Live panel recap · 7 October 2026 · Hosted by Chain.io
If you can’t buy the system, you inherit your forwarder’s.
Enterprise TMS budgets don’t exist at 500 to 5,000 containers a year. So your forwarder’s technology becomes yours. Here is how we think about it.
Highlights
Dave Boothe on freight tech, AI and why trust still wins.
On 7 October our President, Americas, Dave Boothe, joined a live panel hosted by Chain.io. Three forwarders, three approaches to the same technology question.
- Dave Boothe OW Logistics · President, Americas
- Simon Kaye Jaguar Freight Services
- Robert Khachatryan Freight Right
- Hosted by Chain.io Our data & process integrity partner
What we said
Best-of-breed technology, run by people who know freight.
The panel asked how a mid-market forwarder should think about technology. This is where OW Logistics stands.
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[01] Tech strategy
Be the conductor, not the whole orchestra.
We bring in the best specialists: milestone data from one partner, integration and data integrity from Chain.io. Then OWL Vision plays them as one, from PO issuance to empty container return.
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[02] Visibility
Answer “where’s my product?”
A container link answers our question, not yours. How many are on order, booked, on the water, landed, cleared? OWL Vision starts at the purchase order, because that’s where your business does.
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[03] AI & trust
AI is a tool. Trust is the relationship.
“I don’t think the basic relationship is changing.” Customers stay because they trust us to know the trade and fix the problem. AI makes us faster at that, and we use it.
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[04] Expectations
The Amazon effect has reached freight.
People track a parcel to the minute at home, then wait days for a shipment update at work. That gap is closing. Partners who can’t move at that speed get left behind.
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[05] Commoditization
Solve the pain point, change the conversation.
If the only topic is rate per container, you’re a commodity. Find the one thing hurting a customer’s supply chain and fix it with service and tech together. The conversation changes after that.
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[06] RFPs
Ask the follow-up question.
Ten yes/no technology questions tell you who can fill in a form. Ask the operational questions too, then leave time to dig into the answers. That’s where the rubber meets the road.
The clips
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Tech strategy, 0:38 “We kind of see ourselves as the conductor of the orchestra.” -
Visibility, 0:27 “It gets down to, you know, where’s my product?” -
AI & trust, 0:31 “I don’t think the basic relationship is changing.” -
Customer expectations, 0:34 “Everyone expects everything to happen immediately.” -
Commoditization, 0:37 “You really have to solve or satisfy a specific need.” -
RFPs, 0:37 “Really dig into the answers and ask the next question.”
Your supply chain
Want this conversation about your freight?
Thirty minutes with our team: a walkthrough of OWL Vision and an honest conversation about what would change for your freight.