Paul Brashier, Vice President of Drayage and Intermodal at ITS Logistics, highlights the primary concerns shippers have regarding visibility tools: their cost and reliability. In late 2023, ITS Logistics launched a new product named ContainerAI, which integrates with existing freight services or functions as an independent offering for shippers.
“Large, resource-endowed shippers are on one end of the spectrum,” Brashier explains. “They demand data—specifically, reliable data that enables accountability—at the lowest possible cost.”
On the flip side, smaller shippers engage third-party logistics providers (3PLs) to handle their data and service needs. Brashier discusses the challenges these smaller entities face, especially those unaccustomed to managing their freight movements directly, typically referred to as ‘booking door’. “There’s a shift happening. These shippers are seeking to take control of their freight to ensure accountability and avoid the pitfalls experienced during the pandemic’s peak,” he adds.
Brashier notes that ContainerAI is designed to tackle these challenges by utilizing operationally tested data from ITS. “Unlike standalone providers who may lack operational insights, our data is validated through active use in logistics, ensuring it’s accurate,” he asserts. “If errors occur, like containers entering demurrage, it’s our responsibility; thus, our data must be precise. This ensures our clients receive reliable and redundant data.”
Regarding costs, ITS Logistics aims to make visibility more affordable by integrating it with their freight services. Brashier shares, “When we provide milestone data along with freight services, we can incorporate this data into clients’ business intelligence tools at no additional cost, making it economically advantageous for them.”
