AI is everywhere in logistics conversations. But what does it actually mean for freight forwarders, customs brokers, and shippers? Is it just hype, or is it already delivering measurable value? At Raft, we believe AI is as disruptive as the internet or the cloud, and its applications are transforming how supply chains operate today and tomorrow.
Why AI in Logistics Is Different from Past Technology Hype
Blockchain generated excitement but never achieved widespread adoption in logistics. AI is different. With scalable computing power and natural language capabilities, AI has become practical. Large language models, deep learning, and automation are already being applied to supply chain workflows. The ability to “read, learn, and act” is pushing logistics away from email and spreadsheets and toward real-time decision-making.
The Need for Supply Chain Automation
Freight forwarding still runs on email and Excel despite decades of investment in TMS and ERP systems. The challenge is that global supply chains span many partners, each with different processes and data standards. The result:
- Staff spend hours rekeying data from documents.
- Manual errors cause costly delays and disputes.
- Data often arrives weeks after events, too late to act.
How AI Improves Freight Forwarding Operations
AI can extract structured data from invoices, bills of lading, and customs documents, then feed it directly into TMS workflows. This improves accuracy, reduces human error, and accelerates decision-making.
Real-World Applications of AI in Supply Chain Management
Disruptions such as the Red Sea crisis, rail strikes, or volcanic ash clouds create cascading problems. Traditionally, forwarders learned about delays days too late. With AI:
- Alerts are identified and shared instantly.
- Trucking, warehousing, and customs plans can be adjusted sooner.
- Customers receive accurate updates faster, building trust.
Information velocity is now as critical as shipment velocity.
How AI Impacts the Logistics Workforce
A frequent concern is whether AI will eliminate jobs. In practice, AI removes repetitive, low-value work, freeing teams to focus on exceptions and customer service. As one Raft customer put it, logistics firms want people for their brains, not their fingertips.
AI also helps companies handle volume swings without constant hiring and layoffs, creating resilience in unpredictable markets.
Over half a trillion dollars has been invested in supply chain technology, yet most freight forwarding still runs on email and Excel. AI is finally changing that.
Beyond Document Automation: The Next Step for Logistics AI Platforms
Some vendors stop at document parsing. But true logistics AI goes further, orchestrating workflows across systems, departments, and partners. To deliver real value, AI must:
- Integrate with TMS, ERP, WMS, and CRM systems.
- Learn company-specific processes.
- Automate alerts and next steps across teams.
Every Raft customer uses bi-directional TMS integration, ensuring AI is embedded directly into operations rather than bolted on.
TMS AI Integration in Action
- AP Invoice Automation: AI validates invoices against TMS accruals, automates approvals, and speeds payment processing.
- Customs Automation: AI digitizes and verifies clearance documents, reducing compliance risks.
- Bookings and Pre-Alerts: AI ensures data flows accurately, increasing visibility and reducing rework.
Customers also discover process bottlenecks previously hidden by manual volume management.
The Future of AI in Freight Forwarding and Supply Chains
Phase one of AI in logistics is digitizing unstructured data. Next comes full orchestration, where AI agents proactively manage exceptions, replan shipments in real time, and enable supply chains to run without manual firefighting.
Just as cloud technology became the standard, AI in logistics will become the default. The question is not if, but when.
Conclusion: Why AI in Logistics Matters Now
The logistics industry is too complex to run on email and spreadsheets. AI delivers the accuracy, speed, and scalability required for modern freight forwarding and supply chain operations. At Raft, we see this transformation happening every day across our logistics AI platform. AI will define the next era of logistics technology and set the pace for supply chain leaders worldwide.
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If you’re ready to explore how your organization can scale with technology, not headcount, download our 5-Step AI Readiness Checklist to get started.
Or read our blog AI Can Write. AI Can Talk. But Its Brain Needs Better Data to learn why high-quality data is the key to making AI in logistics truly effective.