Companies turn to AI to navigate Trump tariff turbulence
Artificial intelligence robot looking at futuristic digital data display.
Yuichiro Chino | Moment | Getty Images
Businesses are turning to artificial intelligence tools to help them navigate real-world turbulence in global trade.
Several tech firms told CNBC say they’re deploying the nascent technology to visualize businesses’ global supply chains — from the materials that are used to form products, to where those goods are being shipped from — and understand how they’re affected by U.S. President Donald Trump’s reciprocal tariffs.
Last week, Salesforce said it had developed a new import specialist AI agent that can “instantly process changes for all 20,000 product categories in the U.S. customs system and then take action on them” as needed, to help navigate changes to tariff systems.
Engineers at the U.S. software giant used the Harmonized Tariff Schedule, a 4,400-page document of tariffs on goods imported to the U.S., to inform answers generated by the agent.
“The sheer pace and complexity of global tariff changes make it nearly impossible for most businesses to keep up manually,” Eric Loeb, executive vice president of government affairs at Salesforce, told CNBC. “In the past, companies might have relied on small teams of in-house experts to keep pace.”
Firms say that AI systems are enabling them to take decisions on adjustments to their global supply chains much faster.
Andrew Bell, chief product officer of supply chain management software firm Kinaxis, said that manufacturers and distributors looking to inform their response to tariffs are using his firm’s machine learning technology to assess their products and the materials that go into them, as well as external signals like news articles and macroeconomic data.
“With that information, we can start doing some of those simulations of, here is a particular part that is in your build material that has a significant tariff. If you switched to using this other part instead, what would the impact be overall?” Bell told CNBC.
‘AI’s moment to shine’
Trump’s tariffs list — which covers dozens of countries — has forced companies to rethink their supply chains and pricing, with the likes of Walmart and Nike already raising prices on some products. The U.S. imported about $3.3 trillion of goods in 2024, according to census data.
Uncertainty from the U.S. tariff measures “actually probably presents AI’s moment to shine,” Zack Kass, a futurist and former head of OpenAI’s go-to-market strategy, told CNBC’s Silvia Amaro at the Ambrosetti Forum in Italy last month.
“If you wonder how hard things could get without AI vis-a-vis automation, and what would happen in a world where you can’t just employ a bunch of people overnight, AI presents this alternative proposal,” he added.
Nagendra Bandaru, managing partner and global head of technology services at Indian IT giant Wipro, said clients are using the company’s agentic AI solutions “to pivot supplier strategies, adjust trade lanes, and manage duty exposure dynamically as policy landscapes evolve.”
Wipro says it uses a range of AI systems — both proprietary and supplied by third parties — from large language models to traditional machine learning and computer vision techniques to inspect physical assets in cross-border transit.
‘Not a silver bullet’
While it preferred to keep company names confidential, Wipro said that firms using its AI products to navigate Trump’s tariffs range from a Fortune 500 electronics manufacturer with factories in Asia to an automotive parts supplier exporting to Europe and North America.
“AI is a powerful enabler — but not a silver bullet,” Bandaru told CNBC. “It doesn’t replace trade policy strategy, it enhances it by transforming global trade from a reactive challenge into a proactive, data-driven advantage.”
AI was already a key investment priority for global firms prior to Trump’s sweeping tariff announcements on April. Nearly three-quarters of business leaders ranked AI and generative AI in their top three technologies for investment in 2025, according to a report by Capgemini published in January.
“There are a number of ways AI can assist companies dealing with the tariffs and resulting uncertainty. But any AI solution’s success will be predicated on the quality of the data it has access to,” Ajay Agarwal, partner at Bain Capital Ventures, told CNBC.
The venture capitalist said that one of his portfolio companies, FourKites, uses supply chain network data with AI to help firms understand the logistics impacts of adjusting suppliers due to tariffs.
“They are working with a number of Fortune 500 companies to leverage their agents for freight and ocean to provide this level of visibility and intelligence,” Agarwal said.
“Switching suppliers may reduce tariffs costs, but might increase lead times and transportation costs,” he added. “In addition, the volatility of the tariffs [has] severely impacted the rates and capacity available in both the ocean and the domestic freight networks.”
