New research from Descartes Systems Group shows that companies are embedding automation and AI into core transport functions, with generative AI now widely used for tasks from data entry to freight forecasting. The findings highlight how global shippers and logistics providers are rethinking the role of transportation as competitive pressure and market volatility intensify.
Transportation as a Growth Driver
The 9th Annual Global Transportation Management Benchmark Survey reveals that 81% of shippers and logistics service providers now view transportation management as a source of differentiation or a competitive weapon, an all-time high in the study’s history. By contrast, only 19% still regard it as a basic service, reflecting a sharp change in mindset. This shift is mirrored in technology priorities: while transportation management systems (TMS) are becoming essential, only 17% of respondents say their operations are fully automated. More than one-third still rely heavily on manual processes, leaving efficiency gains untapped.
Investment plans are signaling a push to close that gap. Four out of five companies expect to increase TMS spending, with performance management, real-time visibility, and fleet routing ranking as top areas of focus. Carrier monitoring for insurance, safety, and fraud prevention also climbed into the top three capabilities, with North American respondents giving it greater emphasis than their European peers.
Generative AI Already Embedded
Perhaps the most striking finding: 96% of respondents reported using generative AI in transportation functions. The most common applications include data entry (41%), route and load optimization (39%), freight forecasting (35%), and automated load or capacity matching (35%). Customer service chatbots also registered significant adoption at 34%. Companies not using generative AI, just 4% of the sample, were more likely to describe transportation as a “necessary evil” and showed weaker revenue growth expectations.
72% of surveyed companies anticipate at least 5% annual revenue increases in the next two years, supported by automation and AI adoption. According to trade reports, these investments align with broader logistics trends, where companies are seeking both cost resilience and speed advantages through digital platforms.
From Automation to Integration
The results suggest the sector has moved past AI trials and is now embedding it into day-to-day operations. But the real test will be whether companies can connect transportation management to broader supply chain visibility and orchestration. The rise of fraud prevention and risk monitoring as TMS priorities suggests that the next wave of investment will balance growth ambitions with protection against disruption and compliance gaps.
