Copyright FreightWaves
AI is a transformative force reshaping industries, especially in freight. It’s no secret that the transportation industry is working frantically to adopt AI and machine learning to optimize operations and cut costs. Because of fierce competition and small margins, freight companies, particularly carrier fleets, are adopting AI technologies in a variety of ways and learning as they go. According to Danielle Villegas, Chief Product Officer at PCS Software, organizational management changes whenever new technology comes into the workforce. This evolving landscape presents both challenges and opportunities for fleet owners to maximize efficiency and empower their workforce. “One of the biggest concerns we hear right now is how fleets are going to support their people when they adopt AI,” Villegas said. It’s a pressing concern. When an AI tool comes along that can quickly take care of a lot of tasks that used to define a role, how do fleets shift the workflows to maximize their employees’ impact? The best way to leverage AI, Villegas says, is to let it solve the tedious problems and let your employees focus on the complex problem-solving and the relational aspect of freight. “[AI] frees your people to engage in what humans excel at,” Villegas said. This reflects a broader industry trend: balancing automation with human intuition and expertise. Freight companies face unique challenges during the transition to automation. Experienced dispatchers bring a wealth of essential insights that can’t be quickly trained. “All around the country, there are fleets with dispatchers who have been in their role for decades, and they have an almost immeasurable amount of tribal knowledge,” Villegas said. That’s the kind of issue that can slow down and hinder an organization when there’s any major changes or disruptions. “Your experienced dispatchers do a lot more than build loads and find routes,” Villegas said. “They know through years of experience what drivers will want which loads, where there’s going to be deadhead and where there’s going to be likelihood of a good backhaul, and what yards and shops have a good or bad reputation.” Integrating AI into these processes can help companies preserve this irreplaceable knowledge while optimizing operations. “A purpose-built, native AI can help support that transition and put less pressure on individuals to keep unoptimized systems functioning,” Villegas said. Embracing the right AI tool, she says, means you don’t replace human intelligence; you supplement and enhance it. “Native AI acts as a data repository for all of those data points and can learn all the nuanced details of your fleet and your partners,” Villegas said. This is where PCS Software’s Cortex AI steps in, addressing the unique needs of freight operations. Unlike competitors who bolt on AI solutions as an afterthought to keep up with the trend, PCS integrates Cortex directly into their Transportation Management System (TMS). “Cortex AI is embedded within the PCS TMS and leverages over 25 years of proven freight operations expertise,” Villegas said. Native integration ensures seamless operability and sets PCS apart in the industry. Cortex AI’s capabilities are extensive. It functions as a real-time decision engine, automating routine tasks like load sorting and dispatching. “With our UI, you can drag and drop loads into the system, along with any PDFs, emails, and other documentation,” Villegas said. The system ranks profitability and coordinates optimal driver routes while minimizing empty miles. “We see over and over that loads get stuck in inboxes, and by the time you get to them, it’s often too late,” Villegas said. “One click turns it into a load, and then matches that with driver recommendations.” The Backhaul Booster feature identifies and secures return legs proactively, reducing deadhead miles and increasing revenue. By integrating such advanced AI functions, PCS positions its TMS as a critical hub in any freight operation by offering transparent and actionable insights in real-time. “A lot of AI companies aren’t giving you a window into decisions,” Villegas said. “We want to be as transparent as possible and enable our customers to make tweaks based on their own business.” As AI assumes mundane tasks, companies must pivot their operational focus and redefine workforce roles. Villegas says that fleets need to invest in developing interpersonal skills within teams and client relationships. “Communication can be a little intense when it comes to freight operations floors,” Villegas said. “Day to day work causes tensions. Spend more time making personal connections within your organization and with clients and partners.” Enhancing these skills becomes a competitive edge, fostering trust and collaboration between teams, clients, and partners. AI’s integration in TMS paves the way for elevated employee roles that center around strategic thinking and relationship management. The workforce is then, as a result, empowered to concentrate on high-value tasks that drive revenue and customer satisfaction. “Having a level of trust will be extremely valuable at the end of the day,” Villegas said. Embracing AI tools like Cortex inevitably leads to adjustments within operations. It necessitates a reassessment of hiring priorities and ongoing training to ensure the workforce effectively leverages automated systems. “For us, the future doesn’t look like more add-on AI,” Villegas said. “It’s native AI.” Systems embedded with intelligence from the ground up, she says, are already at a distinct advantage. Native construction of AI systems, like Cortex, allows freight companies to work more efficiently and adapt quickly without being constrained by disjointed integrations. By embedding AI into every facet of their TMS, PCS ensures that clients have an adaptable, robust system capable of scaling with business growth and technological advancement. “The transportation industry doesn’t need more dashboards or disconnected tools,” Villegas said. “It needs smarter systems that think, learn, and act as partners in the business. That’s the promise of native AI in TMS.” In an era where AI is becoming omnipresent, the real differentiator between companies will be the human element: their people and the relationships they nurture. While AI delivers the procedural advantages, leadership in freight must prioritize the added value of trust and partnerships. Fleets focused on maximizing these human elements align their strategies for sustained success. “The fact is, everyone will soon be using AI if they aren’t already,” Villegas said. She urges companies to get ahead of this trend. The transition doesn’t have to be riddled with challenges, according to Villegas. It can be an opportunity to redefine business processes and emerge stronger. A forward-thinking approach makes a smooth adjustment to AI much more likely. At the crux of AI integration in freight is the symbiotic relationship between technology and human expertise. PCS Software’s Cortex AI epitomizes this synergy byt transforming traditional TMS systems into dynamic, intelligent platforms. Cortex’s native AI integration confirms that smarter, more streamlined operations are within reach. “Fleets should focus on what they do best,” said Villegas. “Now is the time to learn how to leverage AI and redefine your operational landscapes. Now is the time to fortify your human capital.”
