Softlink Global urges freight tech industry to pair AI with human expertise

Softlink Global is pushing the freight technology sector to adopt AI without sidelining operational judgment, customer coordination and compliance know-how. The message comes as the industry weighs automation gains against workforce cuts and restructuring tied to AI efficiencies.

Why it matters: - Freight forwarding relies on exceptions, relationships and judgment under pressure, so AI alone cannot run the business. - Softlink Global is arguing that the industry’s next phase will favor companies that use automation to boost productivity without stripping out experienced teams. - The debate matters as freight technology firms face pressure to cut costs while adding AI-driven capabilities.

What happened: - Softlink Global called for a balanced AI strategy across freight technology and logistics. - The company said the freight and logistics sector should combine artificial intelligence with human operational expertise. - CEO Amit Maheshwari said freight forwarding is not a standard software environment because it depends on operational judgment, customer coordination, compliance understanding and real-world problem-solving. - Maheshwari said Softlink Global is investing aggressively in AI. - Softlink Global said it continues to expand teams while many technology companies focus on workforce restructuring.

The details: - Softlink Global has built technology for freight and logistics for more than three decades. - The company said its future strategy centers on AI capabilities plus domain expertise and customer-focused teams. - Softlink Global said it recently completed organization-wide appraisals with average salary increases of 15% to 25%. - The company said it is expanding across technology, support and product development functions. - Softlink Global serves freight forwarders, customs brokers, logistics providers and supply chain companies in more than 50 countries through its Intelligent Cloud ERP platform, Logi-Sys. - The company is investing in AI-driven automation, document intelligence, customer support, analytics and operational visibility. - Softlink Global said those investments are paired with a focus on customer-centric innovation and industry expertise.

Between the lines: - The message positions Softlink Global against a pure automation narrative that can frame AI mainly as a cost-cutting tool. - Maheshwari’s comments suggest freight software vendors may need to prove that AI improves service quality, not just labor efficiency. - The company is also signaling that talent retention and capability building remain competitive advantages in a sector built around operational complexity.

What's next: - Softlink Global is likely to keep adding AI features across its platform while preserving human-centered workflows. - The company’s hiring, salary and product decisions suggest it expects demand for logistics expertise to remain strong as automation expands. - The broader freight tech industry will keep testing how far AI can go before operational knowledge becomes a limiting factor.

The bottom line: - Softlink Global’s message is straightforward: AI can change freight technology, but logistics still runs on people who understand the exceptions, not just the software.