JBF Consulting

Every vendor claims AI, but claiming it and delivering it are not the same thing. Some capabilities genuinely improve because of AI; others are the same technology wearing new terminology. The distinction matters because the label itself has become part of the sales pitch. AI claims now shape how buyers judge whether a solution is innovative, future-ready, or worth the investment. This issue of Forward Motion unpacks what buyers need to understand before they invest, our 2026 Sentiment Guides, why WMS implementation now sits at the strategic level, and business integration versus systems integration.

Not everything labeled "AI" is actually AI. Sometimes AI genuinely improves an existing capability. Other times, terminology has changed more than the technology itself. That distinction becomes more important when AI capabilities influence how buyers assess whether a technology is innovative, future-ready, or worth the investment. Read Rachelle Butler's most recent blog post, 𝘞𝘩𝘢𝘵 𝘉𝘶𝘺𝘦𝘳𝘴 𝘕𝘦𝘦𝘥 𝘵𝘰 𝘜𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 𝘉𝘦𝘧𝘰𝘳𝘦 𝘛𝘩𝘦𝘺 𝘐𝘯𝘷𝘦𝘴𝘵, to learn more: https://lnkd.in/eYQRKz8H

Join us in celebrating our July Milestones! 🎉 This month, JBF is celebrating Adam Gray! Thank you, Adam, for your dedication and hard work over the past 7 years. Your expertise has been invaluable to both our team and our clients. Here's to many more years ahead!

Only 4 days until OTM SIG! Tony Wayda, Principal of Client Advisory & Partnerships, and Rachelle Butler, Director of Strategy, will be there and are looking forward to connecting with many of you. Reach out to them via LinkedIn if you'll be in Minneapolis!

Every vendor says they have AI, but does it solve 𝘺𝘰𝘶𝘳 problem? Before you get swept up in the noise, go back to basics: 𝘸𝘩𝘢𝘵 𝘰𝘱𝘦𝘳𝘢𝘵𝘪𝘰𝘯𝘢𝘭 𝘤𝘩𝘢𝘭𝘭𝘦𝘯𝘨𝘦𝘴 𝘢𝘳𝘦 𝘺𝘰𝘶 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘵𝘳𝘺𝘪𝘯𝘨 𝘵𝘰 𝘴𝘰𝘭𝘷𝘦? Then look for vendors who can show quantifiable value, not just the AI label. The technology label doesn't matter if it can't deliver the outcome your organization needs.

JBF is heading to Minneapolis! Principal of Client Advisory & Partnerships, Tony Wayda, and Director of Strategy, Rachelle Butler, will be at OTM SIG July 26-29! Will you be there? Reach out to them via LinkedIn — they'd love to connect with you!

Everyone asks about vendor pricing, feature lists, and implementation timelines. Most implementation scopes are software-centric by design, afterall, meaning vendors and system integrators define what gets built, configured, and tested against the system itself. What rarely gets scoped is the work that's required to make the software perform for your business, such as redesigning teams and processes around better business outcomes, clarifying who owns design decisions during and after the project, and training people for the job the software actually enables rather than the screens it presents. Our CEO, Brad Forester, explored this problem in our recent whitepaper. Download it now: https://lnkd.in/em8789tn

In our latest Sentiment Guide, we took a close look at Shipium's modern shipping platform and ecosystem, evaluating how the company is positioning itself in a market that's moving beyond rating, connectivity, and labels toward smarter, more strategic parcel decision-making. Our take: Shipium is aligned with where the market is headed, especially for shippers where parcel performance directly impacts revenue, margin, and customer loyalty. Read the full guide to see how Shipium scored across 4 different areas — Product and Services Strategy, Investment in Intelligence, Compass Advisory Services, and Always-On Audit: https://lnkd.in/etVvZmXR

In an article recently published by Total Retail, Bryan Stone, Delivery Principal at JBF, unpacks how AI adoption in retail follows the same pattern as every prior technology wave. He also breaks down what separates organizations that translate pilots into measurable results from those that don't. Check out his insights now: https://lnkd.in/eV6ubnhu

Think of systems integration and business integration as if you were starting a new restaurant. Systems integration installs the ovens and other equipment to get the kitchen ready to make the food. Business integration teaches people how to run the restaurant in order to properly prepare the food and deliver it to the right customer at the right time. A restaurant equipped with the very best appliances but a staff that doesn't know the menu, the roles, or the recipes won't succeed. Our latest whitepaper breaks down the distinction between systems integration and business integration and the five disciplines that determine whether or not your program is successful. Download it now: https://lnkd.in/em8789tn