CH Robinson bets its AI army can outflank forwarding rivals

CH Robinson is deploying AI agents to recommend freight routings, prepare quotes, and process ocean bookings, arguing that its proprietary technology and customer data will widen its competitive advantage in global forwarding.

The expansion into ocean shipping, airfreight, and customs brokerage includes tasks requiring more than a dozen agents working together, according to the forwarder.

“As we’ve brought our AI playbook to global forwarding, the benefits keep compounding,” said Mike Short, president of Global Forwarding. “Customers have information they need sooner. Data is more consistent. Processes are more predictable.”

But the announcement also reveals how little automation earlier booking technology achieved.

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