Artificial intelligence is everywhere. But in air cargo, where operational complexity meets razor-thin margins, it’s not hype that matters—it’s usability.
According to Zvi Schreiber, CEO of Freightos, AI’s real value lies in scale, simplicity, and smart application. With more than a million digital air cargo bookings now flowing through its platforms annually, Freightos is using real-world data—not theory—to drive pricing, improve routing, and reshape how the industry books freight.
“There will be constant evolution as we get customer feedback and as we increase our dataset of millions of bookings even more,” Schreiber explained.
“We’re accelerating our focus to make sure customers can take advantage of our full scope,” he said.
“That means dynamic pricing not just for general cargo, but eventually for temperature-controlled goods, hazardous shipments, and more.”
It’s a move away from the static tariffs and spreadsheets that still dominate many procurement cycles. As volatility becomes the norm, index-linked rates and software-assisted tendering—like that offered through Freightos’ Procure platform—are becoming more attractive.
AI-enhanced connectivity and interlining
Freightos has already made headlines for enabling digital interlining, allowing forwarders to book multi-leg cargo journeys across different carriers via a single interface. This is no longer a concept—it’s operational.
“We’ve broadened the scope of routing with intelligent algorithms that allow for new combinations,” Schreiber stated.
“You can now connect agents, forwarders, and carriers in a way that feels seamless—and it’s getting better with AI.”
This kind of flexibility is particularly relevant as trade lanes shift under geopolitical pressure, capacity constraints, and growing e-commerce flows. But while Freightos supports smarter routing visibility, it draws a line at capacity management.
“That’s a fascinating AI topic,” Schreiber admitted, “but it’s not in our wheelhouse as a booking platform.”
Looking ahead, Freightos is taking an even broader view of how users access and manage freight quotes. The upcoming version of its Rate, Quote & Book software will unify air, ocean, and land modes—bringing forwarders and their BCO customers into a single multi-modal interface.
“This goes beyond digitising the airline-forwarder relationship,” Schreiber explained. “We’re enabling forwarders to manage their own quoting portals, collaborate with clients, and adapt to market shifts in real time.”
Blockchain? Still no need
What about blockchain, the perennial “next big thing” in logistics tech?
“We’ve scaled air eBookings to over a million a year without needing blockchain,” Schreiber said plainly. “To me, it still feels like a solution in search of a problem. Certification on-chain hasn’t emerged as a real pain point.”
Freightos’ experience supports that claim. With 10,000+ forwarder offices and 60+ airline integrations, the need for secure, scalable, and synchronised data flows has been met without the decentralised ledgers that blockchain promises.
“Speed and simplicity are still king,” Schreiber added.
The real disruption is usability
As air cargo accelerates its shift toward digital workflows, Schreiber believes the real disruption won’t come from a single piece of tech—but from making complex decisions simple, and smart tools universally accessible.
“With AI, the challenge isn’t just building good models. It’s creating platforms that any freight forwarder can use to move faster, quote better, and respond to change,” he said.
“Digital freight isn’t just about automating a booking,” Schreiber concluded. “It’s about building a resilient, connected, intelligent ecosystem that helps the industry move at the speed of global trade. And that’s exactly what we’re doing.”
