How HeyBubba Is Building AI for Truckers and Carriers

In this episode of Everything is Logistics, Blythe talks with Tapan Chadhar, CEO of Hey Bubba, about how voice AI is being built specifically for fleets, truckers, and carriers.

Hey Bubba acts as an AI brain for trucking companies. It sits on top of TMS, email, phone calls, telematics, load boards, and driver communication tools to help fleets book freight, negotiate loads, talk to brokers, update drivers, and manage daily operations.

They cover:

• Why Hey Bubba was built specifically for fleets and owner-operators
• How voice AI changes the way drivers interact with trucking technology
• Why email is still the operating system for many small carriers
• How Bubba can help search load boards, call brokers, and negotiate freight
• How driver workflows can move from screens and typing to voice conversations
• Why access to clean operational data matters for larger fleets
• How carriers should think about AI adoption without overcomplicating it

This conversation is part of the CargoRex AI Use Cases in Logistics guide, featuring real examples of how logistics companies are using AI across freight, warehousing, procurement, visibility, and operations.

Read the full guide here:
https://cargorex.io/research/ai-use-cases-in-logistics/

LINKS:

Hey Bubba:
https://baba.ai

CargoRex AI Use Cases in Logistics Guide:
https://cargorex.io/research/ai-use-cases-in-logistics/

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Transcript

SPEAKER_00 0:42

In 2000s and after that, when the web came along, mobile apps came along, people designed user interface. So now you have a complicated user interface, you need to remember where to click, where to go, all that, right? But it's still clunky. And that's why people hate technology, right? Not just because they're monitoring, but now you have to adopt to the tech rather than tech adopting to you. This is where the new voice AI, right, flips. There is no interface, it's just a chat, just like you're talking to another human being, and the entire workflow doesn't have to be enter your trailer number first.

SPEAKER_01 1:19

Welcome into another edition of our Cargo Rex series on AI use cases in logistics. Today we're talking with Tapan Shinari. He is the CEO of Hey Bubba, the voice AI for fleets. And we're going to be talking about software specifically built for the truckers and the carriers inside of logistics, which, especially during the logistics tech sort of evolution that we find ourselves on the line, and the truckers are kind of the ones that are a little bit forgotten about. And so Tapon, welcome into the show. I'm excited to have this conversation.

SPEAKER_00 1:51

Thanks for having me, Vlet.

SPEAKER_01 1:53

And now for folks who may not be familiar with the Hey Bubba platform, give us sort of that eagle eye, that high-level view of what you do, what you offer, and who you're marketed towards.

SPEAKER_00 2:05

Yeah, so what we like to call is Bubba is like a brain for your trucking company. We very specifically focus on fleets and exclusively we work only with fleets. Bubba acts as your brain that sits on top of your TMS, emails, phone calls, and telematics, and can take actual actions, can call the broker, negotiate on your behalf, book the freight as well, can talk to your drivers for dispatch instructions, can reply to shippers, your customers, and brokers over emails. So yeah, it's just a brain that sits on top of everything. And uh using AI, we respond to all the all the incoming emails, phone calls, we do outgoing calls as well. So handling the operations.

SPEAKER_01 2:50

And now you have a background in in this as well, because you you I think you worked first or you built TruckX first, and then worked with, I believe, 10,000 small fleets and owner operators. So I imagine what you experienced there helped you craft the vision for the Hey Bubba company.

