People Don’t Want to Do Business With Machines

Despite the rise of automation in the freight industry, human brokers are still essential. Broker-Carrier Summit Founder Dan Lindsey reflects on the initial concerns when digital freight brokers like Uber Freight and Convoy emerged, with many fearing automation would replace human freight brokers. However, despite advancements in technology, human involvement in the industry remains strong, as brokers are still essential for managing freight transactions. He believes there will always be a need for real people behind the tech, as customers prefer doing business with people rather than machines. #freight #automation #freightbroker #freightbrokers #logistics