Hub Group says it’s using artificial intelligence and machine learning to leverage data from its GPS-equipped container fleet to give customers end-to-end visibility, with real-time, dynamic, shipment-level ETAs.

The Oak Brook, Illinois-based supply chain provider says the new service will allow truckers and fleet owners to better track and plan their intercontinental routes across North America.

Internet-connected sensors in containers and trucks relay constant updates, from driver assignments, to ramp arrival and offload status, to dynamic shipment-level ETAs.

Hub Group says machine learning allows it to constantly analyze the transit of freight, evaluating more than 10 million data points, to provide continuous, real-time arrival updates.

Inputs are continually updated based on transit events, truck speed, traffic and weather conditions, and hours of service requirements as well as other variables. This real-time information is delivered in the manner that works best for the customer, whether via API, EDI feeds or Hub Group’s customer portal, Hub Connect.

“As the supply chain grows increasingly more complex, our customers need accuracy and visibility at every step,” said Hub Group CEO David Yeager. “We’re combining our nearly 50 years of supply chain solutions experience with emerging technology to raise the stakes on what a sophisticated supply chain should look like.”