When AI and automation meets expertise: Why customs still needs the human touch.

Not at all. But the relationship between technology and expertise is shifting. Professionals increasingly manage the interplay between automated workflows, AI-generated outputs, internal teams, and external stakeholders. In other words, the modern customs expert becomes the person who governs, verifies and explains what automated systems propose.

AI’s promise & practical limits

Governments, trade authorities and economic operators like Gaston Schul are embracing AI to streamline processes, improve risk targeting, and strengthen trade facilitation. In practice, the value is not just “security” in a narrow sense: it’s also about better compliance and fraud reduction, faster detection of anomalies, and more consistent handling of high volumes of declarations. However, AI-driven automation often works probabilistically. It predicts the “most likely” answer based on patterns in data. That probability-based nature of AI models is precisely why expert knowledge becomes more important, not less: someone must be able to challenge outputs, trace assumptions, manage exceptions, and ensure accountability. The same characteristics that make AI useful also create constraints:

• Explainability remains limited (especially with complex models), while customs decisions often need to be justified.
• Bias and data-quality dependency can lead to systematic errors at scale.
• Security and privacy risks increase as more sensitive trade data is centralised and modelled.
• Over-reliance can weaken vigilance, especially if humans treat AI outputs as “truth” rather than “a recommendation.”

In short: GenAI automation helps, but it doesn’t solve everything.

Why human expertise still matters

AI may be able to classify a product, flag a shipment or crunch large volumes of data, but it cannot fully replace contextual judgement, regulatory interpretation, relationship-building or strategic advice. Humans provide context that AI models may not fully grasp, such as geopolitical factors, cultural nuances or exceptional circumstances affecting trade practices.

Moreover, AI-only decisions may lack transparency because in complex models it can be difficult to trace how inputs lead to outputs. Without clear explanations, it becomes challenging to justify decisions, especially in legal and compliance contexts where accountability is required. Including human expertise allows for explanations and rationales of how decisions are made, which is essential for transparency and accountability, and critical in legal and compliance contexts.

But we should be equally honest about the other side: humans are also not consistently objective decision-makers. Research and real-world experience show that people suffer from decision fatigue and other situational influences that can affect judgement. This is one reason why decision support through AI can be valuable, provided it’s implemented with strong regulations, transparency and surveillance, not just strong tech.

The evolving role of the customs broker

Customs brokers, like Gaston Schul, have long been the bridge between importers, exporters, LSP’s and government agencies. Their main responsibilities include preparing and submitting customs documentation, ensuring compliance with trade regulations, and facilitating the smooth movement of goods across borders.

Traditionally, this involved mountains of paperwork, long hours of manual data entry, and constant communication with clients and customs officials. However, the rise of technology and AI can help to overcome these traditional challenges of operational delays, fragmented data sources and complex compliance requirements. The use of AI and automated processes can free up time to focus on more strategic aspects. These aspects can include: providing expert guidance on navigating complex trade regulations and using data insights to help clients optimize supply chains and reduce costs.

Putting it all together

A better question than “Will AI replace brokers?” is: How do brokers use AI to increase the value they deliver? Customs is not only a clearance step; it impacts cost, continuity, reputation and risk. The goal is to keep trade moving while preventing avoidable penalties, delays, audits, or structural inefficiencies. There are multiple practical moves with the help of AI that custom brokers can make to create measurable impact:

1. Automate the routine, but keep humans where judgement and accountability matter. AI can process vast data, but when a rule changes, an unusual case appears, or legal interpretation is required, the broker steps in.
2. Use insights to reduce cost beyond the obvious. Not just “fewer errors”, but lower total landed cost through better structuring, fewer holds, fewer corrective declarations, better predictability, and smarter supply-chain decisions.
3. Be the interface between client, customs authorities and technology. Brokers will increasingly manage the interplay of software tools, customs systems and trade operations, guiding clients through change, and ensuring compliance and business results.

Conclusion

In the era of digital customs and AI-enhanced clearance, the role of the customs broker is neither obsolete nor marginalised. On the contrary: it becomes more relevant. Because automation can handle tasks, but not replace strategic judgement, regulatory nuance, bespoke advice or the trust relationship that clients need. For firms such as ours at Gaston Schul, the message is clear: Invest in technology, yes, but even more, invest in people. The future of customs brokerage lies in the synergy of human intelligence and machine efficiency.

At Gaston Schul, we don’t just talk about innovation, we integrate it. AI already plays a growing role in our operational customs services, supporting our brokers with smarter data handling and predictive insights. But our commitment goes further: with AI we are boosting the value delivered to Customers. This is achieved by leveraging AI technology in all our departments including Compliance and Advisory. By continuously embracing technological and AI advancements, Gaston Schul ensures its people, and its clients, benefit from the best of both worlds: high quality human expertise powered by intelligent technology.