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446: World Fuel Services COO Jeff Smith discusses the form that digital transformation has taken at World Fuel Services. Jeff talks about how the company’s updated data systems now allow for customer and supplier information to be processed digitally and how applications of artificial intelligence and machine learning are improving the company’s operating margins and the customer experience. We also discuss how Jeff went about evaluating what needed to change in the company, and how he used the concept of job content to attract the necessary talent to drive change. We end our discussion with Jeff’s outlook on the importance of cloud capabilities in digital transformation.