During mainstage remarks at the Semafor World Economy Summit in Washington, D.C., Coupang Corp. Interim CEO Harold Rogers recently shared how Coupang applies artificial intelligence (AI) across its logistics and fulfillment network to power global commerce and help American businesses reach new international customers.
Coupang is a U.S. technology company serving customers in more than 190 countries and regions. Through its global logistics infrastructure, Coupang connects American brands with millions of customers across Asia and other global markets, facilitating the sale of billions of dollars in U.S. goods and services internationally each year.
Strengthening global supply chains with AI
Rogers explained that this scale is possible because Coupang builds and operates its own end‑to‑end, AI- and advanced technology-driven logistics network. Machine learning systems forecast customer demand and position inventory close to customers before orders are placed, enabling fast, reliable delivery at low cost. As an example, Rogers explained how he hasn’t been to a grocery store in five years because he can order fresh salmon or other groceries from his home in Seoul by midnight and receive them before 7 a.m. — often for less than the cost of shopping in‑store, according to Rogers.
“Because of that machine learning and that predictive ability, we know in a certain region, up to a certain neighborhood, what’s most likely to be ordered in that area that night, and we get it within five miles before they click order,” Rogers said.
For U.S. sellers, Coupang’s fulfillment and logistics investments help remove many of the traditional barriers to exporting and allow small and medium‑sized businesses to grow globally without building their own international logistics operations.
Investing in the future of AI development
Rogers also highlighted Coupang’s investments in AI innovation beyond its own operations. He announced that since 2023, Coupang has invested more than $84 million in U.S. and global AI technology startups, including supporting technologies that strengthen supply chains and modernize global trade.
Spotlight on innovation: Contoro
One example is Contoro, a Texas‑based robotics startup developing AI‑powered systems to automate the unloading of shipping containers and trailers — one of the most persistent bottlenecks in global logistics. Contoro’s technology combines advanced robotics with human‑in‑the‑loop AI to improve efficiency and support supply chain resilience.
Looking ahead, Rogers said that Coupang remains focused on applying AI at scale to build better global commerce infrastructure, strengthening global supply chains, supporting U.S. exports and expanding economic opportunity.
Click here to learn more about Coupang’s AI investments and collaboration with Contoro.