During a recent panel discussion at Breakbulk Europe, senior logistics professionals representing shippers conveyed a clear message to freight forwarders: an over-reliance on artificial intelligence or generic, undifferentiated proposals will not secure project cargo business. In an environment marked by persistent disruptions, high energy demands, and an ongoing energy super cycle, shippers are looking for more than automated responses.
The core of their feedback highlighted that forwarders must perform comprehensive due diligence and demonstrate a profound understanding of the shipper's specific requirements. This includes grasping the unique challenges and intricacies of each project, rather than presenting one-size-fits-all solutions.
For freight forwarders and operations managers in the project cargo sector, this insight underscores the critical need to invest in human expertise, detailed planning, and personalized engagement. Relying solely on digital tools for initial client outreach or proposal generation risks alienating potential clients who value tailored solutions for their complex shipments. The emphasis remains on building trust through demonstrated knowledge and proactive problem-solving, which can significantly influence routing decisions, capacity allocation, and overall project success.
