How WiseTech Is Compounding Advantages Across Global Trade

For three decades, WiseTech Global has been quietly powering the movement of goods around the world, but the biggest transformation in the company's history may still be ahead.

In this episode of Supply Chain Now, Scott W. Luton and Wiley Jones are joined by Zubin Appoo, Chief Executive Officer at WiseTech Global, Australia's largest ASX-listed technology firm and the world's leading logistics, supply chain, and global trade technology company. Together, they explore what it truly means to build digital infrastructure for the global supply chain, from customs brokerage and freight forwarding to the full end-to-end trade lifecycle following WiseTech's landmark acquisition of e2open.

Zubin draws on nearly 25 years of experience, including 15 foundational years at WiseTech and seven years leading social purpose businesses, to make the case for being AI-first rather than AI-assisted. He also unpacks how decades of proprietary data, combined with large language models, are enabling WiseTech to solve problems that were previously out of reach, faster and more powerfully than ever before.

Zubin also shares the leadership philosophy that has guided him across every role: reward success, reward failure, punish inaction. It's a mindset built for an era where the pace of change demands bold experimentation, deep problem-solving, and the courage to challenge assumptions that have gone unquestioned for years.

Jump into the conversation:

(00:00) Intro

(01:56) About the enterprise unleashed series

(06:50) Zubin's background & career journey

(08:24) What Zubin loves most about being CEO

(11:13) What WiseTech does for the world

(15:18) Big opportunities for a global supply chain infrastructure company

(20:48) WiseTech's acquisition strategy & AI-powered domain expertise

(25:27) Embedding AI Into core workflows

(31:43) Deploying AI at global platform scale

(40:11) Experimentation culture: reward success, reward failure, punish inaction

Additional Links & Resources:

• Connect with Zubin Appoo: https://www.linkedin.com/in/zubinappoo/
• Connect with Wiley Jones: https://www.linkedin.com/in/wileycwjones/
• Learn more about WiseTech Global: https://www.wisetechglobal.com/
• Learn more about Doss: https://www.doss.com/
• Learn more about CargoWise: https://www.cargowise.com/
• Learn more about e2open: https://www.e2open.com/
• Learn more about our hosts: https://supplychainnow.com/about
• Learn more about Supply Chain Now: https://supplychainnow.com
• Watch and listen to more Supply Chain Now episodes here: https://supplychainnow.com/program/supply-chain-now
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• WEBINAR- How “Almost Right” Shipping Decisions Turn Into Six-Figure Losses: https://bit.ly/4mMov2T

This episode was hosted by Scott Luton and Wiley Jones and produced by Trisha Cordes, Joshua Miranda, and Amanda Luton. For additional information, please visit our dedicated show page at: https://supplychainnow.com/wisetech-compounding-advantages-across-global-trade-1576

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