My Deep Dive on FreightCaviar: Can Freight Brokerage Really Be Automated?
I recently had the chance to sit down with Krystian and Paul on the FreightCaviar Podcast for episode E173, and we covered some ground I'm genuinely excited about. The conversation, titled "Can Freight Brokerage Be Automated?", gave me a platform to pull back the curtain on what we're building at linehaul.ai and where I see this industry heading.
How We Do More with Less at linehaul.ai
At linehaul.ai, I've always believed in getting significant results without burning through massive resources. That's the core of what we do as a digital freight brokerage. My approach has been strategic automation of backend operations - moving beyond the traditional methods that most brokerages still rely on.
The foundation of this strategy involves fine-tuned Large Language Models that I've built and hosted on our on-premise GPU servers. The whole automation concept came to me during a large account project where I identified major inefficiencies in tracking and tracing. Instead of trying to "revolutionize freight" with flashy tech, I focused on practical automation that actually makes a difference. That's what sets us apart.
Our internal models - I call them "Lester and Chester" - handle proactive communication with shippers and carriers. They provide timely updates and even manage initial replies, which frees up my team to focus on the complex stuff that still needs a human touch.
The Reality Check on Full-Scale Automation
During the podcast, Krystian asked me point-blank whether full-scale automation is possible for freight brokerage. While some industry observers are incredibly bullish on immediate, sweeping changes, I offered a more realistic perspective.
The human element in freight is still massive. Unpredictable traffic conditions, accidents, and the critical role of drivers present significant challenges to complete automation in the short term. I'm not saying it's impossible, but anyone promising full automation tomorrow is selling you something.
That said, I do see a future where advances in computer vision - AI that can operate computers by visually processing screens - combined with decreasing computing costs, could enable broader automation. What takes a top developer hours today might be achievable by any company with powerful, affordable computing within a decade.
This vision aligns with our continuous pursuit of practical AI solutions. We're not trying to replace humans entirely; we're trying to make them more efficient.
Announcing freightCognition and Laneweaver 2.0
Here's where things get exciting. In 2025, I'm releasing Laneweaver 2.0 under a new brand called freightCognition.
Laneweaver 2.0 isn't just another TMS. It's a comprehensive platform that integrates CRM functionalities, a multi-tenant YMS, and much more. What makes this particularly compelling is that I'm building it myself, bringing together my 13 years of hands-on sales operations experience in logistics with programming expertise that goes back to 1995 (I started with HTML in third grade).
I understand both the operational complexities and the technical solutions required. The platform is being developed using React for the frontend and Golang for the backend.
Here's the key part: all software released under the freightCognition brand, including Laneweaver 2.0, will be completely open-source. This decision stems from my commitment to transparency and data integrity. I want to separate the software development entity from the brokerage operations to build trust and prevent conflicts of interest.
What This All Means
This FreightCaviar appearance underscores our commitment to pushing freight technology boundaries. I believe in building intuitive, powerful, and efficient tools that empower 3PLs and logistics professionals to navigate modern supply chain complexities.
My blend of practical industry experience and deep technical expertise aims to create solutions that truly make a difference - enhancing real-time visibility and operational excellence for carriers and shippers.
Watch the full conversation on FreightCaviar's YouTube channel: "E173: Can Freight Brokerage Be Automated? with Anthony Fecarotta, Founder of linehaul.ai"
Like the video, subscribe to FreightCaviar for more content, and follow linehaul.ai on LinkedIn for updates on our journey to innovate the truckload industry.