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. McKinsey's supply chain risk survey found that 90% of supply chain leaders say their companies lack sufficient talent and skills to meet their digitization goals—a figure that has barely changed since McKinsey's first survey of supply chain leaders in 2020. This highlights the ongoing challenge of scaling digital transformation.
The momentum is building rapidly. An Accenture study found that 29 percent of supply chain executives plan to fundamentally reinvent their supply chain management using generative AI.
Meanwhile, 82% of operations leaders in PwC's 2025 Digital Trends in Operations Survey 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 is still one of the first things shippers weigh when choosing a freight partner.
The Market Snapshot
The global freight forwarding market is worth well over $150 billion a year, and market research firms expect it to keep growing into the 2030s. With digital disruptors gaining ground, traditional forwarders are under pressure to modernize.
But the takeaway is clear: 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. (Uber Freight's head of digital brokerage has made the same point: digital brokerage "got a bad name" early on by trying to force everybody through one way of doing business.)
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
Documentation Automation – faster BLs, fewer errors
Live Chat & Support Bots – 24/7 basic assistance
Predictive ETAs – fewer missed cut-offs
Compliance Monitoring – proactive alerts on regulation changes
Human Advantages
Problem Solving – rerouting, carrier exceptions, port holds
Negotiation – terms, rates, space on high-demand sailings
Customer Assurance – empathy during crisis or delays
Long-Term Strategy – understanding client goals
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%. (Some of that schedule data is public in our Sealanes schedule and vessel atlas.)
The portal gives customers:
Real-time shipment tracking
An automated reporting suite
Detailed shipment timelines
Live visibility into container status
Unlike many forwarders who rely on static spreadsheets or internal emails, our system pulls schedule and tracking data from 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 a standard FCL box 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. Automation reduces manual touches and improves precision across the logistics chain, but people must remain reachable for complex issues.
Invest 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
More shippers now set emissions and sustainability targets for their supply chains, and many expect their freight partners to help measure progress. 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. We pick up that thread in The Human Edge in Digital Logistics. If you'd like to see how the balance works on your own shipments, talk to an Airlift expert.
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'
McKinsey: Supply chains: Still vulnerable (2024 supply chain risk survey)
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.
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