Uncertainty is the new normal’, said Dr. Rebecca Harding in a conversation with Chris Roe, Managing Director of Amazon Freight, as they discussed the challenges and opportunities shaping the trajectory of the freight industry.
Few in the sector would disagree that economic headwinds, evolving regulations and geopolitical tensions have all converged to amplify the structural pressures on freight and logistics. To thrive now and in the future, shippers and carriers must adapt.
Old Pressures, New Tools
In a Rebeccanomics survey, 100% of shippers agreed technology is crucial to the freight industry’s resilience. Already, tools like AI, data analytics, and real-time tracking are helping shippers and freight carriers to boost their reliability and visibility.
‘We worked with a customer, connected our two systems via a third party, and increased visibility from 0% to 87% on the full movement from A to B. That allows them to manage their supply chain better and know about disruptions as they happen, rather than waiting for “B” and something not turning up’, explained Roe during the discussion.
This success story is a prime example of the power of digital collaboration in freight: connecting disparate data and systems, and harnessing AI, to create a real-time source of truth operators can rely on.
‘The need for collaboration across our industry is the reason why I’ve got a job in Amazon. I’d love to see collaborative efforts where, for example, customers can use each others’ freight and empty legs disappear’, noted Roe.
Accelerating Ahead
The journey toward a more digital, unified freight logistics sector is not without its hurdles. As Dr. Harding pointed out, many organisations still find adopting new technologies daunting—and risk relegating their transformation into the ‘too difficult’ box.
The challenge, then, is not just to innovate, but to democratise innovation, making advanced tools accessible and practical for operators of every size.
That means, above all, developing active partnerships. Dr. Harding and Chris Roe’s advice for the industry is to work closely with suppliers and partners, identify operational gaps, and prioritise system compatibility throughout the supply chain.
Ultimately, true progress will be achieved not just through individual adoption of technology, but through shared standards and collective action. In a sector defined by uncertainty, those who embrace partnership and digital transformation will be best placed to shape the next chapter of freight, and turn volatility into a long-term advantage.
