From Hesitation to Adoption: A practical path to AI for forwarders

Shippers increasingly expect freight forwarders to act as strategic partners, not just transportation bookers, but logistics problem-solvers with the digital capabilities to manage modern supply chain complexity.

With trade policy disruptions, geopolitical tensions, rising customer expectations, and rapid advances in automation, the industry is entering a new era. AI-driven technology is now a business imperative, not a “nice to have.”

AI is accelerating at an unprecedented pace. Forwarders that embrace it early will strengthen their relevance and competitive advantage. Those who wait risk falling behind. The time to prepare for AI adoption is now.

A recent July 2025 research report from Magaya and Adelante SCM, Freight Forwarding at a Crossroads—Preparing for 2026 and Beyond, underscores the readiness gap. When respondents were asked about their biggest concerns related to using AI in freight forwarding operations, they said:

• 48% — Lack of internal expertise or understanding

• 41% — Concern about errors or compliance violations

• 29% — Fear that AI could make decisions without human oversight

To help forwarders move past these challenges, we asked Kristjan Lillemets, Chief Product Officer at Magaya, for practical advice on how to begin building AI readiness.

“Start small.”

Choose a low-risk, low-cost process where you can pilot AI and build confidence through real results. “Look for tasks that are repetitive and time-consuming,” Kristjan advised. “Keep the scope of the AI implementation focused and define your ROI, what success looks like for your business.”

Kristjan also emphasized the importance of selecting the right people to oversee AI projects. “Choose your subject matter experts, not junior staff to lead AI implementation.”

Experienced team members can readily identify incorrect outputs, AI hallucinations, or compliance risks. “Human-in-the-loop is key to successfully transitioning to AI that streamlines redundant, time-consuming logistics processes,” he explained.

“The goal is to build trust in AI technology—one small step at a time.”