What Freight Forwarders Need to Know to Succeed With AI Partnerships

Looking to Get Started With AI? Here’s How Freight Forwarders Can Build Smart, Step by Step.

Adele Miftari, Enterprise CS Manager at Raft

The freight forwarding industry is at a pivotal point. With global supply chains growing increasingly complex and customer expectations higher than ever, freight forwarders are turning to AI partnerships to stay competitive. But what exactly makes these partnerships successful? 

In today’s fast-evolving logistics landscape, AI is no longer just a buzzword; it’s a business-critical capability. At Raft AI, we see firsthand how forward-thinking freight forwarders are leveraging AI to transform operations, unlock efficiencies, and drive competitive advantage. Yet, many organizations hesitate, waiting for a “perfect moment”. Here are four key things to think about: 

1. Start Small, Scale Smart

Successful AI adoption doesn’t mean flipping a switch across your whole operation all at once. Many leaders advise starting with a focused pilot first, targeting specific areas of the business before rolling it out globally, highlighting the importance of quick wins that build internal trust. The goal is to learn, refine, and expand thoughtfully.

2. From ‘AI is a tool’ to an ‘AI is a partner’ mindset 

The greatest value is seen when teams view AI as a partner, one that simplifies tasks and enhances decision-making. Companies that achieve the smoothest adoption are those that involve their teams early, fostering collaboration and shared ownership from the start.

Encourage open conversations about how AI will support daily work, and involve key people in planning and pilot stages.

3. Focus on Change Enablement

In today’s fast-paced environment, getting everyone on board is vital to turning AI potential into real success. Teams need to see how AI can deliver tangible value by taking the weight of long, manual work off their shoulders and freeing them to focus on what matters most. 

True transformation doesn’t happen overnight. It comes from thoughtful change enablement: a clear plan for training, communication, and ongoing support that gives teams the confidence to embrace new tools and make the most of them.

4. Don’t wait for the perfect moment - start now to be ahead 

The AI landscape moves quickly. Waiting for a perfect plan or the perfect data means losing time and a competitive edge. The leaders in AI adoption start small, learn fast, and scale what works.

Identify a high-impact use case (e.g. document processing, exception management, or customs clearance) and begin there. Use that as a learning ground to refine your approach and expand AI’s role over time.

Final Thoughts

Freight forwarders who embrace AI today are positioning themselves to lead tomorrow’s logistics industry. The journey requires bold leadership, thoughtful planning, and the right partnerships, but the rewards are transformative. The future is being built right now, and Raft is the AI partner you need on the journey. 

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