ABOUT THE CUSTOMER

Driving Innovation in Life-Saving Logistics

The client is a global leader in logistics and supply chain management, serving the pharmaceutical and life sciences industries. Operating in a highly regulated environment, the organisation plays a critical role in supporting clinical trials and the international distribution of temperature-sensitive medical and biological materials. 

 

Their services encompass the secure and timely transportation of clinical drug shipments and biological samples, ensuring they reach their destination in full compliance with global trade and health regulations. Precision, reliability, and adherence to strict compliance standards are foundational to their mission of enabling the delivery of innovative therapies to patients worldwide. 

THE CHALLENGE

Scaling Compliance Expertise Across a Global Operation

In their efforts to support fast, compliant, and efficient logistics, the customer encountered a series of challenges related to trade compliance documentation and internal knowledge management. 

 

Challenges included:

  • Single Point of Failure: Trade compliance expertise was concentrated in a small number of individuals within a dedicated team. This made the organisation heavily dependent on human knowledge, often undocumented and not easily accessible to others. This bottleneck posed a serious risk to continuity, accuracy, and scalability. 
  • Manual Processes: Employees were reliant on manual reviews of dense, regulatory documents, often stored across disparate systems. Searching for the correct documentation, understanding specific regulatory conditions for different countries, and validating compliance requirements was time-consuming, inefficient, and prone to error. 
  • Accuracy Under Pressure: The stakes are high. If inaccurate information was issued, whether in documentation or internal guidance, the organisation could face serious legal and reputational consequences. Reviews triggered by regulatory authorities could lead to investigations, fines, and customer dissatisfaction. 
  • Complex Contexts: Each shipment had its own set of regulations to follow, which varied based on factors like the type of product, the country it was coming from, its destination, and the nature of the materials involved. The existing tools were not capable of managing such detailed and specific queries effectively. 
  • Growing Volume & Velocity: With a rising number of shipments and increasingly complex regulatory landscapes, the need to streamline compliance operations became urgent. The organisation needed a solution that could scale with them and reduce time-to-decision without compromising accuracy. 

THE SOLUTION

Embedding AI into the Compliance Lifecycle

To address these challenges, the customer engaged Telefónica Tech through its OpenAI Accelerator Program to co-develop a tailored, production-ready AI-powered compliance assistant. 

Core Solution Features:

At the heart of the solution was a conversational AI chatbot capable of understanding natural language queries related to international trade compliance. Employees could ask questions in plain English, without needing to know the exact document title or phrasing and receive fast, contextual, and accurate answers. 

Unlike basic keyword search tools, the chatbot was programmed to interpret the intent and context behind each query. It was capable of refining user prompts through intelligent follow-up questions to gather all relevant details, such as: 

  • Product classification 
  • Export country and destination 
  • Special handling or temperature conditions 
  • Regulatory jurisdictions 
  • Documentation required per shipment type 

To safeguard against incomplete or inaccurate answers, the chatbot was designed to only respond when all required inputs were provided. If users omitted critical information, the bot would prompt them until all contextual data had been collected. 

In addition to direct answers, the bot facilitated step-by-step guidance through complex trade processes, helping employees determine what forms to submit, when, and under what conditions. This improved onboarding, reduced training time, and empowered more staff to contribute to compliance workflows. 

Beyond Q&A, the AI also supported long-form content improvement for example, reviewing and suggesting refinements for bid responses, export control statements, or shipment documentation. This reduced rework and ensured language and structure met regulatory expectations. 

Access to the chatbot was controlled using Microsoft Entra authentication (formerly Azure AD), ensuring that only authorised personnel could access the assistant and its underlying documentation. 

The AI assistant was  integrated with the client’s SharePoint environment, providing real-time access to compliance policies, country-specific documentation, and the latest procedural updates. This ensured accuracy and relevancy in every interaction. 

Responses were prioritised using a scoring algorithm that ranked sources based on document reliability, regulatory importance, and contextual matchgiving employees transparency around why each answer was recommended. 

Deployment Approach

The solution was delivered in phases including:

 

  1. Proof of Concept (PoC) – Validated the feasibility of AI-driven compliance support and demonstrated measurable business value. 
  2. Pilot Rollout – Introduced the chatbot to a controlled group of users, collected feedback, and refined the model. 
  3. Full Production Deployment – Rolled out across the organisation, with training and support materials provided to ensure high adoption. 

THE RESULTS

Driving Accuracy, Efficiency, and Confidence in Compliance with AI

The implementation of the AI-powered trade compliance assistant delivered substantial and lasting value: 

 

  • Faster Decision-Making: Employees now receive precise, contextual answers in seconds instead of hours, accelerating regulatory reviews and shipment approvals. 
  • Improved Compliance Accuracy: By standardising access to the latest verified documents and ensuring full context in every interaction, the risk of non-compliance has significantly decreased. 
  • De-risking Key Personnel Dependencies: By embedding expert knowledge into the chatbot, the organisation reduced its reliance on a small team of specialists and democratised access to critical knowledge. 
  • Increased Operational Agility: Staff across functions—from logistics coordinators to compliance officers can now act on regulatory information with confidence, speed, and consistency. 
  • Secure & Scalable Platform: The chatbot’s modular design and enterprise-grade security architecture position it as a long-term asset, ready for expansion into other regulatory domains (e.g., import/export controls, customs documentation, controlled substance management). 
  • Foundation for Customer-Facing Expansion: The chatbot is now being actively used in trade compliance operations, with strategic discussions underway to extend its capabilities to customers, enabling them to self-serve on specific compliance inquiries. 

 

The next step will be to discuss how this can be made available to shared customers to support them with more specific compliance requests.  

Technologies used

OpenAI provides advanced language models that enable natural, human-like interaction with data, documents, and systems. These models can understand context, generate responses, and assist with complex tasks such as content summarisation, document analysis, and decision support. Telefónica Tech uses OpenAI’s capabilities to co-create secure, responsible AI solutions that drive efficiency and unlock expert knowledge across the enterprise.

Microsoft Azure is a trusted cloud platform offering secure, scalable infrastructure for building, deploying, and managing enterprise applications. With robust compliance, identity management, and integration tools, Azure supports rapid innovation in regulated environments. Telefónica Tech, as a Microsoft Solutions Partner, delivers end-to-end Azure-based solutions—ensuring resilience, governance, and performance across every stage of the digital transformation journey.

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