Customs in widely known for being one of the more complex parts of the supply chain, and this combined with the ever-changing landscape in Europe means it remains one of the biggest friction points when it comes to facilitating trade. With this in mind, it’s no surprise to learn that 50% of European businesses experience supply chain delays because of customs processes, with 13% reporting that these disruptions occur frequently.

While customs delays have traditionally been associated with paperwork errors or documentation issues, the reality facing European supply chains is now much broader. Businesses are navigating a rapidly changing trade environment shaped by shifting tariff regimes, new regulations, sanctions compliance, and many more barriers.

The cumulative effect is creating a level of complexity and data management that many organisations have never experienced before. And against this backdrop, it’s telling that 49% of respondents believe AI-powered customs tools like Maersk Trade & Tariff Studio can help them remain compliant at the border and reduce delays.

The reason for this is simple: AI changes the way businesses manage risk.

Faster, smarter borders with AI

Rather than waiting until goods reach a border, businesses can use data and AI to identify potential risks much earlier in the process. Decisions that were previously made at the point of shipment can be moved upstream, where product data, supplier information, tariff requirements, and regulatory obligations can all be analysed in double-quick time.

If potential compliance issues are identified before an order is placed, businesses can adjust sourcing strategies. If tariff implications are understood earlier, they can make more informed commercial decisions. If documentation gaps are identified in advance, they can be resolved before shipments reach the border.

In other words, AI allows organisations to shift from reacting to customs issues to preventing them – and that ultimately results in a competitive advantage for your business.

Looking ahead, the future of customs may look very different from today's model. Emerging concepts such as digital passports and AI-enabled trade screening could allow critical information to be shared with authorities long before goods arrive at a border. The result would be faster clearance processes, greater predictability, and smarter border operations.

In the above video, Lars Karlsson (Maersk Global Head of Trade and Customs Consulting) discusses AI’s influence on customs today and in the future of Global Trade 2.0, including the wider benefits for a more resilient supply chain in a world of increasing trade complexity.

Data source: Survey of more than 800 Maersk customers across the Europe region (February 2026).