How to Rally Your Freight Team Around Adopting AI

Freight runs on relationships. But in a fast-moving market, staying competitive means complementing your people-first foundation with the speed and accuracy of AI — built right at the bleeding edge of what’s possible for brokerage and 3PL operations.

Still, change can feel uncertain. When team fears go unaddressed, they can stall adoption and drag down morale.

Adopting and implementing new technology is a skill, and getting good at it is critical to unlocking AI’s full potential. Successful change management requires empathetic leadership that tackles the emotional side of change, not just the technical one.

Be transparent about the what, why, and how

You already recognize the competitive value of being an early AI adopter — but for many reps, hesitation runs deep. In an industry built on connections and trust, reps may worry that automation will disrupt or weaken important relationships. Some also fear that AI could eventually replace their roles.

But these fears usually stem from misunderstanding. AI is a tool to reduce repetitive work, not a replacement for human reps. To foster openness to change and minimize adoption resistance, help your team understand what AI tools they’ll use, why these tools will help them meet business goals, and how AI will impact their roles.

To set the stage for an AI rollout:

• Be upfront about what’s changing and what’s not. Outline which tasks will be automated and which will remain human-driven. If your AI tool focuses on automating load-building and order entry, share that with your reps. Clear communication eliminates uncertainty and helps teams get excited about new opportunities.
• Emphasize role enhancement, not replacement. Empathize with your team’s concerns. Reassure reps that AI can’t replace the value they bring to the table — but it can amplify their impact and help them build stronger relationships.
• Share business goals and how AI will help reps achieve them. Be specific about how AI supports the outcomes your team cares about, like higher win rates. For example, AI can automate the capture and sharing of information, which converts siloed rep knowledge into accessible team intelligence.

Show how AI drives growth and meaningful work

The fastest and most engaged AI adopters are usually the first to see massive unlocks in their performance. But to build that engagement, your reps first need to see how AI benefits them — not just the bottom line. To accelerate adoption, highlight how AI frees your reps to be more creative and productive by clearing low-value, yet necessary tasks.

Offloading repetitive tasks — like vetting carrier calls — lets reps focus on high-value, revenue-driving work, including strategy and complex problem-solving. As they practice these skills, they step into management-level tasks earlier in their careers. When your team understands how automation supports their growth, they’ll naturally lean in and position themselves to thrive.

To connect automation to career growth:

• Explain how AI helps your reps skip tedious work. Map out exactly what’s coming off your reps’ plates, and how automation helps them move faster across common workflows — like spot quoting lanes and scheduling.‍
• Show how automation unlocks high-level performance. With repetitive work on autopilot, highlight how your reps can focus on growth levers, like landing new accounts, creating strategic plays for edge cases, and expanding your book of shippers.‍
• Explore how better data visibility drives smarter decisions. Pinpoint how key AI data — like historical outcomes, win rates, and response times — can help reps analyze what’s working, adjust pricing strategies, and optimize their workflows.

Involve teams early and celebrate wins

Rolling out new AI workflows can feel like a heavy lift, especially when reps depend on experience and carefully crafted routines to do their work. That’s why it’s essential to bring reps into the AI evaluation process early. Then, celebrate small successes — like faster response times — to show where AI makes a meaningful difference.

This early involvement also builds ownership. When your reps help shape AI implementation, they’re not just accepting change — they’re leading it. And with a say in the decisions that affect their work, teams are more likely to embrace change. The result is a high-trust, people-first experience, and a culture that champions AI instead of resisting it.

To give reps a seat at the table:

• Involve your teams in the vetting process. Invite reps to demo tools and weigh in on what works — especially your skeptics and emerging talent. New reps often bring fresh energy and excitement to adoption, while critics ask tough questions early, building broader team confidence.
• Be vocal about early wins. Celebrate AI victories early and often to encourage a shift in team culture. Use all-hands and team meetings to recognize reps who show significant improvements in productivity and creative problem-solving.
• Consider financial rewards. Invest in rep productivity with real incentives and rewards. This approach turns AI adoption into a win-win. Reps see that AI can improve their earning capacity, while the entire business shares the efficiency gains.