SPEAKER_00 3:09

No, absolutely. I started TruckX in 2016, just before the ELD mandate. And uh so we offer ELDs and cameras and asset tracking, right? Like many other vendors. We happened to get a lot of these small owner operators, one to five trucks, right? One to ten trucks. That's pretty much our customer base. Uh, we have more than 10,000 of those uh now, active customers. This is back in actually 2018. We wanted to do AI dispatch inside TruckX. So we hired like a dispatcher, and we were trying to build the tech to kind of make the dispatch work. So we hired a guy called Robbie, and uh Robbie was in Alabama, and then he used to dispatch to owner operators. We hired some owner operators, started the process. The problem was tech was not ready. The AI back in the day was so bad, we could barely read emails, we could barely read any documents. So what ended up happening was Robbie was dispatching it to the owner operators. We had like a five of them, like any other dispatcher. And I was like, no, I don't want to do this. Like, this is this is an operational nightmare, and my goal is to solve these operations. Where can Robbie run 100 trucks? And it never materialized. So we stopped that. Then came 2024. I was kind of bored with my business because I mean it's running and but it's not really. I like to build things. I'm not like a salesperson, so decided to quit kind of that job. Um, I still own the company, but team runs it for me. I don't run any any day-to-day. And we started building Bubba. And the goal was this time not to hire Robbie, right? Robbie will be Bubba. So Bubba is the person who will do the booking, will do the call the brokers, talk to drivers and everything. And this time it's it's really game-changing. I mean, it's been what just over a year. Uh, we launched the product probably a year ago in last Mat's. We have now around 3,000 odd customers signups. This range from owner operator to all the way to like 1,000 truck company to mega carriers, a few mega carriers we're talking to. So uh and yeah, so that's pretty exciting where we are.

SPEAKER_01 5:20

So do the needs, I would imagine the needs change from a token perspective, uh, from enterprise to small fleets. But are are there any other needs that maybe uh a small fleet or an owner operator has that an enterprise level client doesn't have?

SPEAKER_00 5:35

Oh, absolutely. There's it's totally different. Like if you look at owner operators, email is everything for them. Like their TMS is their email. Uh their communication channel is the email, right? So we integrate with the email. That's the first thing we did. So we are partners with Google for Gmail, Microsoft for Outlook. Even we partner with iCloud, Yahoo. We we work with all sorts of different email types, which is very rare for any other company, because we wanted to have that visibility into their operations and have an ability to reply to those emails as well. So that's the owner operator, right? They are always driving, usually their spouse or their niece, nephew, someone who's doing their dispatch for them at home, or they hire an outsized dispatcher to kind of do the dispatching job. And this is what we wanted to replace, right? I mean, we don't want to replace the spouse in the sense, but we we want to replace the maybe somewhere. Maybe. So the the goal is right, we call it, I like to call it like a kitchen table dispatch. This was uh one of my talk at Matt's. Is the the challenge with that is your your personal life gets too entangled with the business, and uh there'll there's a lot of stress that gets involved with it. So Bubba can take away all of that. Not just that, Bubba can book you better freight because let's say new load shows up at a DAT load board while you're driving, you cannot look at it until you stop at the next truck stop. And then as soon as you stop rather than resting, you're busy on your phone trying to book the next perfect load for you. Bubba can do it 24-7. As soon as the node load shows up, we partner with DAT Truck Stop, 123 Loadboard, Uber Freight, Arrive, and several other brokers, wherein we can search through at through that all the time and then book the freight as well. So that's a huge advantage for owner operator versus a mega carrier who has 80, 85% of their freight is contract freight, and then 10 to 15 is probably spot market. So we help them with some spot market, but then this 85% of the load, there's a huge operational challenge. What load to assign to which driver? So we do load planning. We also do dispatch. So Bubba acts as a voice dispatcher for their driver. So driver gets a mobile app, and there is no keyboard access in the app at all. Never see a keyboard. They can only see a mic, they talk to Bubba, and they have access to camera, so they can take photos of documents. That's it. So it's pure conversational. Uh collapse all the workflows into a voice conversation, any updates on the shipper, appointment times change. We update the driver via voice while they are driving. They don't have to type anything, they don't have to look for anything. They just get a call from Bubba, they accept it, Bubba talks to you. Yeah, it's more conversation like as your internal dispatcher.

SPEAKER_01 8:29

Now, I I think for a lot of folks, I would say a lot of things out there for yeah. Well, uh for a lot of drivers, uh especially you know, the the ones that are very vocal on social media, they will let you know about how much they hate tech that's being pushed on them. And so what I think is interesting about your product is that it it flips it in the reverse, where you can almost empower the driver to start utilizing these things. Instead of a camera that's gonna be on them at all times, you can help make their business run a little bit more efficiently, such as your example with you know, booking the next load under probably terms that you know that they have pre-negotiated uh within their user settings. And I'm curious how you handle sort of maybe the the challenge of getting them to adopt you know newer technology, especially when it comes around AI. How do you handle the pushback that that maybe come from those conversations?

