The global logistics landscape is undergoing a transformative shift as C.H. Robinson (CHR), a leading third-party logistics provider, implements cutting-edge generative AI technology to streamline freight operations. By automating critical processes throughout the freight lifecycle, the company is achieving unprecedented efficiency gains while delivering tangible benefits to customers.
AI-Driven Automation Accelerates Freight Processes
CHR's proprietary generative AI technology now handles multiple aspects of freight management with remarkable speed and accuracy. The system automates key operations including:
- Email Quoting: Processes 2,600 daily quote requests in just 32 seconds on average, covering both truckload (TL) and less-than-truckload (LTL) shipments.
- Email Orders: Converts 5,500 daily emails into freight orders within 90 seconds.
- Email Appointments: Processes over 3,000 daily appointments across 26,000+ locations in 60 seconds, even when customers bypass CHR's contactless booking system.
- Shipment Visibility: Automatically communicates with carriers when automatic status updates fail, eliminating manual intervention.
From Hours to Seconds: Dramatic Efficiency Gains
The efficiency improvements are substantial. Previously manual processes that took up to four hours now complete in 90 seconds. This acceleration enables faster customer service while allowing CHR staff to focus on higher-value tasks.
"In just a few months, we've created new models to automate more transportation steps at scale," said Arun Rajan, CHR's Chief Strategy and Innovation Officer. "This represents a significant efficiency breakthrough for the industry and global supply chains. For retailers managing hundreds of products or automakers coordinating 30,000 different parts, saving hours and minutes per shipment is crucial."
Customer Benefits: Speed, Cost and Service Advantages
CHR's AI implementation delivers multiple customer benefits:
- Faster Processing: Accelerated quoting, ordering, scheduling and tracking improves overall supply chain velocity.
- Cost Reduction: Research shows shippers delaying spot market bookings may pay 23-35% more due to capacity constraints.
- Enhanced Service: CHR teams can devote more time to strategic support, including complex problem-solving and supply chain optimization.
Competitive Edge: Data, Expertise and Customer Insights
CHR's success with generative AI stems from unique advantages:
- The industry's largest dataset for AI training
- Deep logistics expertise to guide AI decision-making
- Granular customer insights for personalized solutions
Megan Orth, CHR's Director of Digital Enablement, explained: "Our technology mimics human cognition by applying our knowledge about logistics, markets and specific customers. We've taught the models how to use this knowledge, enabling them to perform work previously requiring human intervention."
The AI tools continuously learn and escalate complex cases to human experts when needed, ensuring service quality.
Future Outlook: Continued Innovation in Supply Chain
CHR continues to lead the logistics industry's AI revolution, developing new applications that enhance both operational efficiency and customer value. The company's ongoing innovations promise to deliver increasingly intelligent solutions for global supply chains.