AI in TSL – The transformation is speeding up 

A modern TSL company could not function effectively today without the support of technology: TMS, ERP and telematics systems, which are the basis for process optimization and automation. It is difficult to imagine manually collecting and analyzing huge amounts of data about orders, vehicles, rates, drivers’ working hours and incidents on the route on a daily basis. Repetitive and time-consuming tasks that require the quick processing of large amounts of data are increasingly being taken over by advanced algorithms and applications – including those based on artificial intelligence. Information such as timely execution of orders, their specificity and the directions served are analyzed, which allows for maximum accuracy in predicting the risk of disruptions in the supply chain;  one of the most costly industry problems, estimated at 184 $ billion annually.

The AI ​​system can automatically:

• select the best carrier for a given order,
• set a competitive rate for a given transport,
• generate shipping documentation and enter it into the document flow,
• monitor cargo and calculate ETA (Estimated Time of Arrival),
• prepare a quote and estimate the profitability of the order.

According to Eurostat data from 2025, more than half of large companies in the EU have already used AI technology. Although AI software and systems were used relatively rarely in logistics (by just over 6% of companies), the trend is upward – the transformation is speeding up (1). For many TSL companies, the coming months will be a time of selecting, implementing, testing and integrating AI tools with their TMS, ERP and telematics systems.

Artificial intelligence in the hands of the forwarder

A freight forwarder is a specialist who coordinates transport orders. They negotiate rates and terms of cooperation, select optimal routes, ensure proper transport conditions, handle customs formalities, ensure on-time deliveries, and build customer relationships. The list of his responsibilities is long and varied. However, freight forwarders today do not manage all transport independently or manually. They rely on technology to accomplish many tasks. AI-based systems are increasingly assisting freight forwarding departments in areas such as:

• Route planning and optimization – the algorithm can analyze, in addition to standard variables, also data on current traffic jams and sudden incidents on the road, tonnage restrictions, road tolls, weather conditions, driver availability and previous travel results. In this way, it helps reduce empty runs, delays, and fuel waste. Polish companies are already investing in dedicated software with artificial intelligence modules that help freight forwarders plan their routes more efficiently.

• Automated document flow – Transport orders, waybills, invoices, delivery notes and customs documents contain a lot of data. Documentation must be generated and entered into systems. AI tools can not only read documents but also extract necessary information from them, assign it to the appropriate orders, and detect any omissions or errors. In the event of an error, the freight forwarder receives a document for verification along with a suggested solution. They don’t have to manually review each item. However, documentation created and shared by AI still requires human review, particularly in customs and financial matters. This is primarily a matter of accountability. In the event of errors, the algorithm will not be held accountable.

• Customer service and communication – Intelligent chatbots and virtual assistants are becoming increasingly humanized. They can answer various questions 24/7, such as about offers, shipment location, estimated delivery date, or shipping documents. They can also automatically send notifications, translate messages, suggest next steps, or redirect messages to the appropriate department when a physical employee is needed. This solution relieves the shipper of the burden of repeatedly providing the same information and being available 24/7.

• Anticipating delays and other risks – Based on historical and current data, AI algorithms and applications can estimate the probability of a delay or other problem on specific routes. Traffic information, weather conditions, announced protests, disruptions at border crossings, and previous unloading times for individual contractors are analyzed.

Artificial intelligence is taking over further elements of the forwarding process, especially those related to data analysis, documentation, planning, and communication in standard matters. It allows for increased efficiency in forwarding operations, reduced human-caused errors, and more effective prediction of disruption risks.

Can AI replace an experienced forwarder?

Currently, artificial intelligence supports the work of forwarders, relieving them of many tasks and improving key processes – but it is not ready (yet?) to completely replace them. Freight forwarding is a broad field that requires logistical knowledge, experience, negotiation skills, personal communication with the client, the ability to react quickly to unforeseen situations, and an individual, flexible approach. And this is the domain of humans, not machines. Moreover, not everything that happens between sending an offer to the customer and completing the transport order can be reduced to hard data and entered into the system. Artificial intelligence lacks the intuition developed over years of communicating with various clients and solving various problems. It also lacks access to informal arrangements with the recipient and doesn’t fully understand the risk of losing a customer. AI-based systems are excellent at analyzing vast amounts of data, but it doesn’t make decisions for the forwarder. It creates reliable reports and recommendations that aid in transport planning and monitoring, but it’s the forwarder who ultimately decides whether to change the route to the one proposed by the system, accept the suggested rate, send the generated document to the customer, search for an additional vehicle, and so on.

AI-based algorithms and applications are constantly evolving, so in the future we can expect that the role of the freight forwarder will not only become marginal, but rather limited to areas where the human factor is irreplaceable.

Freight Forwarders and AI Systems – Partners, Not Competitors

A freight forwarder remains essential where it is necessary:

• • negotiate rates and terms of cooperation,
  • assess the credibility of the contractor or client,
  • interpret ambiguous information,
  • reconcile conflicting interests,
  • complete missing or correct incorrect data,
  • take action in emergency and crisis situations,
  • decide on accepting the order for non-financial reasons,

• have a conversation with a customer, contractor or driver,

• take responsibility for the decisions one makes. 

A freight forwarder’s qualifications and competencies are no longer necessary for manually entering data, sending template notifications, or creating quotes for simple, standard orders. Artificial intelligence automates administrative tasks and routine tasks, but it doesn’t eliminate the freight forwarder’s profession. Instead, it helps an experienced specialist manage the complexities of transport processes. It provides them with recommendations, but the evaluation and decision-making rests with the human. Thanks to AI, freight forwarders gain more time to utilize their resources where they are essential.

Will artificial intelligence replace freight forwarders? There is no sign of that happening (at least for now). Another scenario is more likely – the market value of specialists who can use new, intelligent technologies will increase. Employers will be looking for freight forwarders who can ask AI models relevant questions, then verify the results and compare the data and recommendations with professional knowledge, experience, and industry practices. Soft skills, such as communication skills, stress resistance, negotiation skills, and the ability to anticipate, will remain crucial.

It is worth looking at the forwarder and artificial intelligence as synergistic partners whose presence increases the competitiveness of the TSL company.

(1) Use of artificial intelligence in enterprises, https://ec.europa.eu