Skip Navigation Skip to main content
 

Building the Future of Supply Chain Technology

| 3 MIN READ

At a glance: Working together, J.B. Hunt and UP.Labs created Overroute, an AI-native freight technology company that advances supply chain technology by automating manual load execution.

Technology powers everything we do for shippers, carriers and our people. You rely on us to take the lead in reshaping the transportation industry with smarter ways to work and better ways to move freight. Keep reading to find out how we’re improving supply chain technology with AI and innovative collaborations designed to benefit our entire industry.

Our Technology Can Help Your Business. 

Why J.B. Hunt 360®

How Did We Create an AI-Based Startup?

In October of 2024, we announced a collaboration with UP.Labs, an AI startup incubator based in Los Angeles. Together, we set out to build a series of startups focused on solving complex challenges in freight transportation. The solutions that come out of this endeavor will benefit carriers, customers, drivers, our people and the industry at large.

As the venture experts, UP.Labs provided the framework for creating each startup. As the transportation industry experts, J.B. Hunt provided the living laboratory to research and test potential solutions in real-time. Our senior director of finance, Seth, provided industry insight and access to our processes for a core team from UP.Labs. Together, they followed this roadmap:

  • Identify problems worth solving. Through research, interviews and analysis, the team identified potential problems to solve, such as how to automate manual load execution and how to reduce billing complexity. Solving either would help lower our cost to serve and add more value for our customers.
  • Decide which problems to pursue. Senior leadership from UP.Labs and J.B. Hunt evaluated each problem for the ability to track meaningful improvements. Based on their review, they recommended automating load execution as one area to focus on.
  • Build a solution. Seth guided the core team through J.B. Hunt’s processes and technology. Using real-time data and live loads in our network, they designed and tested an AI-powered load management solution that would become our first startup: Overroute.

“We really thought there was a lot of manual work happening across the organization throughout the life cycle of a load that could be significantly augmented or automated with AI.”

Seth
Sr. Director, Finance

Improving Supply Chain Technology with AI

After a successful collaboration between J.B. Hunt and UP.Labs, Overroute launched publicly on July 21, 2026. Read the press release for more information on the platform and its capabilities.

Today, Overroute is in use across all our business units, enhancing operational efficiency through multiple use cases. One clear example is the process for providing updates on loads in transit. Previously, Customer Experience representatives had to navigate multiple systems, compile information and format responses in order to communicate updates to customers. Overroute’s AI agents streamline this workflow, enabling faster communication while freeing representatives to focus on higher-value customer interactions. For those wondering how AI improves freight management, this is a great example of using AI to empower people, not to replace them.

“We operate one of the most complex freight networks in North America, and that gives us a unique opportunity to take emerging technology and apply it at real scale. Overroute is an example of a broader strategy where we’re using AI as a force multiplier within our expansive network to reduce friction and improve how freight gets executed every day.”

Nick Hobbs
COO and President of Highway and Final Mile Services®

Using Technology to Add Value

Our goal is to add value for your business and improve our ability to deliver exceptional service. That’s what it means to be Driven for You™. By investing in supply chain technology, we’re improving efficiency and giving our people more time to serve you. Overroute is the first startup announced as part of our collaboration with UP.Labs, but it won’t be the last. Connect with us to learn more about how our innovative technology can work for your business.