• The Middle East is leading air cargo’s digital revolution, transforming airports into connected digital gateways through advanced infrastructure, integrated systems, and collaborations such as Awery’s work with Etihad Cargo to streamline charter operations.
• Integration and data standardisation are reshaping supply chains, with platforms like Awery enabling seamless data flow across airlines, handlers, and forwarders—turning silos into connected, efficient networks built on trust and security.
• AI and automation mark the next frontier, with tools like eMagic and vMagic reducing manual work, enabling real-time voice-to-booking capabilities, and proving that digital transformation succeeds best when powered by collaboration and human connection.

From real-time data sharing to AI-driven automation, the entire aviation ecosystem—airlines, ground handlers, forwarders, and technology providers—is facing a collective challenge: evolve or fall behind. The complexity of global logistics, combined with rising customer expectations, has forced a fundamental rethink of how cargo moves. But what’s clear today is that the industry is no longer just talking about digital transformation—it’s doing it.

Leading by example

“The Middle East has been at the forefront of digital adoption in air cargo, largely because of the scale of investment in infrastructure and technology across the region,” said Vitaly Smilianets, CEO and founder of Awery.

Middle Eastern cargo operators have transformed their airports into “not just physical gateways but also digital ones”, building modern, integrated systems from the ground up. This digital-first approach has enabled the region to avoid the retrofitting challenges seen in other parts of the world, where ageing systems often make integration clunky and expensive.

“That investment has paid off,” he explained. “The region has become a stronghold for air cargo worldwide because the industry there has been able to leapfrog some of the legacy challenges that other regions still face.”

One example is Awery’s recent collaboration with Etihad Cargo. “We worked closely with the airline to deliver a tailored version of Awery’s ERP system, specifically designed to manage its cargo chartering operations. Through our collaboration, we witnessed the openness to adopting the latest technologies that we hope to see across the industry.”

From silos to seamless supply chains

Digital adoption in airfreight has moved well beyond early experimentation. Integration, automation, and transparency are now central priorities across the supply chain. This marks a clear shift in mindset across the industry.

“A few years ago, digitalisation was treated as optional or, in some cases, experimental. Today, the benefits are too clear to ignore, and more operators are leaning into it,” Smilianets expressed.

He pointed out that the most pressing challenge today is integration. “Airlines, ground handlers, and forwarders all have their own systems, but their true value comes when they can communicate with each other.”

That’s where platforms like Awery come in. “Our platform is designed to make sure data flows quickly, securely, and accurately across different systems. After all, data that sits in one silo is completely limited in value. The real benefits happen when this data connects the whole supply chain.”

Collaboration, standardisation, and trust

But integration isn’t just technical—it’s cultural. Smilianets emphasised the importance of collaboration and data sharing in achieving real transformation.

“Every shipment involves multiple operators and generates large amounts of data. If this information is accessible and standardised, the industry can work faster, communicate better with partners and customers, and realise significant savings in cost, time, and even CO₂ emissions.”

He singled out IATA’s ONE Record standard as a game-changer: “We have been strong advocates of ONE Record, because we believe open data exchange is essential in driving industry-wide digitalisation.”

However, he made it clear that openness must go hand-in-hand with trust. “Data security is non-negotiable. We’ve invested heavily in certifications like SOC 2 and ISO, run regular penetration testing, and have recently launched a Trust Centre where customers can see exactly how their data is protected.”

AI, voice tech and a new era of automation

Looking ahead, Smilianets believes the next leap will come from artificial intelligence and automation. “In air cargo, AI can unlock significant efficiencies, whether it’s automating repetitive data entry, predicting disruptions, or optimising operational decisions.”

Awery is already pushing in that direction. “We’ve been integrating automation and AI for a long time, particularly through our tools like eMagic, which automates data input and reduces errors. We also recently launched vMagic, which is able to translate voice notes from several languages and generate a quote or booking using the spoken shipment information.”

He added: “What’s exciting to see now is that customers are increasingly adopting and trusting these capabilities, which means they’re becoming embedded in daily operations.”

In-person innovation

While digital tools are transforming the landscape, Smilianets believes that human interactions still play a crucial role in moving the industry forward, as shown at events like the TIACA Air Cargo Forum.

“On the innovation side, industry events create the space to showcase real-world examples of how technology is delivering benefits today,” he said. “The exchange of ideas in panels and Q&A sessions help set the agenda for the industry as a whole.”

But just as importantly, it’s about people. “Air cargo is a relationship-driven industry, and building trust is easier when we’re in the same room.”

From face-to-face onboarding to gathering user feedback, these interactions often lay the groundwork for long-term partnerships. In Smilianets’ view, “It’s where partnerships are forged—and where transformation truly begins.”