Understanding Integrations: The Connectivity Lie with Jethro Borsje from Lobster.

We’re in 2026. Self-driving trucks are on the road, and everyone
is hyping up AI agents. Yet, behind closed doors, highly-paid
logistics professionals are still manually copying shipment data
from PDFs and emails into their TMS and ERP systems. Why?


In this episode, we sit down with Jethro Borsje from Lobster to
tear down one of the biggest open secrets in supply chain tech:
The Connectivity Lie.


We dive into why true integration is still so incredibly hard,
despite the existence of modern REST APIs and decades-old EDI
standards. Jethro explains why the problem isn't always the
technology itself, but the fragmented maturity of trading
partners and the dangerous lack of clear data ownership within
companies. (Hint: The ERP shouldn't own your financial data; the
CFO should.)


We also explore the critical shift from "Systems of Record" to
"Systems of Context." Jethro argues that AI
agents are fundamentally "stupid" about your specific business
unless you feed them clean, structured, and contextualized data.
We discuss how new standards like the Model Context Protocol
(MCP) are allowing Large Language Models to interact directly
with legacy ERPs—without requiring massive, multi-year IT
overhauls.


Finally, we tackle the European fear of failure. Jethro explains
why nine-month RFP processes for AI tools are already obsolete,
and why supply chain leaders need to embrace rapid
experimentation—failing fast and cheap in the digital world to
win in the physical one.





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