Imagine a world where cumbersome email exchanges and manual processes in freight logistics are replaced by an AI-powered efficiency paradise—where quotes, order confirmations, scheduling, and tracking are completed in the blink of an eye. This isn't science fiction; it's the reality being created by C.H. Robinson (CHR), a global leader in third-party logistics services.
The AI Revolution in Freight
C.H. Robinson recently announced a milestone in artificial intelligence (AI) technology application, automating every critical step of the freight lifecycle and ushering in a new era of intelligent logistics. The company's proprietary generative AI technology functions as an tireless digital assistant, handling multiple freight processes automatically, including:
- Smart Email Processing: Automatically receiving and interpreting emails from various sources, accurately identifying key information to eliminate manual data entry.
- Instant Quoting: Generating competitive quotes in seconds based on real-time data and market trends.
- Rapid Order Confirmation: Automatically verifying order details to prevent human errors that cause delays.
- Seamless Scheduling: Intelligently arranging pickup and delivery appointments while optimizing routes and timing.
- Real-Time Tracking: Providing continuous visibility into shipment status and estimated arrival times.
10,000+ Daily Transactions: The Power of Automation
CHR reports that its generative AI system now processes over 10,000 routine transactions daily—a staggering figure demonstrating AI's transformative potential in logistics. Customers integrated with CHR's platform gain immediate access to automated services, while those still using email now benefit from equivalent speed and cost advantages.
This efficiency shift allows CHR personnel to focus on higher-value tasks such as:
- Enhancing customer service through personalized solutions
- Developing innovative services to improve shipping experiences
- Expanding service offerings to broader markets
From Four Hours to 90 Seconds: A Case Study in Efficiency
CHR shared a compelling before-and-after comparison: previously, employees required four hours to process emailed freight bids—a tedious and error-prone process. With AI, the same task now takes just 90 seconds, representing a 96% time reduction.
"In just months, we've created new models to automate additional transportation steps at scale," said Arun Rajan, CHR's Chief Strategy and Innovation Officer. "This represents a major efficiency breakthrough for global supply chains. For retailers managing hundreds of products or automakers coordinating 30,000 different parts, every saved minute matters."
This acceleration proves particularly valuable for time-sensitive industries:
- Retailers can bring products to market faster
- Automakers maintain production schedules by ensuring just-in-time parts delivery
- Businesses reduce operational costs by minimizing delays
Comprehensive AI Implementation
CHR's AI technology now handles multiple logistics functions:
- Email Quote Requests: 2,600 daily quotes generated in 32 seconds, now including less-than-truckload shipments
- Email Freight Bids: 5,500 daily emails converted to orders in 90 seconds through automated data extraction
- Email Scheduling: 3,000 daily appointments at 26,000 locations processed in 60 seconds
- Shipment Visibility: AI communicates directly with carriers when automated updates fail, eliminating manual check-ins
Behind the Technology: An Interview With CHR's Digital Connectivity Director
In an exclusive discussion, Megan Orth, CHR's Director of Digital Connectivity, explained the technology's development:
"Global supply chain complexity continues growing. Our customers rely on us to solve their toughest challenges while our new operational model helps us become faster and more focused. We constantly seek opportunities to automate repetitive tasks so employees can concentrate on strategic work."
Orth noted development began in January with tools launching by mid-year, now handling thousands of daily tasks. She highlighted key customer benefits:
- Enhanced service quality and accelerated time-to-market
- More competitive pricing through rapid response capabilities
- Strategic reallocation of human resources
Regarding competitive advantage, Orth emphasized CHR's unique position:
"Our AI leverages the industry's largest dataset combined with decades of employee expertise and customer-specific knowledge. The system mimics human cognition because we've taught it how to apply logistics intelligence, market conditions, and individual client requirements."
The technology continuously learns from both historical data and employee feedback, knowing when to escalate unique situations requiring human judgment.
The Road Ahead
As a logistics industry pioneer, C.H. Robinson continues advancing AI applications toward:
- Deeper process automation approaching fully autonomous operations
- Enhanced decision-making for demand forecasting and risk management
- Broader industry adoption across sectors
- More personalized customer solutions
- Sustainable shipping through optimized routing
This technological transformation signals a new chapter for global freight management—one where artificial intelligence and human expertise combine to create smarter, more efficient supply chains.