Artificial intelligence has moved well beyond being a talking point in logistics. It is now embedded in procurement strategies, pricing models, carrier sourcing, and exception management, often without the end user realizing it.
For Shippers and 3PLs, the shift is not theoretical. AI is already influencing who wins freight, how quickly loads get covered, and whether operations run at a reactive or proactive pace.
“AI won’t replace people in freight, but people using AI absolutely will replace those who don’t,” said Jason Roberts, SVP of Digital Enablement at MODE Global.
The companies that will thrive are not necessarily those with the flashiest tools, but those that integrate AI into everyday processes in ways that drive measurable value. This integration allows human teams to focus on building trust, solving problems, and making smarter strategic moves.
The Current AI Landscape
AI has become one of the fastest-adopted tools in the freight space. Platforms promote capabilities such as automation, predictive analytics, and real-time decision support. However, not all solutions deliver on these promises.
The goal is not to simply “have AI” but to deploy it in ways that produce clear results, such as reducing tender rejections, shortening procurement cycles, or expanding carrier access when market conditions are tight.
The most effective strategies do not aim to remove people from the process. Instead, AI works as a co-pilot — automating repetitive tasks, spotting trends faster than humans can, and supporting decision-making in real time.
“The winners will be the ones who embed AI into everyday decisions… It will be a co-pilot, a silent teammate,” said Roberts.
Used this way, AI frees logistics teams to focus on higher-value activities such as negotiating rates, cultivating carrier loyalty, and delivering proactive updates to customers before problems arise.
Why Shippers and 3PLs Should Care
AI adoption is not about chasing trends. It is about securing a competitive edge in a market where speed, accuracy, and reliability are non-negotiable. The benefits are tangible:
- Faster, More Accurate Pricing
AI-driven algorithms evaluate historical lane performance, current market rates, and capacity availability, allowing teams to quote competitively without sacrificing margin. - Improved On-Time Performance
Predictive models flag lanes at risk for service failures before they occur, enabling proactive adjustments that keep deliveries on schedule. - Expanded Carrier Network
AI-powered sourcing tools uncover reliable carriers beyond existing rosters, which is critical when traditional networks are stretched. - Reduced Administrative Overhead
Automating tasks such as load entry, appointment scheduling, and POD retrieval gives teams more time for customer engagement and strategic planning. - Data-Backed Negotiations
With AI surfacing patterns and cost drivers across large datasets, negotiations can be based on facts rather than assumptions.
Barriers and Challenges
No matter how advanced an AI system is, poor-quality data will undermine it. In freight, data often lives in multiple TMS, CRM, and accounting systems, with inconsistent formats and duplicate entries that reduce accuracy.
“If your data is tainted, you’ve got a poisoned well… It doesn’t matter how high-end your pipeline is — it’s still bad water going through it,” said Roberts.
The first step toward AI success is creating a single source of truth for shipment, pricing, and carrier performance data. Shippers and 3PLs should focus on AI projects that address specific operational bottlenecks and deliver measurable results before attempting to overhaul every process.
Top 3 Real-World AI Applications
- Automating Low-Value, High-Volume Tasks
AI agents can handle tasks such as load building, appointment scheduling, and check calls at scale. By automating these functions, teams gain more time to secure capacity, manage exceptions, and build stronger relationships with partners. - AI-Driven Procurement and Pricing
Instead of relying solely on static benchmarks, AI analyzes market volatility, seasonal trends, and carrier performance to suggest optimal pricing. This minimizes the risk of underbidding and reduces costly rebids. - Workflow Automation with AI Agents
AI can execute multi-step processes with built-in escalation rules. A load coverage workflow, for example, might begin with preferred carriers, expand to vetted external options if needed, and involve a human only when the situation requires judgment.
The Human + AI Model
Tomorrow’s freight professionals will need skills beyond operations or sales. They will have to know how to direct AI tools effectively, determine which processes to automate, and interpret AI outputs in a business context.
Technology can make processes more efficient, but trust remains the currency of the freight business. AI should enhance these relationships, not replace them.
“The right deployment of AI and data will only make partnerships deeper… The real win is when customers come to you for insights they can’t get anywhere else,” said Roberts.
Short-Term Moves and Long-Term Payoffs
The evolution of AI in freight will not happen all at once. Understanding what is likely to happen in the near term versus the long term helps Shippers and 3PLs plan investments, prepare teams, and position themselves to capitalize when market conditions shift.
Short-Term: Expect consolidation among AI providers as the market matures. Larger, established freight tech players are likely to introduce their own AI-driven capabilities, raising performance expectations across the industry.
Long-Term: AI will become so embedded in freight operations that it will feel as natural as using a TMS today. Companies that adopt early will have processes and skill sets that give them a lasting advantage over slower-moving competitors.
When the Market Shifts: In the next capacity crunch, AI-enabled Shippers and 3PLs will be able to cover more loads faster and at better rates.
AI is not an abstract future. It is shaping the freight market today. For Shippers and 3PLs, the opportunity lies in using it to win freight faster, avoid costly disruptions, and build stronger partnerships.
“Embrace it, don’t fear it. The sooner you adopt, the sooner you gain a clear advantage over your peers,” said Roberts.
The companies that pair deep industry expertise with intelligent automation will set the standard for the next era of freight. Those that wait risk being priced out, outpaced, and left behind.
Explore the Tire Tracks Podcast AI Mini-Series
Banyan Technology recently launched a six-part AI mini-series on its Tire Tracks® podcast. The series explores how AI is redefining every stage of freight procurement, from forecasting and load execution to cybersecurity and beyond.
Each episode brings a fresh perspective from industry and technology leaders working at the cutting edge of AI in logistics. Whether you are just starting to explore AI or looking to scale your existing strategy, the series offers practical insights, real-world use cases and future-forward thinking you can act on today.
Click here to watch episode 6 of our Impact of AI on Freight Procurement mini-series.
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