1353. #TFCP - Build or Buy AI? When Custom Tech Beats Off-the-Shelf Software

Are you chasing AI because it sounds good, or because it actually solves a real problem in your freight brokerage? And are you protecting your data, your margins, and your relationships while you do it?  Let's hear the real cost of AI in transportation and why proprietary AI and workflow automation can be a smarter long-term play in this episode with Herbert Orellana of Avanza BPO & Nearshoring and Sterling Engelhard of Data Gurus Group.  We discuss AI adoption in freight brokerage, data security, private AI models, why optimizing your internal processes has to come before automation if you want real ROI, nearshore AI development, how logistics-focused teams can help control costs and protect data ownership, and why 90% of brokerage work can be automated—but the human touch is still the competitive edge that builds trust with shippers and carriers!   Herbert Orellana Co‑Founder and COO of Avanza began his career at GlobalTranz in Scottsdale, AZ, where he thrived in a fast‑paced, tech‑driven freight brokerage environment. At Avanza, Herbert has been pivotal in scaling operations in Honduras, replicating the high‑pressure, SLA‑driven culture of American 3PLs within a nearshore model. His focus is on strategy and client success, partnering with 3PLs and FreightTech companies to design and build high‑performing nearshore teams that drive growth and efficiency.   Sterling Engelhard Seasoned technology leader with 15+ years of experience building and scaling engineering, data, and product teams across North America and LATAM. He is an expert in nearshore software delivery models, helping companies accelerate roadmaps, reduce costs, and improve quality through high-performing LATAM talent. Sterling has successfully scaled multiple software startups, shaping technical strategy, optimizing delivery operations, and leading digital transformation for enterprise clients.   Connect with Herbert and Sterling Website: https://avanzabpo.com/ / https://datagurus.tech/  LinkedIn: https://www.linkedin.com/in/herbert-orellana-099a1abb/ / https://www.linkedin.com/in/sterlingengelhard/   📊📉 Don't miss out on the latest market trends by subscribing to your TOP Transportation Morning Show! 🌎 🎬🎯 #TheFreightCoach Morning Show is LIVE every weekday at 10:30 AM CST to break down transportation industry headlines! Mark your calendars!   To Find Out More About My Freight Services Visit https://freightcoachlogistics.com/   🤝 Shoutout to my sponsors!👇 SPI Logistics | https://spi3pl.com/  Revenova | https://revenova.com/freightcoach/ NMFTA | https://nmfta.org/   Donate to support Stacy and her family: https://tinyurl.com/36xmxcmr   🚀🔥 To sign up for my Newsletter, go to http://eepurl.com/iNoHco, get in touch with me through the social media channels below, and subscribe to my YouTube Channel!👇   ▶️ https://www.youtube.com/channel/UCjrL70IEnCfDkNaiYMar3jw 📷 https://www.instagram.com/thefreightcoach/  🕊️ https://twitter.com/thefr8coach  💼 https://www.linkedin.com/in/chris-jolly-a183aa6a/