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Emotional intelligence as vital as Artificial Intelligence, says freight tech chief

[ November 8, 2023   //   ]

Successful adoption of artificial intelligence (AI) will need solutions that enable forwarders and customs brokers to prioritize human connections, said Raft chief executive James Coombes, told the The International Air Cargo Association (TIACA) executive summit on 7 November.

The tech firm founder stressed that freight forwarding is ultimately a relationships business. AI exists to free up time for forwarders and customs brokers to focus on the human elements of their work, he argued.

“While it’s true that AI holds tremendous potential, trust and human relationships are fundamental elements in logistics, and these emotional aspects are an area where AI has its limitations,” said Coombes.

“The connections we build with our service providers, customers, and partners are invaluable and irreplaceable.

“Our approach is to use AI to automate the more routine, lower-value tasks, allowing freight forwarders and customs brokers to concentrate on nurturing and enhancing these crucial relationships.”

The importance of developing safe, human-centric, and trustworthy AI was endorsed by the Bletchley Declaration, signed by multiple countries at the UK’s AI Safety Summit last week.

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