Uber Freight Outlines "Transportation Orchestration" Strategy to Automate Freight Decisions

Uber Freight is building toward "Transportation Orchestration," a strategy to increasingly automate network planning and freight execution across shippers, Chief Product Officer Amir Pelleg said in a FreightWaves post. The approach combines automation of routine work, data-driven intelligence and automated execution, with logistics experts retained to handle high-judgment decisions. Pelleg said AI allows the company to analyze more network data in real time and identify improvements that feed back into the system. Uber Freight is also targeting cross-network coordination, aiming to combine freight and capacity across customers to cut costs in ways individual shippers cannot achieve alone. The company is betting its managed logistics business, marketplace and Uber's technology foundation can support coordinated execution. Pelleg said progress will be judged on lower costs, reliable service and faster adaptation, adding that the buildout "will take time."