# Bryan Lacaillade

Bryan Lacaillade works on AI and automation for freight forwarding and logistics, including at freightmate Ai. Lacaillade's posts focus on practical ways to improve forwarding operations and help industry teams assess AI.

- Profile: https://b2binfluencer.marketing/creators/bryan-lacaillade/
- LinkedIn: https://www.linkedin.com/in/bryan-lacaillade-6a049932
- LinkedIn followers: 5,414
- Topics: artificial-intelligence, supply-chain
- Based on 11 dated posts, latest 2026-10-09

## Summary

Bryan Lacaillade is most useful for practical AI and automation advice for freight forwarding operations.

- Best for: Freight forwarding software or logistics campaigns targeting forwarding, customs, and logistics operators.
- Not for: Developer tools or general AI agent platforms seeking paid always-on ambassador work.
- Check first: Ask for recent per-post reach, engagement, and audience demographic data.

### Takeaways

- Standardise a broken process before automating it, or automation can make workflows brittle.
- AI should remove repetitive work, not replace judgement.
- Teach AI through a demo and open questions.

## Main ideas

- **Fix the process before you automate it**: Bryan Lacaillade argues that an AI implementation should first repair broken processes: automating around existing inconsistency produces a complex, brittle system built on steps that probably should not exist. The recommended order is to ask the hard questions during implementation, cut unnecessary complexity, standardise the process, then automate it.
- **AI should remove repetitive work, not replace judgement**: In both their process argument and their comments at an industry exhibition, Lacaillade says automation removes repetitive copy-and-paste work so people can focus on customers and tasks that require judgement. They describe industry audiences as already understanding AI as a practical operational tool rather than something to fear.
- **Teach AI through a demo and open questions**: Their teaching format is concrete: a short list of practical topics, followed by a live demonstration and open Q&A. They position the session as lessons from years of building AI and automation in logistics, rather than a general technology talk. The format makes the case that claims about AI should come with something working and a chance for the audience to question it.
- **Trade associations and events are where the AI conversation happens**: Across their posts, Lacaillade prioritises showing up in person at national freight associations and industry exhibitions, staffing a booth and talking with the forwarding community about AI and where the industry is heading. They also share logistics and technology books they have read, making peer recommendations part of the exchange.
- **Handle a public dispute by pointing to the judgment's own words**: After a legal dispute involving their company ended, Lacaillade did not argue the merits. They highlighted specific statements from the public judgment, emphasising what the outcome does not restrict: competing with Flexport and independently developing and selling freight-forwarding software and services. This was a one-off company update.

## Work to read

- ["Next week, let's jam on AI" — an hour on ten years of building AI in logistics](https://www.linkedin.com/posts/bryan-lacaillade-6a049932_next-week-lets-jam-on-ai-im-excited-activity-7490574070850396160-zvE2)
- ["One of My Favorite AI Automation Cheat Codes for Forwarding Leaders" — fix the process before automating it](https://www.linkedin.com/posts/bryan-lacaillade-6a049932_one-of-my-favorite-ai-automation-cheat-activity-7498031480669892610-WglP)
- [Multimodal Exhibition 2026, Birmingham — representing freightmate Ai](https://www.linkedin.com/posts/bryan-lacaillade-6a049932_good-times-at-multimodal-exhibition-activity-7478409663940583424-d8fS)
- [New Zealand trade community visit — customs brokers and freight forwarders](https://www.linkedin.com/posts/bryan-lacaillade-6a049932_lordoftherings-activity-7511085100139212800-pr1o)
- [Resolution of the legal dispute with Flexport](https://www.linkedin.com/posts/bryan-lacaillade-6a049932_after-more-than-18-months-our-legal-dispute-activity-7514331430072807425-9HOz)

## Brand relationships

- **freightmate Ai** (disclosed_partnership)
- **Freight & Trade Alliance (FTA)** (mention)
- **NZ Customs Brokers and Freight Forwarders Federation of New Zealand Inc.** (mention)
- **Flexport** (mention)

## Partnerships

Bryan Lacaillade appears in industry settings that a brand could build a collaboration around, but the posts here do not include a published sponsorship offer. The clearest examples are the Freight & Trade Alliance webinar on practical AI and automation in logistics, where Lacaillade spoke on lessons from building automation in the sector and included a live demo and open Q&A, and trade-show presence for the freight-forwarding software Lacaillade represents at Multimodal in Birmingham and at an event with the New Zealand freight forwarding community. Those are demonstrated activities, not a rate card, media kit, or package. The posts here do not mention sponsorship pricing, deliverable specifications, audience guarantees, or named partnership formats, and no official partnership inquiry page appears in the posts here, so this section does not present a link to one. A buyer wanting a webinar or content collaboration can see that Lacaillade has done this kind of session before and can talk through operations-level AI adoption with forwarding teams; what still needs to be settled directly with the creator is availability, fees, promotion commitments, and who owns the recorded session. Treat any confirmed offer as something to establish in conversation rather than something documented here.

## Alternatives

- Alain Borri: Choose Alain Borri when a campaign needs a market-structure argument rather than an operations workshop. Borri writes as CEO of Sightness in Singapore and describes 30 years studying transport, supply chains, and technology. Their posts make the same case twice: AI will first cut the cost of freight forwarding, and then the real question becomes who captures the value, because in a competitive market productivity gains may pass to customers as lower prices rather than staying in the forwarder's margin; and AI may not save the TMS so much as make its core functions modular, cheaper, and eventually unnecessary as a standalone product. For a freight-forwarding software company, this is the stronger choice when a session should be a panel, keynote, or co-authored think piece about where AI moves value in the forwarding and TMS stack: per-seat pricing losing relevance when AI agents do the work, ERP and WMS absorbing transport functions, and whether the TMS category survives. It suits a brand willing to host an honest debate in front of supply chain executives, shippers, and TMS vendors rather than a product demonstration.
- Marcelo Fujimoto: Choose Marcelo Fujimoto when a collaboration is about the infrastructure layer of trade rather than an operations webinar. Fujimoto's posts show a product-building and market-commentary mix: a free US import duty calculator launched as the first piece of a larger API suite for duty calculation, HTS classification, AD/CVD intelligence, document management, and email triage, each built to work on its own so forwarders, brokers, shippers, and other builders can call it instead of rebuilding it; and a post arguing that a karaoke company's AI white paper moved freight brokerage stocks because investors misread where the value sits. Fujimoto's answer to that misread is exception management: customs delays, documentation discrepancies, and carrier substitutions, the coordination work that automated matching cannot handle. For a freight-forwarding software company, this is the stronger choice for a co-authored technical piece, a build-focused podcast, or a session aimed at trade-tech founders and product teams, and for a brand whose message is that the durable value in forwarding comes from handling what goes wrong.
- Divyam Goel: Choose Divyam Goel when the collaboration should be about why AI rollouts in forwarding get shelved. Goel's posts describe seven years building systems at Google Pay and Uber that processed millions of transactions daily, then conversations with operations teams at logistics companies and law firms, and a repeated manual scene: the same information copied from an email into a spreadsheet for the fortieth time that day. The second post makes the forwarding case directly: a pricing manager's eight years of carrier and lane knowledge lives in an inbox and forwarded threads, not in the TMS, so tools built by people who have never worked an RFQ from start to finish automate the visible parts, the form and the template and the calculation, and miss what makes a quote right. That is the argument for why those tools eventually get shelved, and it is the reason to bring Goel in for a candid co-authored piece, a workshop on adoption failure, or a session aimed at operations leaders who have already been through a failed rollout. It suits a brand willing to be honest about what breaks before it sells the fix.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/