June Commerce Club Luncheon Featuring Doug Shrock, Crowe LLP
Artificial Intelligence: Getting Real Results
Artificial intelligence (“AI”) – its far‑reaching implications, business impact, and accelerating role in shaping the future – was the focus of the Port Bureau’s June Commerce Club event. Doug Schrock, Managing Principal, Artificial Intelligence at Crowe, LLP spoke to the phenomenon from his decades of experience in guiding organizations through pivotal transformations.
To stress the importance of AI’s significance to business, Schrock began his presentation by asking the audience to participate in a brief exercise. “Imagine it's 2030 … and I ask you to look back at 2026 and answer the question: did we do too much or not enough on AI in 2026? I think you're going to say how you should have done more ... It's rare that you get a chance to recognize the opportunity in the moment,” challenged Schrock.
Schrock described AI as a new force and disruptor to the business world that businesses must learn to apply effectively to keep progressing and stay competitive. He described practical applications as ranging from the automation of routine tasks and analyzing financial data to optimizing scheduling, improving customer response times, and capturing organizational knowledge.
He encouraged organizations to start by identifying their most challenging business problems, then determine where AI can provide measurable value in efficiency, cost, customer service, or employee productivity. Schrock emphasized that successful implementation requires more than simply providing employees with access to AI tools. Training, security, governance, leadership support, and hands-on experience are essential.
Schrock outlined three levels of adopting AI: empowering employees to use AI for individual tasks, redesigning business processes, and rethinking how organizations interact with and serve customers. Throughout each stage, people remain central to successful adoption. “If you can use these tools to address these problems faster, you can outperform the competition in better serving your customers,” Schrock said.
Confidentiality and cybersecurity remain important considerations while integrating this new and evolving technology. Schrock recommends businesses upgrade their AI platform above the basic consumer versions, which are not private, so business data is protected at a higher level.
In closing, Schrock urged decision-makers to apply a proven framework for change in AI adoption. He recommended the eight-step model by Dr. John Kotter, Kotter International, Inc., for its simplicity and track-record for effective change management. “Drive for win, celebrate success, run it like a project, track the measured value that you're getting. You're gonna see real results and then you never give up,” concluded Schrock.
Thank you to our Sponsors!
Annual Sponsors:
Buffalo Marine Service, Inc. • Callan Marine • Chevron/Kirby • Energy Transfer • Enterprise Products Partners • Kinder Morgan • Houston Pilots • Intercontinental Terminals Company • Moran Shipping Agencies, Inc. • PEMEX Deer Park • Port Houston • Targa Resources • TGS Cedar Port Industrial Park • Vopak • WGMA