Is It Really Machine Learning? How to Tell If Your Last-Mile Tech is the Real Deal

2025 will be remembered for many things — the rise of AI copilots, sweeping automation across logistics, and an industry-wide push for operational efficiency. But in the world of buzzwords, “machine learning” is still one of the most overused (and misunderstood) terms in the game.

Machine learning — a subfield of artificial intelligence — refers to systems that learn from data to make predictions and optimize outcomes. In the context of last-mile delivery, that means better routing decisions, more accurate ETAs, improved fleet utilization, and ultimately, happier customers.

But here’s the catch: not all “AI-powered” platforms actually use machine learning in a meaningful way. As the hype grows, so do vague claims from software vendors hoping to capitalize on the trend. The result? Confusion, wasted investment, and missed opportunities for real transformation.

If you’re evaluating routing or dispatch solutions and a vendor brings up machine learning, take it as your cue to dig deeper. The key is to move beyond the buzzword and get clarity on how (or if) their system truly uses ML today — not just in theory.

Here are a few questions to help separate signal from noise:

• Where and how is machine learning used in your platform today?

• What measurable benefits is it delivering to current customers?

• How do you gather and maintain the data that trains your ML models?

• What’s the minimum dataset needed to generate accurate outcomes?

• How does your ML improve routing quality, fleet efficiency, and on-time performance?

• Can it support onboarding new drivers by learning and adapting to real-world behavior?

• Can you explain how your ML models work — in simple terms?

(If the answer sounds like a dodge or a jargon-filled sales pitch, that’s a red flag.)

At Wise Systems, machine learning is not a nice-to-have — it’s core to everything we do. From predicting optimal routes based on evolving real-world conditions to learning from millions of deliveries to improve performance over time, ML is embedded into our Strategic Planner, Route Planner, and Dispatcher workflows. It’s how we help customers reduce costs, increase service consistency, and prepare for a more dynamic future.

As the last mile continues to evolve, don’t settle for vague promises. Demand clarity, proof, and real innovation. Machine learning has the potential to transform your operations — but only if it’s truly there.