with over 1,000 3PLs, and growing.
Marc: Amazing. Thank you so much for joining us today.
Chris: Thanks, Marc. Let’s do it again — there’s more to come.
Marc: Absolutely.
