On July 30, Augment proudly served as the headline sponsor of the FreightWaves Supply Chain AI Symposium in Washington, DC. Our CEO and co-founder, Harish Abbott, delivered the keynote address, sharing his vision for how AI can unlock real, measurable value in freight, not just hype. From rethinking business processes to turning backend automation into growth opportunities, here are the top takeaways from his talk.

1. Waymo’s AI Efficiency Is a Blueprint for Freight

Waymo captured 30% of SF’s ride market with just 300 cars, compared to Lyft’s 2,000, by using AI for fleet coordination and citywide demand prediction. This illustrates how overarching AI systems can dramatically improve efficiency and reduce idle time.

2. Why AI Adoption in Freight Lags but Holds Bigger Potential

Unlike software, freight is messy, human-to-human, and multi-system. It’s harder to implement AI, but the opportunity is greater, think faster load building, fewer errors, and lower costs, leading to real margin and growth impact.

3. AI Buzz vs Reality: Rethink Processes, Don’t Just Plug In Tools

Many companies try to insert AI into existing workflows, such as replacing human agents with bots on calls. But real value comes from reimagining the entire process. Harish used the Netflix vs Blockbuster example to show that it's not about adding tech to legacy systems; it's about building smarter, AI-native workflows from the ground up.

4. Point Solutions Create Chaos, Contextual AI Drives Real Impact

Using disconnected tools (email bot, call bot, report bot) creates fragmented experiences. True value comes when AI shares context across steps, like autonomously detecting late pickups, rescheduling, and notifying customers—without any human needing to make a call.

5. AI Isn't Just a Cost Saver, It’s a Growth Driver

When AI automates routine work, humans can focus on higher-value tasks like sales, relationship-building, and strategy. In one case, faster document collection saved more money via quicker invoicing than by reducing headcount.

6. AI Success Depends on Change Management, Not Just Tech

AI implementation isn’t plug-and-play. It requires executive alignment, a clear value benchmark (e.g., EBITDA gains), re-training teams, and long-term management. The biggest barrier isn’t the tech, it’s organizational change.

Conclusion

Harish’s keynote made one thing clear: AI in freight is no longer just a futuristic concept or a flashy demo. It's a real, transformative force when implemented with intention, context, and strong leadership. As the industry evolves, the winners will be those who rethink their processes, embrace end-to-end solutions, and commit to change management. At Augment, we’re proud to be at the forefront of that shift.