SPEAKER_00 9:27

Of course, there is a lot of pushback, but at the same time, there is a lot of adoption which is driving it as well. So, first is I strongly believe that the new wave of AI, which is the large language model, that truly changes the way you interact with technology, right? In 2000s and after that, when the web came along, mobile apps came along, people designed user interface. So now you have complicated user interface, you need to remember where to click, where to go. Then you had roles for these product managers who really talk to the users and figure out where to put the button and all that, right? But it's still clunky. And that's why people hate technology, right? Not just because they're monitoring, but now you have to adopt to the tech rather than tech adopting to you. This is where the new voice AI, right, flips flips it to the head, wherein there is no interface, it's just a chat, just like you're talking to another human being, and the entire workflow doesn't have to be enter your trailer number first. It doesn't matter. You say, hey, I reached at this location, Baba will ask you a bunch of questions, you just answer, just like as a dispatcher. It will fill up everything for you and submit it. You don't have to do anything in terms of operating the application, right? Uh, so that's like a big game changer. Regarding adopting on the owner operator side, there are some in the bucket where, hey, we don't want to work with it at all. And which is natural, I think there's something new. Uh, people are afraid of it. What we like to say is rather than hurting your relationships, it actually improves the relationship. Because when we are talking to a broker or a shipper for, let's say, booking a freight or updating them based on your arrival times, we do it proactively because AI can call them anytime. It's it's not a human right. It can call anytime, it can be proactive as well when they ask you any question. It has all the information to quickly give an answer rather than driver saying, Hey, I'm driving, can I call you back? I have to look up what's my uh load ID or what's my trailer number. I don't remember. Baba key, Baba doesn't say that, Baba will respond to you. So all these transactional things is taken care of AI, which helps you increase the relationship with your customer. So that's the way we put uh how AI can really help them. Depends how you use them. Use AI, right?

SPEAKER_01 12:40

Yeah, for sure. It it's definitely, you know, it's it's like uh a phone in your pocket. Like it can it's something that you can, you know, scroll on social media all day, or you can go and you can learn, you know, watch a 10-hour YouTube video and learn something completely new that you would have never learned before. And so using it as a tool and finding those different use cases is exactly why we wanted to create this series and and and sort of double-click on a lot of these different initiatives. And and one of those initiatives with with drivers is that how are you for for a demographic that is already so busy and has a lot of tech adoption being thrown at them, how do you handle the onboarding conversation? What does a carrier or um maybe a small fleet, maybe what do they have to prepare on their end to even start the process of getting set up with a company like Heybaba?

SPEAKER_00 13:35

So that's an interesting perspective. Um, and since my previous business was ELD when the regulation came in, a lot of people didn't want it, right? And this is the first time many of them were really using mobile phones or tablets inside their cab. There was always a problem of how do we onboard them. So we have a good learning from that last 10 years to how to make it like easier for them to sign up. So we have a very easy sign-up flow. You can go to our website and click get started. We access uh you uh log into your Gmail or Yahoo account and we verify whether it's a correct Gmail register with your FMCSA database entry. So we do all those verifications uh because the last thing we want is any fraud on the system. So we are very thoughtful about not having fraud or get AI in the hands of those people. Second is uh we have not done any outreach. Most of these 3,000 customers are pure inbound. People who see us on things like these podcasts or people who see us at trade shows where they want to adopt AI. So these are the people who are forefront of AI, they want to use AI. So they come to us and they know how to use the product. So it's very different mindset when they come try to use Bubba than a salesperson calling them saying, Hey, do you want to try this out product? This is the link, can you sign up? Because their mindset is different. It's like, oh, I hate this sales guy, I hate the sales girl, I don't want to talk to them, tell me all the process, right? So it's very different than someone who is willingly coming to try out something. We we've been lucky in that sense so far, but the sign-up process is very easy. There is no payment. Uh, first three months is absolutely for free. We don't even ask for any credit card or anything. Uh, we want people to really experience the product first before figuring out anything else.

SPEAKER_01 15:25

And so when it comes to your integrations, because I think I saw on your website it was about a hundred different uh integrations, and you mentioned earlier about uh DAT and truck stop integrations. Are those something is is that something that I could you know create an account and integrate my and sync my account right away, or is that something that I would have to work with your dev team on to set up that integration?

