Artificial intelligence is reshaping the freight forwarding industry, and the pace of change is accelerating. From the way bookings are processed to how supply chains are monitored in real time, AI is creating new possibilities for forwarders and their customers alike.
At LEMAN, we follow these developments closely. We believe technology should serve a clear purpose, and we adopt it when it genuinely makes things better for our customers and our colleagues. Here is what is happening across the industry, and where we see the real value.
1. Smarter route optimisation in real time
Choosing the best route for a shipment used to mean weighing a fixed set of variables: cost, transit time, and carrier availability. AI systems can now analyse hundreds of data points simultaneously, from weather patterns to port congestion, geopolitical developments, fuel prices, and carrier performance histories, and recommend the most efficient route dynamically.
For shippers, this means fewer delays and fewer surprises. For forwarders who implement it well, it means faster problem-solving when disruptions occur because alternative solutions can be identified and acted upon immediately, not hours later.
2. Predictive visibility across the supply chain
One of the most common frustrations in logistics is not knowing where a shipment is, or why it is delayed. AI-powered tracking and predictive analytics tools are changing this fundamentally.
Rather than simply reporting where cargo is right now, these systems can forecast where it will be and flag potential issues before they escalate. Estimated times of arrival become genuinely more accurate. Exceptions become more manageable. And customers can plan with greater confidence.
We don’t believe in digitalisation for digitalisation’s sake. Technology must serve a purpose – and that purpose is to make life easier for our customers and colleagues. That’s what drives our choices
— Morten Holm, Group CIO, LEMAN
The industry is still in the early stages of deploying this well. The difference between a dashboard that shows data and one that helps you act on it is significant, and that gap is where the real work happens.
3. Automated documentation and customs compliance
Customs clearance and freight documentation are among the most time-consuming and error-prone parts of the forwarding process. Intelligent document processing tools can now read, classify, and validate shipping documents (bills of lading, commercial invoices, certificates of origin) in seconds rather than hours. Automated compliance checks flag inconsistencies before they reach a border.
This is one area where we at LEMAN have already taken concrete steps. Our AI-powered booking assistant has now processed more than 10,000 bookings: reading unstructured requests, extracting the relevant data, and creating structured entries automatically. What used to take up time for our colleagues has now been considerable sped up. You can read more about it here.
The result is not just speed. It is that our teams spend less time chasing missing data and more time solving real logistics challenges for customers.
4. Demand forecasting and capacity planning
Freight markets are volatile. Volumes shift with seasons, economic cycles, and sudden world events. AI-driven demand forecasting can give forwarders and their customers a sharper view of what is coming.
By analysing historical shipping data, industry trends, and macroeconomic signals, these tools can help identify when capacity will be tight, when rates are likely to move, and when to book ahead. For importers and exporters managing complex supply chains across multiple modes and regions, that kind of proactive intelligence is valuable.
The technology is developing fast. But it works best when it is combined with experienced people who understand the nuances that data alone cannot capture.
5. Enhanced customer service through intelligent support
AI is also changing the way forwarders interact with customers day to day. Intelligent support tools from AI-assisted case management to natural language processing can handle routine enquiries faster, route complex issues to the right person instantly, and give teams the context they need to respond with precision.
This does not replace the human relationship at the heart of good logistics, but it can strengthen it. When routine tasks are handled efficiently, our people have more time for the conversations that matter. The ones where experience, judgement, and genuine partnership make the real difference.
At LEMAN, we approach AI the same way we approach all technology: with purpose and a healthy sense of proportion. We do not adopt tools because they are new. We adopt them when they solve a real problem. And we make sure they support our people all the way.
We are proud of what we have built so far. And we are just as proud of what has not changed: our commitment to being personal, responsive, and genuinely useful to every customer we work with.
If you are thinking about how AI might benefit your supply chain, or if you simply want a freight forwarder who will pick up the phone and think through the problem with you, we would like to hear from you.
Want to learn more about how LEMAN is shaping the future of logistics?