Digitalising cross-border trade to smooth the flow of goods

To what extent will technology-driven tools replace certain tasks of a customs specialist, and to what extent will they actually reshape the nature of the role?

Avocet’s main service line remains the timely submission of customs declarations to the authorities for both imports and exports. As you know, the work of a broker includes the dissemination, transfer and calculation of a large number of data sets and these vary widely from client to client. Avocet strongly advocates using technology driven tools when they deliver clear time savings and advantages for our clients, but also where compliance risks and knowledge retention among our staff are not in jeopardy. We constantly monitor and test new tech solutions that may improve our service. The open question is how far the role will shift from ‘data input or doer’ to that of a ‘supervisory/exception handler’. The danger is that the industry trades knowledge for efficiency. At Avocet, we believe our strength lies in retaining knowledge, even as others increasingly lean on AI to handle document parsing, first-pass classification checks or origin preference validation. In five years, the real divide may be between firms that still understand the rules, and those that just accept whatever their system gives them.

Liability considerations are always a major issue in the digitalisation process. Who carries the risk if a digital tool suggests a tariff code that later proves to be incorrect?

Avocet are more than a conduit between the declarant and the state, regardless of the representation agreed. We bring the knowledge to assess the accuracy of the information provided by our clients and the experience to mitigate their customs compliance risk when submitting declarations. However, in most jurisdictions the importer/exporter of record remains liable for the accuracy of the declarations made in their name, and digitisation or AI does not change that. If a digital tool suggests a commodity code that later proves incorrect, liability still rests with the declaring party, just as it does if they had asked us to provide a code opinion in the traditional way. Technology may change the process, but it doesn’t change where the responsibility lies. The belief that digitalisation shifts liability is a misunderstanding that could leave companies dangerously exposed.

In which cases should companies seek a formal binding decision, and when can reliance on digital tools be considered sufficient?

Such a difficult question to answer! This is of course down to the declarant’s appetite for compliance risk. Understanding customs risk is key, and this is where Avocet can help. At the outset of a client relationship we often model the risk based on projected values, volumes, classification and origin, but often it is only possible to monitor and determine risk once flows begin. For example, where you believe your third country duty rate is zero but you are importing either high value or high volume goods from a dutiable country, we would always recommend seeking a binding ruling, especially if it is a long term flow. In the UK these are called Advanced Tariff Rulings (ATaRs) and, as under the EU’s UCC legislation, rulings once issued are legally binding on both the holder and HMRC. Digital tools can provide likely HS headings or even full codes, and they can certainly help.

But when the duty impact is significant, or there is genuine ambiguity, relying on a digital tool alone is high risk. Binding rulings may take a while to come into force, but they provide classification certainty and credibility with HMRC. We always advise clients to hold some rulings on their key product lines, it’s both best practice and smart risk management.

What skills should the next generation of customs professionals be developing to stay relevant in a rapidly evolving technological environment?

The next generation will need a different toolkit. Instead of spending most of their time keying in data, they will need to work with and understand data that is already there: checking it, questioning it, and making sure it is accurate, complete, and usable across systems. A strong grasp of trade rules will remain essential, but the skill will be in breaking them down into practical steps that both people and technology can follow. We always encourage our brokers to really get to know their clients’ products, because that makes it easier to spot discrepancies and flag risks such as dual-use concerns or environmental restrictions. Analytical skills are increasingly important for modelling scenarios and giving clients visibility over costs and risks. Perhaps most importantly, the new generation must learn not just to use digital tools, but to challenge them. Blindly trusting AI outputs is no substitute for judgment. The real skill is being able to explain why a machine might be wrong, and to translate complex rules into plain advice clients can trust.

If you could implement one major change in the field of digital customs within the next three years that would deliver the greatest compliance and cost benefits, what would it be?

At Avocet we have been working on a secure online portal where clients can upload all product and shipment information in a structured way. We know that many competitors already use portals, but often these are mainly data storage solutions.

We aim to standardise inputs and digitise data flows so our brokers spend less time chasing missing details and more time applying their expertise. We also plan to use AI to spot inconsistencies and generate exception reports before mistakes occur.

If there is one change that would deliver real impact across the industry, it would be to improve data quality at source. Too many compliance problems begin with poor inputs. Technology can help catch errors, but the biggest efficiency gains will come when businesses provide clean, structured data from the start.

 To what extent do emerging technologies pose a threat to customs experts? Or do you see them as tools to amplify the value of specialist knowledge?

This surely depends on where your business sits in the sector. There is clearly a transition taking place as AI tech infiltrates all areas of the brokers operations. In my view businesses that rely heavily on tech to process entries without implementing and monitoring the guard rails needed, or where they do not prioritise or invest in staff training and qualifications, these will be the businesses that will not make the transition. Emerging technologies are often described as a threat to customs experts, but in reality they’re more of a filter, reducing repetition and low-value tasks and freeing up time for the complex, judgment heavy work where expertise really matters.

Will digitalisation render mid-tier brokers redundant, or will it strengthen the position of top specialists and create clear market leaders?

Digital-first platforms will capture low complexity, high volume traffic by offering transparent pricing. But this can increase compliance risks for declarants if not carefully managed. The UK market is already consolidating, as Brexit and technology together have raised the level of expertise and pace required to compete. Avocet is thriving because we do not shy away from technology, but we use it to complement our expertise rather than replace it. In the long term, mid-tier firms that do not define their position may struggle. Digital platforms will dominate the simple, high-volume work. But when something goes wrong, it will be the specialist who protects the client. That is where Avocet’s focus on knowledge and judgment gives us an advantage.