Digital Readiness: Bridging Innovation with Real-World Terminal Operations

The marine shipping industry has always been at a critical juncture, or so every panel and white paper from the past decade has claimed. But for most terminals, pressure isn’t new. What is new is the widening gap between the expectations of digital transformation and the day-to-day reality on the ground.

Automation, AI and digital systems are often positioned as the future of terminal operations. But let’s be clear: not every terminal wants, or is ready for, a fully automated future. And that doesn’t make them behind. It makes them pragmatic.

The real conversation isn’t about whether you’re “keeping up.” It’s about how terminals can modernize in ways that are practical, sustainable and aligned with their unique goals and resources. Operators need systems that work with the people and infrastructure they already have.

That’s why, rather than asking “Are we ready for innovation?” the more useful question is: What’s standing in the way of progress? And how can we remove those barriers to unlock smarter, more resilient operations?

To cut through assumptions and get a clearer picture of what’s actually happening on the ground, Tideworks Technology conducted a global survey of marine terminal executives. The results revealed a critical truth: while the ambition to modernize is strong, many terminals are still constrained by foundational setbacks. The gap isn’t in vision, it’s in execution.

The Reality on the Ground

While there is a clear interest in digital innovation, many terminals are still working through basic challenges: integration issues, data blind spots and fragmented systems. The survey found that more than 65% of terminal leaders consider yard utilization their top operational challenge, with an equal number citing gate operations as the most “data-starved” area of their terminal. While 89% of respondents utilize TOS and planning tools, only 31% leverage real-time analytics. This disconnect highlights that there is a lack of digital infrastructure needed to adopt planning tools.

Turning innovation into execution remains a work in progress. Over half (53%) of terminals face internal integration issues, and nearly as many (46%) struggle with external compatibility. Although 75% focus on reducing unproductive container moves, more than 55% still rely on spreadsheets to manage core operations. Nearly 45% also lack real-time visibility altogether. What’s clear is that the desire to innovate is strong, but without addressing core operational hurdles, progress will lag behind or remain out of reach.

Enabling Intuitive Systems

Not every terminal has the resources of a large global terminal operator with a dedicated IT department. Many terminals operate with lean teams who are balancing competing priorities, often without the support of large IT departments. And not every terminal is chasing a fully autonomous future.

Half of the terminals surveyed reported that many of their staff require more expertise in data analytics. For these operators, success isn’t measured in abstract innovation metrics; it’s measured in gate turn times, cost per move and system reliability. That’s why digital systems must be intuitive, adaptable and aligned with how terminals operate. Technology should support operators, not overburden them and earn its place as a daily operational asset.

A key part of this vision is extensibility. Terminal operators should be able to extend and enhance their systems on their own terms instead of waiting for a vendor update or costly integration. Whether that’s through internal teams, third-party partners or direct collaboration with a TOS provider, extensibility breaks the cycle of dependency that has historically slowed innovation or forced terminals into a direction that’s not right for them. In an industry where operations evolve slowly and cautiously, this level of flexibility is long overdue. And with flexibility comes a need for clean, connected data, especially as the use of AI is becoming more integrated.

AI Starts with Clean Data

There’s no question that AI has the potential to reshape how terminals plan, allocate and optimize. But even the most advanced AI models can’t deliver results without high-quality data. Just like a master chef can’t create a dish with spoiled ingredients. It makes an entertaining show, but it is not sustainable for a hungry dining room.

For terminal operators, building a reliable data infrastructure means starting with the fundamentals: clean, consistent and accessible data foundations. Operators should regularly audit their existing systems for data quality and assess whether their current systems allow them to scale or if they are locked into rigid frameworks that limit adaptability. You can’t add intelligence on top of chaos. The path to AI-readiness starts with thoughtful, disciplined data management.

Preparing for What’s Next

This isn’t a new turning point for the industry, it’s a long overdue shift toward practical, operator-led innovation that works in real-world environments.

While the desire to modernize is strong, meaningful progress depends on strengthening the foundation first. This means accessible systems, quality data and tools that support people, not replace them. Looking ahead, success won’t be measured by how futuristic your technology looks, but by how well it works for your teams, your operations and your customers. True digital readiness means having the right data, the right tools and the right partners. It means choosing systems that grow with you, not ones that constrain you or outpace your needs.

Source: By Tideworks Technology