AI and the personal nature of freight forwarding
“Our approach is to use AI to automate the more routine, lower-value tasks, allowing freight forwarders and customs brokers to concentrate on nurturing and enhancing these crucial relationships,” says James Coombes, CEO and co-founder of Raft. He spoke about the role of AI in forwarding at an air cargo summit, highlighting the importance of personal relationships in the freight forwarding industry.
The importance of developing safe, human-centric, and trustworthy AI was endorsed by the Bletchley Declaration, signed by multiple countries at the UK’s AI Safety Summit early November.
“With this understanding, freight forwarders and customs brokers can take small steps to implement AI to address their operational pain points, recognise the immense value of this innovation, and slowly build and scale their use of modern technology from there,” said Coombes. (mk)