Turn early adopters into team mentors

The most successful implementations don’t start from the top — they start from within. Every team has early adopters: internal champions who are quick to try new tools and tweak workflows to stay ahead. These team members use AI tools daily, so they’re the first to spot new opportunities and explore how to make the most of AI tools.

And when reps see tangible wins coming from their peers (not just leadership), they’re more likely to support change. Empowering early adopters builds trust and encourages fast traction for AI tools across the team.

To leverage peer influence for successful adoption:

• Find your early adopters and share breakthrough stories. Identify naturally curious team members who embrace new challenges and show openness to experimentation. These are your reps’ best mentors. Document and share their stories and favorite AI use cases.
• Ask early adopters to share their strategies. Get early adopters to articulate how they quote, build, and schedule for different customers with AI tools. This approach creates business clarity and helps teams unlock greater efficiency.
• Ask early adopters to onboard new reps. Formalize a mentorship program where successful adopters guide new users through common AI challenges and best practices.

Foster open dialogue and feedback

Change can bring uncertainty, particularly when AI is involved. Creating an environment where reps feel safe to ask questions and share concerns is crucial for successful AI adoption.

If reps feel heard, they flag roadblocks faster, help create solutions, and engage with tools instead of avoiding them. And when you foster open, two-way dialogue, you create an empathetic, human-first culture where AI adoption sticks.

To encourage authentic conversations:

• Create dynamic communication channels. Don’t build basic forums to check a box — create a feedback system that engages reps. Experiment with regular 1:1 check-ins, team feedback meetings, and dedicated forums to inspire discussions.
• Welcome skepticism. Give your reps the space to push back and voice concerns openly. Consider anonymous feedback systems to create an extra layer of psychological safety.
• Keep communication open after your rollout. Don’t neglect communication channels after kickoff ends. Try periodic pulse surveys to monitor adoption progress and address emerging issues.

Adapt AI training to team comfort and skill levels

Skill gaps are one of the main barriers to successful AI adoption — and this lack of familiarity is often behind team skepticism. Your team has a wide range of AI experience, skill, and confidence — so a one-size-fits-all training approach won’t cut it.

Customized training supports reps as they adapt to new tools. Team members who get appropriate AI tool training are more likely to adopt it confidently. That confidence reduces resistance while keeping your team engaged for the long haul.

To meet your reps where they are:

• Reassure reps that they’re not starting from scratch. Frame new AI tools as extensions of existing platforms and workflows. When core tools — like email and quoting software — stay the same, you boost the likelihood that reps will comfortably adopt AI systems.
• Offer flexible learning pathways. Check in with reps to gauge their comfort level and skill with AI tools. Then, adjust your internal training to match. New users may prefer 1:1 practice sessions, while experienced reps may be comfortable reviewing documentation and digging in.

Meet Vooma: The AI teammate built for freight

AI is no longer a nice-to-have — it’s the edge that keeps your team competitive. With the right partner, rollout is simple and the impact is immediate. At Vooma, our AI agents and insights help your team supercharge logistics operations and win more freight. Here’s why freight teams pick Vooma:

• Built by industry veterans. Our team has deep industry expertise, so you stay on the cutting edge of AI tech across the entire shipment lifecycle — from vetting carriers to quoting and track and trace.
• “Whatever it takes” partnership mentality. We’re more than just a tool — we’re an industry partner. From rollout to hands-on training, our team goes above and beyond to deliver a personalized experience and a comprehensive AI strategy from day one.
• Simplified rep implementation and success. Our AI agents sit on top of your reps’ existing workflows, automating busywork and helping them focus on the high-level work that drives growth and builds confidence.

As a result, your reps are more productive and fulfilled, and your business consistently outpaces the competition.

Want to see Vooma in action? Book a demo today.