In an industry as old school as fuel distribution, technological transformation isn’t always welcome. In fact, it’s often deemed unnecessary. California fuel and retail operations are proving that artificial intelligence isn’t just for Silicon Valley startups. It’s becoming a powerful tool for survival in one of the most volatile sectors of the economy.
“This is a commodity business,” says Abed Aish, Chief Operating Officer at Double AA. “Margins are thin. Timing is everything. One bad forecast or missed delivery can wipe out your profit for the day. That’s where AI has really stepped in.”
From Gut Instinct to Algorithmic Precision
For decades, energy companies have relied on historical trends, market intuition and deep industry experience to make critical decisions, such as when to buy, how much to store, and how to price products for customers. But the speed and unpredictability of modern energy markets, coupled with California’s aggressive clean energy mandates, have made instinct alone insufficient.
AI allows energy companies to build systems that process data from six or seven sources a day, so everyone can stay on top of key information needed to make decisions. Whether it’s forecasting demand, tracking price shifts in real time, or helping customers avoid getting hit with surges, artificial intelligence keeps up with the pace of information so businesses can fast track results.
This type of real-time decision-making is critical in an environment where a single event—a hurricane, a refinery shutdown, or even a shipping lane delay—can throw off supply and spike prices overnight.
Wisfe Aish, Double AA’s Founder and CEO, has been in the industry for over 40 years. While he didn’t grow up with data dashboards, he’s embraced AI as the natural progression of what great operators have always done—make smart decisions fast.
“AI is like having a super-powered brain looking at everything at once,” Wisfe says. “It can take in a million pieces of information—what ships are arriving, what refineries are offline, what the futures market is doing—and tell us what to do that day. It doesn’t replace experience, but it does enhance it.”
AI’s Value Is in the Hands of People Who Know How to Use It
Although artificial intelligence brings a great deal of value to businesses, it’s only as valuable as the people using it. Business owners can’t just plug in a system and expect it to run their organization. AI is no different: Models must be trained by knowledgeable people who know the right questions to ask it, and know how to correctly interpret the answers.
Once companies understand the power of AI and how to get the most out of it, they can deeply customize models to improve numerous internal operations. Vital tasks—such as dispatching trucks more efficiently, avoiding costly haulbacks when fuel arrives before a tank has room, and sending alerts to clients when the market’s about to spike so they act early—can all be automated.
But this automation doesn’t mean humans no longer play an important role in organizations.
“Don’t use AI to replace people,” says Abed. “Use it to make them better. Dispatchers, analysts, and even customer service teams can all work faster and smarter because of what AI tools do.”
This point tends to get lost in the AI narrative. However, the fact is that the best technology in the world won’t help if companies don’t have experienced professionals who understand the industry and how to interpret the data AI is giving them.
The Quantum Play
Technology adoption doesn’t have to end with artificial intelligence. Quantum computing is emerging as a promising way to further make energy companies more efficient. Although it’s in its infancy, quantum computing has the potential to build on what AI does and make it a thousand times faster. And as fuel markets continue to shift, particularly under the pressure of EV adoption and renewables, digital tools are becoming less of a luxury and more of a necessity.
Energy Industry, Meet the Tech Revolution
The energy sector has long been resistant to rapid change. Regulations are tight. Infrastructure is slow to evolve. And many operators still cling to analog thinking.
But AI is forcing a new mindset.
“Gas, diesel, and renewable fuels are physical things,” Abed says. “But how we manage them, sell them, and build business around them has become increasingly digital. If you’re not adapting, you’re already behind.”
AI Alone Won’t Save Companies—But It Might Give Them an Edge
While companies should embrace technology, they should also be clear-eyed about what it can and cannot do. AI can’t fix a broken business model. But companies with the right foundation and the right people can use it to become unstoppable.
That’s the real promise of AI in the energy sector. It’s not automation, it’s amplification. For companies willing to combine tradition with transformation, the future is nothing to fear. It’s something to embrace.
