Harnessing Data Visibility And Machine Learning by Charlie McMullen
I’d like to invite our stakeholders deeper into the workings of our minds and processes, with a monthly digest on an interesting and insightful area of our market’s evolution. Today it’s Big Data.
The air freight industry is undergoing its most significant transformation in decades, with heightened data visibility and the practical application of machine learning (ML) at its core. These are not mere technological buzzwords: they are fundamentally reshaping how we plan, execute, and optimise every aspect of cargo transport.
For too long, air freight has operated in silos of partial information. Shippers knew departure and arrival times but often had no visibility of real-time cargo conditions, airport congestion, or ground handling readiness. That is now changing rapidly. End-to-end visibility systems collect and consolidate live location, temperature, humidity, shock, and security data, feeding this into unified dashboards accessible by shippers, carriers, and forwarders alike.
But the true revolution lies not only in collecting this data, but in interpreting it. This is where machine learning is having a transformative impact. By analysing historical shipment data alongside live inputs, our ML models will predict lane congestion, weather disruptions, customs clearance delays, and even demand surges for key routes. At Intradco Global, we have aggregated 30 years of flight and order data, which, combined with our ongoing operational insights, will power our insight-centric intelligence, enabling us to deliver far more accurate, proactive planning for our customers. This predictive capability allows planners to reroute or reschedule freight to avoid costly delays before they materialise.
Consider perishable or sensitive cargo, such as pharmaceuticals or live animals, where Intradco Global is deeply involved. Previously, contingency planning relied on static standard operating procedures and basic checklists. Now, by integrating IoT sensor data with machine learning, carriers will anticipate temperature excursions before they occur, dispatch local ground teams to intervene in real time, and even simulate entire supply chains virtually to test stress scenarios before they arise in the real world.
This data-driven shift is not limited to software. It is driving fundamental changes in hardware and process. Cargo containers are becoming smarter, equipped with connected sensors, advanced insulation, and live telemetry. Ground handling equipment is being redesigned to enable rapid, data-triggered inspections and interventions. Airports and carriers are automating warehousing and loading operations based on live demand and capacity forecasts produced by ML algorithms.
Operational processes are evolving alongside these tools. Rather than relying on traditional point-to-point contracting and siloed planning, we are seeing the emergence of collaborative, data-sharing ecosystems between shippers, carriers, forwarders, and airports. Machine learning thrives on the breadth and depth of data, so those industry participants who embrace data-sharing partnerships are unlocking significant efficiency gains, reducing carbon emissions through better load planning, and improving reliability for customers.
This transition is also reshaping our approach to resilience. Historically, supply chain resilience in air freight meant redundant routes or costly charter solutions. With ML-powered forecasting and scenario planning, resilience becomes a matter of dynamic, optimised planning, flexibly reallocating capacity, pricing, and routing in response to predicted disruptions well before they escalate into crises.
At Intradco Global, we see these trends not as abstract futurism but as daily operational priorities. Our work with specialised cargo such as live animals demands the highest standards of visibility and predictability. By investing in smart containers, advanced routing algorithms, and collaborative data-sharing partnerships, we are not merely adapting to this shift, we are helping to lead it.
In short, air freight is evolving from a reactive, opaque system into a predictive, transparent, and highly optimised network. The combination of heightened data visibility and machine learning is not simply changing how we transport goods, it is redefining the entire value proposition of air cargo logistics.
Here’s what I said to DWC, which lightly depicts who I am in life and business:
What was your dream job as a child?
A footballer of course. I had dreams of being signed by Alex Ferguson. I wasn’t a half bad player but I never pursued it hard enough. Not many people in the industry know that my dad was actually a professional football player before moving into freight – so it’s in the genes.
What’s the biggest change you’ve seen in the industry?
I would say the biggest single change is the speed and visibility of information. So, how quickly can we access data and act on it? This applies across the board, from forwarders, brokers, airlines and shippers/importers. I think has already dramatically changed the competitive landscape, but this will be accelerated enormously by AI and machine learning. Some huge changes are coming for the areas of our market that are data-heavy, for instance, pricing and capacity calculations, which are giant areas of the market to disrupt.
What’s one buzzword you secretly dislike?
Alignment
Window or aisle seat?
It depends on the time of day – aisle day time, window night time. I like that you assumed I don’t fly business (which I don’t!)
What’s the best business lesson you’ve learned the hard way?
Delegation is essential, and that seniority gives little insight to someone’s actual effectiveness. Often it is the reverse.
If you could swap jobs with anyone for a day, who would it be?
I could say someone like Trump or Macron just to rummage through trade secrets and restricted files, maybe pass a few bylaws. However on a more emotional level I would say a race horse trainer. I have been in the equine industry, but never really seen what is takes to create a winner.
Which three items would you bring to a desert island?
An ever-charged Kindle, if that’s allowed? Eye mask. A Swiss army knife.
What’s your guilty pleasure TV show or movie?
Peepshow – it’s not what it sounds like.
What’s the most exciting place you’ve visited for work?
I enjoy the rough and ready places. Mongolia was good fun, as is Iraq, Armenia and Somalia. Always very warm people who are always thankful for the services we are providing. That said, I have never had a better (work-related) night out than in Seoul.
If you could introduce one new regulation in air cargo, what would it be?
A more thorough accreditation process for professional flying grooms, specifically where airlines can assess the experience and quality of grooms they accept on board. We have looked at this process, and it is not as easy as it sounds.
What’s your go-to karaoke song?
That’s life, Frank Sinatra
Describe your job in three words?
Creative problem solving
What’s your hidden talent?
It’s a niche, but speed over an assault course. I am happy to be tested on this.
If you could instantly master one skill, what would it be?
Computer science / AI engineering
What’s something on your bucket list?
A seriously testing endurance event. Potentially marathon d’sable or similar.
What’s the best airport in the world, and why?
From a freight perspective we love airports that give you space on let you get on with your work. Such as OST in Europe, or GSP in USA. However at the other end of the spectrum I have to give credence to Liege/LGG who have created a incredibly well connected freight hub and live animal facilities that has helped us all provider better solutions to our end customers.
If air cargo had a mascot, what would it be?
Planey McPlane face?