WATCH: Former OpenAI exec says tariffs ‘present AI’s moment to shine’
Two Amazon Prime Air MK30 drones collided with a crane on Oct. 2, 2025 in Tolleson, Arizona.
Courtesy: 12News
Amazon is facing federal probes after two of its Prime Air delivery drones collided with a crane in Arizona, prompting the company to temporarily pause drone service in the area.
The incident occurred on Wednesday around 1 p.m. EST in Tolleson, Arizona, a city west of Phoenix. Two MK30 drones crashed into the boom of a stationary construction crane that was in a commercial area just a few miles away from an Amazon warehouse.
One person was evaluated on the scene for possible smoke inhalation, said Sergeant Erik Mendez of the Tolleson Police Department.
“We’re aware of an incident involving two Prime Air drones in Tolleson, Arizona,” Amazon spokesperson Terrence Clark said in a statement. “We’re currently working with the relevant authorities to investigate.”
Both drones sustained “substantial” damage from the collision on Wednesday, which occurred when the aircraft were mid-route, according to preliminary FAA crash reports.
The Federal Aviation Administration and National Transportation Safety Board are investigating the incident. The NTSB didn’t immediately respond to a request for comment.
The drones were believed to be flying northeast back-to-back when they collided with the crane that was being used for roof work on a distribution facility, Tolleson police said in a release. The drones landed in the backyard of a nearby building, according to the release.
The probes come just a few months after Amazon, in January, paused drone deliveries in Tolleson and College Station, Texas, temporarily following two crashes at its Pendleton, Oregon, test site. Those crashes also prompted investigations by the FAA and NTSB. The company resumed deliveries in March after it said it had resolved issues with the drone’s software, CNBC previously reported.
Amazon says its delivery drones are equipped with a sense-and-avoid system that enables them to “detect and stay away from obstacles in the air and on the ground.” The system also allows the aircraft to operate without visual observers over greater distances, the company said.
For over a decade, Amazon has been working to bring to life founder Jeff Bezos’ vision of drones whizzing toothpaste, books and batteries to customers’ doorsteps in 30 minutes or less. But progress has been slow, as Prime Air has only been made available in a handful of U.S. cities.
Amazon has set a goal to deliver 500 million packages by drone per year by the end of the decade.
Aravind Srinivas, chief executive officer Perplexity AI, during a news conference at the SK Telecom Co. headquarters in Seoul, South Korea, on Wednesday, Sept.4, 2024.
SeongJoon Cho | Bloomberg | Getty Images
Perplexity AI on Thursday announced that its artificial-intelligence-powered web browser Comet is available worldwide, and will be free to users.
The Comet browser is designed to serve as a personal assistant that can search the web, organize tabs, draft emails, shop and more, according to Perplexity. The startup initially launched Comet in July to Perplexity Max subscribers for $200 a month, and the waitlist has ballooned to “millions” of people, the company said.
Tune in at 8:10 a.m. ET Friday as Perplexity co-founder and CEO Aravind Srinivas joins CNBC TV to discuss the release of its AI browser Comet to users for free. Watch in real time on CNBC+ or the CNBC Pro stream.
Perplexity’s decision to provide Comet for free could help it attract more users as it works to fend off rivals like Google, OpenAI and Anthropic that have their own AI browser offerings.
In September, Google rolled out Gemini in its Chrome browser, Anthropic announced a browser-based AI agent in August and OpenAI announced Operator, an agent that uses a browser to complete tasks, in January. Perplexity made an unsolicited $34.5 billion bid for Google’s Chrome browser in August.
Perplexity is best known for its AI-powered search engine that gives users simple answers to questions and links out to the original source material on the web. After the company was accused of plagiarizing content from media outlets, it launched a revenue-sharing model with publishers last year.
The company also introduced Comet Plus in August, which is a subscription that gives users access to content from “trusted publishers and journalists,” according to a blog post. Perplexity said Tuesday that CNN, Condé Nast, The Washington Post, Los Angeles Times, Fortune, Le Monde, and Le Figaro are its inaugural publishing partners.
Perplexity said additional features are also on the way. The company teased a mobile version of Comet and a feature called Background Assistant, which can work on multiple tasks simultaneously and asynchronously.
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