SPEAKER_00 15:46

No, it's all self-onboarding. So you click up create an account on Bubba, then we ask for telematics integration. So we work with 100 plus different ELD vendors, all of our partners. So you can log into your ELD. Then so we pull in the truck trailer information, driver information from the ELD. Then, second is you connect to loadboards. So, same thing with DAT truck stop. We have we are official partners with them. So you enter their login credentials. As long as you have a subscription with them, you can access the load board through Bubba. For TMS is something which we have to you have to reach out to us, but we support uh various different TMS uh integrations today as well.

SPEAKER_01 16:25

And so as as so let's talk a little bit about after those integrations are are made. How do you how do you even decide like what you want hey Bubba to you know even tackle first or you know, handling rate negotiations? That's something that you know maybe some some truckers are very particular about. And if it's multi-stop or if it's different commodities, they want to add different you know, surcharges on and negotiate in in properly. So how do you how do you find that balance?

SPEAKER_00 16:55

Well, that's a fair, fair thing. So what we have is something called trip planner. So it shows up your truck, you add an entry saying you want to go from Dallas to Chicago, for example, uh for tomorrow morning. You make an entry, you can put like a regular filter, just like you put an DAT, right? The dead ad miles, how many stops you want, some basic stuff. The real magic with AI happens is especially about the commodity, right? So one of the requirements you can say, okay, I I hate, I don't want strawberries, or I don't want anything which is smelly in my trailer because I might have to clean it. So literally you tell Bubba that I don't I don't want smelly commodity. So it could mean anything. So when Bubba calls the broker, it will ask what the commodity is. If it's seafood, then it will reject it. If it's uh something which is wet, so like one example was uh Bubba calls and says, uh, uh what are you what are we hauling? Broker says it's paper rolls, but uh they were drenched in water last night. We just still want to move it out. So Bubba rejected it as smelly or trash. So there are interesting use cases where AI can think through it. And we have built like a multi-layer model for LLM, like the AI. So, first level, which has this conversation, it it can decide a few things. There is a background agent that runs and thinks deeper, and it can correct the agent that is talking to the broker, saying, Hey, I saw that you talked about this paper rolls which were wet, they do not qualify for us. Can you go and reject that? So it will go and reject it. So it's more like a two-step model where you want to make sure the conversation is fluid and fast. At the same time, you have you need time to think. So that second agent is actually thinking behind the scene.

SPEAKER_01 18:41

Now, when I was at Manifest, I was talking to a uh a provider that that does something a little bit similar, and he was mentioning how at you know a major trucking company that they have bots kind of talking to each other and negotiating freight. And as long as it hits you know within a minimum threshold or you know, a minimum or a maximum threshold, then the load will be accepted and the load is tendered. Is that a similar case here, or is there you know maybe a different workflow that you guys have in mind?

SPEAKER_00 19:13

Yeah, so there are a lot of these AI tools that uh brokers are deploying, right? So brokers deploy AI tool that can do basic negotiation. Since we're designing it for owner operator, we had to think a little step further. So owner operator sets their floor rate, saying, hey, minimum $2,000 for this lane is what I want. Bubba takes that floor amount, adds a premium on top for the negotiation, and then based on the urgency of the load or complication of the load, it actually increases the floor amount. So even if it is, let's say if you have to show up in like three hours, Bubba knows it's it's an urgent load, it will increase the floor amount to 2,500 or whatever the amount is. And it will try to negotiate. So it will not come down to even 2,000 for that. And the good part of Bubba is Bubba can make parallel calls and parallel emails. So if we have a list of like 20 different matching loads, Bubba will send emails and call five of them at the same time and then can cross-negotiate based on the offers Bubba is getting to get you the best, best rate.

SPEAKER_01 20:17

Oh, that's that's it sounds like a lot of time that's wasted, especially on maybe some of these admin tasks that, you know, I as you know, a small business owner myself, there are certain tasks that I want to offload, and then there's certain tasks that I want to keep close to the chest. And so are there customization settings that you know a carrier or fleet can make inside of their own uh Bubba system versus maybe other carriers that they would be you know perfectly fine with, you know, a certain workflow?

