The freight forwarding industry faces a fundamental paradox:
While technology adoption is accelerating at an unprecedented pace, the human element remains more critical than ever. As AI continues to grow as a buzzword in many industries, especially in supply chains, workers fear getting replaced with new technology. At Airlift, we believe the key to success lies in combining the human element with the power of technology. The broader industry aligns with this view; for instance, FreightWaves, a leading voice in logistics, has highlighted that AI is most effective when working in tandem with employees.This isn't about choosing between human service and technology—it's about understanding how they work together to create superior customer experiences and operational efficiency.
A Digital Dilemma
The pressure to digitize is real and measurable. A recent McKinsey survey reveals that 90% of supply chain leaders say their companies lack sufficient talent and skills to meet their digitization goals—a figure that has remained consistent since 2020. This highlights the ongoing challenge of scaling digital transformation.
McKinsey Source: https://www.mckinsey.com/capabilities/operations/our-insights/supply-chain-risk-survey
The robotics revolution has also arrived: approximately 80% of warehouses in the United States are expected to adopt robotics and automation by 2025, and the use of robotics in the supply chain is expected to grow annually by 14% by 2025.
The momentum is building rapidly. A recent Accenture study reveals that 29 percent of supply chain executives plan to fundamentally reinvent their supply chain management using generative AI.
Meanwhile, 82% of operations leaders say they face challenges in balancing short-term needs with long-term strategic changes, reflecting the real tension between immediate operational demands and digital transformation investments.
Yet, customer service remains the top-rated factor in choosing a freight partner.
The Market Snapshot
The global freight forwarding market is valued at $178.1 billion in 2025 and is projected to grow to $249.8 billion by 2034. With digital disruptors gaining ground, traditional forwarders are under pressure to modernize.
But data shows a clear takeaway: Human relationships still drive loyalty and retention. Forwarders who can blend technology with personal service are poised to lead the next era.
The Risks of Ignoring Either Side
Go Human-Only → Risk Falling Behind
Manual processes introduce scaling bottlenecks
Lack of visibility leads to frustrated customers
Time spent on manual data entry means less time solving problems
Go Tech-Only → Risk Losing Loyalty
A lack of emotional connection or trust-building leads to lower customer satisfaction
A tech only approach is unable to handle edge cases or exceptions
Customers feel like ticket numbers, not partners
Case Study: The Reality of Full Automation
A major logistics technology company initially pushed hard on full automation—but eventually hit a ceiling. The model lacked the warmth and responsiveness customers still needed.
Their solution? Build a hybrid model where digital tools streamline processes, while account managers manage relationships and step in for complex cases.
It wasn't about rejecting technology—it was about putting it in the right place.
Where Technology Works (And Where It Doesn't)
Tech Advantages
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Airlift in Action: Technology That Amplifies People
At Airlift, our comprehensive customer portal exemplifies the human-technology balance in action. Our API-integrated vessel schedule and real-time tracking system has reduced manual entry tasks—like cut-off dates, ETDs, and transshipment milestones, by over 50%.
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Unlike many forwarders who rely on static spreadsheets or internal emails, our system syncs directly with global carrier feeds. That means our operations team spends less time updating, and more time advising.
The Human Element in Action
However, technology alone doesn't solve everything. Our team has handled many complex problems and has successfully reduced costs for shipments even when the issues weren't originally our responsibility. Recently, for a nominated shipment, a shipper loaded overweight cargo and the liner Maersk refused to release it, threatening to charge $5,000 for the overweight loading. Our team intervened immediately by bringing the container back to the shipper's premises, converting it from an FCL to a flat rack, and ensuring it was loaded correctly. As a result, we successfully negotiated with the liner and got the charges fully waived. Instances like this happen on a day-to-day basis and demonstrate how human expertise, proactive problem-solving, and real-time coordination make the difference, especially when the unexpected happens. It’s a reminder that while technology is a powerful enabler, it’s the people behind the screens who bring solutions to life.
The Perfect Balance
While customers can independently track their shipments, access reports, and monitor container movements through our self-service portal, they know that behind every screen is a dedicated team ready to step in when exceptions arise. The technology handles the routine visibility and reporting, freeing our experts to focus on problem-solving, relationship building, and strategic guidance.
This hybrid approach has led to more than 50% efficiency gains in manual work and up to 15% cost savings—while continuing to deliver the personalized support our customers value.
Best Practices for Balancing Technology and Human Service
Based on industry best practices, here's how to balance technology adoption with human service:
Start With Customer Pain Points
Don't implement technology for technology's sake. Focus on areas where customers experience the most frustration—typically visibility, communication, and response times.
Maintain Human Escalation Paths
Every automated system should have a clear path to human intervention. The automation of delivery services will not only reduce human intervention but also increase precision in the logistics chain, but humans must remain accessible for complex issues.
Investing in Staff Training
Technology adoption requires your team to evolve their skills. Rather than replacing people, successful companies retrain them to work alongside new systems.
Measure What Matters
Track both efficiency metrics (cost per shipment, processing time) and relationship metrics (customer satisfaction, retention rates) to ensure technology enhances rather than replaces human value.
The Sustainability Factor
In a 2024 shipper survey the company found that of the shippers planning to adjust their strategies to meet sustainability goals, 27% plan to use technology more than ever. This presents an opportunity for freight forwarders to use technology to provide better environmental reporting and optimization while maintaining the human expertise needed to help customers achieve their sustainability goals.
Looking Forward: The Partnership Model
The future of freight forwarding isn't about technology replacing humans—it's about creating partnerships where each does what they do best. Technology excels at processing data, maintaining consistency, and providing 24/7 availability.
Humans excel at building relationships, solving complex problems, and providing the strategic insight that creates long-term value.
The freight forwarders who thrive in the coming decade will be those who master this balance, using technology to enhance human capabilities rather than replace them. They'll offer their customers the best of both worlds: the efficiency and reliability of modern technology combined with the expertise and personal attention that only humans can provide.
The question isn't whether to embrace technology or maintain human service—it's how to blend them seamlessly to create an experience that neither could deliver alone.
Sources
FreightWaves: Supply chains need to balance AI, human talent
FreightWaves: The urgency of leveraging technology to compete
FreightWaves: Uber Freight's Souder trying to balance automation and the 'human experience'
Logixboard: How Technology is Changing Customer Service for Freight Forwarders
This article was written by the team at Airlift, a technology-forward freight forwarder helping businesses navigate the balance between digital efficiency and personalized service. Learn more at airliftusa.com
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