Artificial intelligence (AI) isn't just powering chatbots or predictive text anymore. From personalized search results to automated insights, AI is reshaping nearly every corner of modern technology — and freight logistics is no exception.
For shippers, the natural question is: What does this mean for freight shipping operations now, and where is it heading in the future?
Jonathan Drouin, Vice President of Product Strategy & Design at the WWEX Group, has been closely watching the rapid rise of AI. He recently shared insights on how AI in logistics is already being used, where it will create the most value for shippers, and why it's becoming a critical part of the shipping industry at large.
Current applications of AI in logistics
Although many people view AI as futuristic (or at least bleeding edge), it is already being applied in meaningful ways within logistics and supply chains. Drouin explains that GlobalTranz has moved quickly to experiment with AI tools across both customer-facing and back-office functions.
"In the last year or so it's gone from a buzzword to the early stages of trying out what AI can really do," Drouin says. "We have quite a few pilot initiatives to explore. And we've deployed AI both internally with back-office support, and in customer-facing interactions."
Here are some of the current pilot programs at WWEX Group that highlight how artificial intelligence is being put into practice:
- Simple customer quotes: When a shipper sends an email requesting a quote, AI can read the request, tap into the pricing engine and generate a response — reducing wait times.
- Carrier sourcing: In the truckload division, AI-powered voice and email agents interact directly with carriers. These tools can handle portions of the rate negotiation process, freeing humans for higher-value conversations.
- Claims management: When a shipment arrives damaged, an AI agent can read the claim request, validate details and file the claim with the carrier.
- Billing and exceptions: In back-office support, AI is beginning to respond to billing disputes and exceptions, particularly in less-than-truckload (LTL) shipping.
While AI handles routine tasks, human oversight remains central. Trained personnel continue to monitor all activity and step in for complex claims, negotiations or customer interactions. This human approach ensures quality while accelerating routine processes.
The Benefits of AI Shipping — Today and Tomorrow
As pilot programs expand, shippers will notice immediate improvements in response times and personalization, Drouin said. Unlike the generic, sometimes frustrating chatbots of the past, logistics AI is now being developed to provide fast, tailored experiences.
"Within the next six to 12 months, AI is going to provide a personalized customer experience. It'll get to know you and how you like to interact. So, when you send an email or call in, you'll get instant action — no more waiting hours to get a quote or have a claim filed," Drouin says.
This personalization extends to transportation management systems (TMS). Instead of navigating multiple dashboards, users will soon be able to ask questions in a conversational way:
- "Tell me about my late shipments from the past 30 days."
- "What invoices are still open?"
- "Show me my top carriers by volume."
Because the answers will be drawn directly from curated shipping data, the interaction will be more accurate than public AI tools and faster than manual reporting.
Looking ahead, Drouin believes AI will also guide strategic decision-making. By analyzing large volumes of shipping data, AI will be able to recommend route changes, identify cost-saving opportunities, reduce claim risks through packaging adjustments or suggest alternative carriers. Instead of just answering questions, AI will evolve to proactively offer solutions.
Shipping AI Set To Transform the Industry
Beyond GlobalTranz, the larger freight industry is also preparing for sweeping change. Drouin predicts that shipping AI will transform how quickly and accurately companies make decisions.
"The speed of change will accelerate, as will your ability to be quick and agile if you adopt AI," Drouin says. "Especially in supply chain, you're going to be able to make very complex decisions within seconds or minutes — decisions that currently take days or weeks. Having a dynamic AI-powered supply chain will become increasingly important if you want to stay competitive."
In the near term, AI will continue automating smaller but essential tasks — weekly reports, appointment scheduling and data entry. In just a few years, however, AI tools will scale to more advanced applications, supporting predictive analytics, real-time demand forecasting and even freight automation tools that can optimize routing or manage exceptions with minimal human intervention.
Drouin uses a load-tracking example to illustrate the magnitude of the shift. Today, a logistics coordinator might manage 350 loads per month. With the support of several AI agents, that same person could oversee 2,000 or more, focusing only on exceptions.
"A lot of people are concerned that it'll replace people, but I think it's going to enhance what people can do and help us do it at a much higher rate than we can visualize today," Drouin notes.
Preparing for an AI Shipping World
So, what can shippers do right now to prepare for the next wave of AI in supply chain management? Drouin stresses the importance of becoming comfortable with AI tools as early as possible.
"Companies should be experimenting with chat prompts and seeing what those tools can do. Having a culture of learning is key," he advises.
However, he also cautions against depending too heavily on public AI platforms, which may produce inaccurate results — sometimes called "hallucinations" — and carry data privacy risks. Shippers should explore AI carefully, always protecting sensitive business data.
The bottom line: don't let early limitations discourage you. AI tools are improving rapidly, and familiarity now will help companies gain an advantage as tools become more sophisticated.
"Even if you have a bad experience with one of these platforms, keep exploring. It's going to keep getting better," Drouin says.
Why work with a future-focused, AI-enabled 3PL?
For many businesses, partnering with a 3PL that is already investing in AI will be the easiest way to keep up with the pace of change.
"Look for providers that are embedding AI within their existing tools such as an ERP or TMS," Drouin says.
Unlike public AI solutions, these embedded tools are built on curated, proprietary data sets. That makes them not only safer but also far more accurate and relevant to specific shipping needs.
At GlobalTranz, for example, AI is being trained on decades of logistics experience and millions of transactions. That allows the shipping technology to deliver precise answers that reflect real-world freight realities — whether it's providing advice on freight class, sourcing freight carriers or analyzing shipping patterns.
It may look and feel like a familiar chat interface, but behind the scenes, it's customized for logistics and tailored to shippers' needs.