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Let’s start with the obvious: freight is messy. You’ve got too many carriers, too many moving parts, and way too many people asking, “Where’s my shipment?” Rates fluctuate. Capacity vanishes. Your top customer just changed their delivery windows again.

Let’s not sugarcoat it — navigating freight in today’s sanctions landscape is like playing chess during an earthquake. The rules keep shifting, the pieces move without warning, and what worked last month might now land you in serious legal hot water.

You’ve got a truck out on the road, burning fuel, using a driver’s full shift… and it’s only 60% full. Not because you didn’t have more cargo. But because, somehow, it just didn’t get loaded right — or planned right — or no one realized there was another drop going in the same direction tomorrow.

The client sends angry photos, your ops team swears the truck was fine. And now you’re stuck in the “who’s to blame” loop, playing detective after the fact. Sound familiar? Yeah, we’ve all been there. That’s where machine vision comes in—not just another tech buzzword, but something that’s actually starting to change how we monitor cargo while it’s moving, not just after it arrives looking sad.