SPEAKER_00 20:47

So workflows, we don't have any rigid workflows, in fact. What we do is we learn from your existing email communications. So we pull up your emails and we learn how do you respond to different customers. So every system kind of learns based on how you have interacted in the past. For booking and negotiation as well, you can set a floor rate, but based on your truck, the trailer types, all those settings are all dynamically decided uh for specifically for you. So we try to avoid uh more kind of settings where you can control, of course, you can control some voice, you can control like some other settings we have, but AI is something which can actually decide a lot of things, and then you can it knows the company, right? So we pull up all the details and stuff for for your company, and then we tell you that, okay, when we talk to the broker, we we represent your company as if I'm working for that company, right? Because that's what Bubba is. So it's all custom based on once you sign up. It learns from your emails. Uh, we are launching something in the future where if you have a phone system, like for a larger carrier, we can read your older transcripts and also train ourselves to figure out how to communicate. Yeah, things like that.

SPEAKER_01 21:59

As a maybe a carrier is it is adopting this new solution. How does it kind of fit into their workday? Does it you know almost dominate the workday? Does it take over a certain task, or is it something that you really only have to deploy when you're looking for your next load?

SPEAKER_00 22:16

For larger companies, of course, there are exceptions and stuff. For smaller companies, we just uh focus on uh booking the load. So there are so many regular operations things which we differ. And we are launching like a new product uh in a month or two, which is a full-blown operating system that can do a lot of these exception handlings uh for them.

SPEAKER_01 22:38

And so it almost evolves a little bit into maybe like a a business coach or a business manager.

SPEAKER_00 22:44

Exactly. Yeah.

SPEAKER_01 22:45

Um and so last couple questions here for new carriers, for new drivers that are thinking about you know how to think of ways to optimize their business and how to get more efficient. Is there anything that they can start preparing now? You know, maybe it's cleaning up their data or you know, uh writing out their processes. What can they do now to prepare themselves to be able to start using a tool like Hey Bubba?

SPEAKER_00 23:12

Oh, that's an awesome question. And I I talk to people about it as well. Like I think for owner operators, surprisingly, it's a less of a challenge for us because all of their data resides in their emails. So it's surprisingly easier to work with them than with the larger carriers who are stuck with. Some legacy TMS or something which they don't provide integrations or it just takes too much time for them to like literally we have one customer who is a thousand truck company and legacy uh system using uh time frames. And uh they are like uh I want to work with you, don't worry about the TMS integration, let's just work on the booking side of the equation. We can work with your IT to figure out the right option to how do we integrate with TMS. So literally they are bypassing all of their IT to work with us. And I can recommend is for large carriers is just make sure that you have these systems ready to have someone like us uh to have access to your data. If there is no access to data, AI cannot help you. I mean, that's that's the holy grail of AI, right? Is data. If you cannot provide access to data, you you're doomed.

SPEAKER_01 24:25

So and then from a I guess a cost perspective, uh, what what can a, you know, uh with carriers and and truckers, their margins are already so razor thin. And on the broker side as well, too. How can they, you know, think about their the cost structure of how can they budget? Um, you know, there's increasing use cases of you know different AI tools and how you know you're running out of tokens and you know one system, and so you take it to another system and you know, token economics and you know, trying to be more efficient. Do they have to worry about any of that, or is it a simple cost-based structure that they can budget into their PL?

SPEAKER_00 25:05

Again, I think it depends on the size of your company. I mean, let's put it owner-operator to mid-size to large carriers. I mean, from our perspective, we don't charge them tokens, we charge them based on deliveries. So let's say if we Bubba is able to book a freight for for you, we charge them a flat fee on the booking of the of the freight. So we charge 2.99% of the booking fee, spot market freight. So which is way, way cheaper compared to hiring a dispatcher or like outsourcing it or even like doing it in-house because Bubba can act 24-7 and book the best freight for you and handle the entire operations. And then for running their day-to-day operations, uh, that's where things get complicated. So let's say a thousand-truck company or a 10,000-truck company, they will have a countless number of emails and phone calls and stuff. That's where the token cost kind of goes skyrocket. Figuring out what's the best answer. We're trying to have at least our business model focused towards per load so that it's more usage-based, anywhere from 80 cents to a dollar to $2 based on the task we are doing, rather than saying how many tokens you want to use. But then again, when you go to like a mega carrier, change because they might want to deploy something in-house. So we are we partner with Google heavily on this. So Google has some uh models you can run in-house if you have your own big servers. So we can run those as well uh in-house. And it's a little slower, but I think it does the job. And then it's CapEx investment, then OPEX. Uh yeah, various ways to kind of tackle that.

