AI is often presented as the answer to inefficiency in customs and logistics. But while the technology continues to improve, the biggest difference between success and failure in AI projects remains human. In this session, Wim Van Emelen, CCO of Customaite, shares practical insights from AI deployments across Europe and the UK. He explains how trust, explainability and user ownership play a greater role than algorithms in driving real impact. Expect a frank, experience-based view on what it takes to embed AI in complex and high-pressure workflows, where compliance, speed and change fatigue all need to be managed. Participants will walk away with concrete strategies for leading successful AI adoption in their own organisations, especially in environments that still rely heavily on manual processes and regulatory knowledge.