INTEGRATING ARTIFICIAL INTELLIGENCE INTO DIGITAL LOGISTICS COORDINATION: A MODEL BASED ON THE VIBER ECOSYSTEM IN THE UNITED STATES

Abstract

Various models of process coordination are used in logistics, including organisational coordination based on the enterprise and focused on internal business processes, project coordination focused on achieving goals, and coordination of systems to achieve the common goals of various participants in logistics activities. In the context of digitalisation, researching digital coordination in logistics is becoming increasingly relevant in order to understand the key advantages, disadvantages and complexities of the different co-operation models. This article studies the integration of artificial intelligence into digital logistics coordination, including a model based on the US Viber ecosystem. The article highlights trends in the US logistics industry, focusing on transportation and warehousing efficiency. It discusses the characteristics of the domestic logistics services market, focusing on co-operation and coordination. The decline in the efficiency of the logistics sector between 2018 and 2023 was due to infrastructure problems, such as a reduction in the quality of international transport and issues with timely delivery. The domestic logistics services market is characterised by a growing reliance on “third-party” logistics amid high demand for domestic deliveries and an increase in international shipments. The outsourcing of warehousing and storage services for manufacturers' goods is becoming increasingly important and is contributing to the development of "multilateral" logistics. Under these conditions, coordination and information exchange in logistics will become more important, necessitating the development of digital communication channels to enable the rapid transfer of information between the various parties involved in logistics processes. One area of digitalisation in logistics is the integration of artificial intelligence (AI) into processes, contributing to changes in coordination and connections within the industry. AI technologies improve logistics functions by enabling automated demand and supply forecasting, optimising delivery routes, reducing operating costs and automating warehouse processes to reduce order processing times. This paper examines the advantages and disadvantages of digital coordination in logistics using a model based on the Viber ecosystem to establish informal communication. The Viber ecosystem-based communication model is proposed as part of the digital coordination process in logistics. It is a practical approach to the remote synchronisation of simple actions and operations, which are important for the continuity of complex processes and actions.