SPEAKER_01 26:47

Yeah, I think everybody is is trying to figure out what that looks like. And you know, yeah, I've even heard of of some devs that you know that they want a starting salary and then they want you know a token budget on on top of that. And that's the only way that you know they're gonna move jobs. And so that's I would imagine that we'll see maybe a variation of that, not maybe not at the you know, the small uh small owner operators or carriers on that side of thing, which is that it is the largest segment within trucking. But some of these enterprise customers, I imagine that you know, they would eat up their tokens pretty quickly. And there's gotta be a way. And there's smart people, including yourself, you know, that are working on trying to figure out what that looks like. But I I think we're all, you know, that that's sort of the the fun of this is and the challenge of this is that we're all trying to figure it out together.

SPEAKER_00 27:31

And the irony of this is if you look at right after the LLM is getting popular, the first people losing jobs are the tech people, like programmers, right? Because I mean, even in our team, we are not growing. Like even if the amount of work we are doing is more and more, getting more and more customers, but we are not growing the team because the team can do way more than they could before. So even like a five, 10 people team can build like a real billion-dollar business now.

SPEAKER_01 27:59

So it's I've even heard it. We're on the verge of having a one person, a billion-dollar business. I somebody famous in AI said that, but I'm sure they have, you know, some something to sell in that regard. But it is, you know, that just sort of a lens into the future of the old saying, or maybe not old saying, but the newer saying of you might not get replaced by AI, but you probably will be replaced by somebody who is using AI. And I imagine that a lot of that thought process will happen on the small business side of things where these tools can really make a huge impact in your accounting and your your finance and your legal, and then now with you know, dispatching and booking freight and negotiating and just helping you run a little bit more efficiently. And so, you know, last couple questions here. Um, anything important to mention uh that we haven't already talked about, and then where can folks get in touch with ABBA?

SPEAKER_00 28:54

I mean, uh, of course, you can reach out to us on Bubba.ai. Um, we have an option to schedule a demo as well. So you can go schedule a demo. We personally like show you around how to use the system. What I can say is just try out AI. I've met so many people who have not really explored uh even Chat GPT or Gemini beyond like kind of a search. You really have to do is like throw in your document, right? You got a rate confirmation, throw in into Gemini and see what it responds, right? Ask questions about it. The more you can ask two or three follow-up questions and AI thinks through it, it can read through documents, and you will be amazed what AI can do. And once you see the power of it, then automatically you will be more keen to trying out tools like us. Is like, okay, now if Gemini itself can do so much things, how will a tool like Baba can do when it's integrated through your entire system? Because now you get information from everywhere. And uh that's really a mind shift when people realize it, how powerful it can be. So just give it a try. Go to Gemini, type in something with your day-to-day operation before replying to an email, put it on Gemini saying, How do I respond? Gemini will tell you how to respond, like which will be way, way different than you would have even thought of.

SPEAKER_01 30:12

Yeah, that that that's uh that's very well said. You know, get to that early light bulb moment, and then you can kind of explore what makes sense for for you after that. Uh, Tapon, that this was a great conversation. Thank you so much for joining us. And uh we'll be sure to put all of the links for for Bubba in the show notes just to make it easy for folks.

SPEAKER_00 30:31

Yeah, thanks a lot for having me. You have a great day.

SPEAKER_02 30:37

Thanks for tuning in to another episode of Everything Is Logistics where we talk all things supply chain for the thinkers in freight. If you like this episode, there's plenty more where that came from. Be sure to follow or subscribe on your favorite podcast app so you never miss a conversation. The show is also available in video format over on YouTube just by searching Everything is Logistics. And if you're working in freight logistics or supply chain marketing, check out my company Digital Dispatch. We help you build smarter websites and marketing systems that actually drive results, not just vanity metrics. Additionally, if you're trying to find the right freight tech tools or partners without getting buried in buzzwords, head on over to CargoRex.io where we're building the largest database of logistics services and solutions. All the links you need are in the show notes. I'll catch you in the next episode and go Jags.