The Impact of AI on Shippers, Brokers and Carriers | Episode 40

As logistics evolves, AI is paving the way for more efficient, data-driven freight operations. By automating manual processes, enabling predictive pricing, and enhancing decision-making, the impact of AI is empowering companies to do more with less and stay competitive.

In episode 40 of Banyan Technology’s Tire Tracks® podcast, Lizz Harrell, SVP of Customer Success at Parade, discusses the future of AI in freight and logistics.

Harrell shares how AI is helping companies like Parade transform logistics through advanced data capabilities, capacity matching, and responsive service automation. The conversation explores how AI can streamline tasks for brokers, provide faster responses to carriers, and enable strategic decision-making in real-time.

“AI is both under and over-hyped — it’s not here to take our jobs or automate everything, but it’s reshaping logistics by putting people where they add the most value and letting tech handle the rest. It’s game-changing for Brokers and Shippers alike.”

Impact of AI Episode Key Points

  • Why the freight industry is slow to adopt technology.
  • The origin and purpose of Parade.
  • How Parade is implementing AI.
  • Integrating bots into customer service to support human interaction.
  • How AI can support the hiring process.
  • The role of AI in business intelligence.
  • The impact of AI across the logistics industry.
  • What it means to ask questions of your data.
  • Areas AI has not yet made an impact in.
  • Lizz’s message to listeners: AI is both over and under-hyped so start simple.
  • The Programming, Productivity and Progress pyramid.

“We scaled Parade as capacity management. The goal was to help: your network is your net worth.” — Lizz Harrell [0:09:28]

“The cool thing about freight is we never forget a lane.” — Lizz Harrell [0:19:40]

“Even as a company [with] AI baked into our DNA, there is still so much untapped with the amount of data that is out there.” — Lizz Harrell [0:30:07]

“AI is both over and under-hyped.” — Lizz Harrell [0:33:53]

Learn about the impact of AI on the logistics industry and how it’s helping companies manage freight smarter and faster than ever. Click above to view Tire Tracks episode 40.

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