At this year’s Broker/Carrier Summit in Orlando, Florida, one discussion kept coming up again and again:
As artificial intelligence and automation reshape the freight world, many carriers still want real relationships — not just algorithms.
Addison Westmoreland, National Sales Manager at Cashway Funding, attended the summit and spoke directly with carriers and brokers about the impact of AI in trucking. The consensus was clear: while technology makes the industry faster, trust, transparency, and human connection still drive long-term success.
AI Is Changing Freight — But Not Every Trucker Is Ready
There’s no denying that AI and automation are transforming logistics — from predictive load matching and route optimization to faster broker-carrier communication.
But many carriers voiced concerns about what might be lost in the process.
Carriers told us they worry about:
- Losing the personal touch that comes from dealing with real people
- Being treated like data points instead of business partners
- Wondering if automated systems will prioritize large fleets over small, independent operators
- Getting stuck with bots instead of people when something goes wrong
Technology can make trucking more efficient — but it can’t replace trust, responsiveness, and relationship-building that come from working with a team who knows your name.
Relationships Still Drive the Trucking Industry
When Addison spoke with carriers at the summit, one theme stood out:
“Truckers want technology that helps them work smarter — not systems that replace their human relationships.”
Most carriers still prefer working with brokers and vendors who pick up the phone, who understand their business, and who communicate openly when challenges arise. They rely on relationships built over time — not just apps and algorithms — to feel confident about their freight, payments, and future.
That’s why so many carriers still partner with factoring companies like Cashway Funding that combine smart digital tools with real customer support.
At Cashway, We Believe in Smart Tech + Real People
At Cashway Funding, we like to say we’re built on Fin-touch, not just Fintech. Long before the AI revolution took hold, we understood that while technology can make funding faster, it’s the human connection that keeps our clients confident and supported. Our approach blends smart digital tools with personal service — the kind where you can still pick up the phone and talk to someone who knows your business. For us, it’s not about replacing relationships with automation; it’s about using technology to enhance the trust, responsiveness, and real-world understanding that our clients count on every day.
Cashway Funding embraces technology — from our digital wallet and fuel discount programs that include advanced telematics and fraud prevention to our online portal and client app with fast online funding approvals.
But the difference is simple: we don’t and won’t ever take the people out of the process.
Every Cashway client has direct access to a dedicated team member — not an AI chatbot — who’s focused on keeping their cash flow running smoothly.
Whether it’s sorting out paperwork, verifying a load, or solving a funding delay, we make sure our clients talk to someone who cares. That personal connection builds trust — and that’s something AI can’t automate.
The Real-World Impact of Losing Human Connection
As automation increases, many small carriers say they feel like they’re losing visibility and control. When systems fail or payments are delayed, it’s not an algorithm that answers the call — it’s a person. That’s why truckers value partners who don’t hide behind tech. At Cashway, we make sure our clients never feel like they’re talking to a robot. Every funding question, rate check, or issue is handled by someone who actually understands the realities of running a trucking business.
The recent AWS outage that disrupted major companies around the world was a stark reminder of how fragile even the most advanced technology can be. For hours, businesses were offline, apps stopped working, and communication systems went silent — leaving customers without answers and operations at a standstill. In industries like trucking, where every delivery and payment matters, that kind of disruption can cause real financial stress. At Cashway Funding, we design our processes with resilience in mind. If technology goes down, our people don’t. Clients can always reach a real person who knows their account, their business, and how to keep their cash flow moving — no matter what’s happening in the cloud.
The Hidden Price of Low-Cost Factoring
While low-cost online factoring platforms may look appealing at first glance, many carriers quickly discover what’s missing once the paperwork hits a snag. These automated systems rely entirely on computer decisioning — there’s no one to call when an invoice gets rejected, a broker doesn’t pay, or a document is missing a signature. Cashway Funding has gained back multiple clients who tried those “too-cheap-to-be-true” options only to realize that the lowest rate often means no real service, no billing or collections support, and zero credit protection when something goes wrong. Our clients know that a few extra basis points are worth it when they come with real people who make sure you get paid — every time.
Conclusion
AI will undoubtedly shape the future of freight and logistics, transforming how loads are booked, routes are optimized, and cash flow is managed. But no matter how advanced the technology becomes, real people and the relationships between them will always be the backbone of trucking. For carriers, brokers, and everyone connected to the industry, human connection still wins when it comes to loyalty, trust, and real results.
At Cashway Funding, we’re proud to say we deliver great service from people who care. We’ll continue to embrace technology and automation to make freight factoring faster and simpler — but never at the expense of relationships. Because at the end of the day, trucking doesn’t run on algorithms; it runs on people.
“Technology is great for speed, but when a carrier’s livelihood depends on getting paid, they want to talk to someone who gets it,” said Addison. “That’s why we’ll always make sure our clients have a real person to call — no bots, no runaround, just answers.”
The freight industry will continue to evolve, and so will we. As AI and automation grow, Cashway Funding remains committed to keeping people at the center of everything we do — helping truckers and small business owners grow with reliable, transparent funding powered by both smart tools and genuine human connection.
👉 Ready to see how people-powered service and smart technology can work together for your business? At Cashway Funding, we combine speed, savings, and real relationships to keep your business moving forward. Find out more here
