Global trade runs on tight timelines, constant coordination, and countless human decisions made across borders and time zones. Yet for an industry that moves nearly everything the world relies on, freight forwarding has long depended on slow, manual processes that drain both people and profits. What the industry has truly needed is not just more technology, but smarter, people-first innovation that removes friction, accelerates decisions, and lets businesses focus on what matters most: moving goods with confidence and clarity.

Wisor AI was created to deliver exactly that transformation. As a B2B digital freight platform, Wisor is redefining global shipping by blending automation, intelligence, and human-centered design into one powerful solution. Built to modernize the $500-billion freight forwarding industry, it replaces outdated offline workflows with a plug-and-play digital experience.

Powered by AI and natural language processing, Wisor enables freight forwarders to generate accurate quotes and communicate with customers in minutes instead of days. This eliminates delays, price uncertainty, and operational bottlenecks while boosting speed, accuracy, and profitability throughout the entire quoting lifecycle.

Today, more than 300,000 freight companies, logistics providers, truckers, airlines, ocean carriers, and technology partners are connected through Wisor’s global, API-driven ecosystem. Together, they enjoy faster speed-to-quote, higher win rates, and the ability to scale competitively in a rapidly evolving market.

At its core, Wisor’s philosophy remains simple: freight forwarding is a people business. By pairing cutting-edge technology with deep respect for human collaboration, Wisor empowers professionals to work smarter, respond faster, and forge stronger global connections.

At CIO Bulletin, we had the distinct honor of interviewing Raz Ronen, Founder and CEO of Wisor AI. He shared compelling insights into how his company, driven by a clear vision for a digitally connected, data-powered future, continues to move the world of freight forward.

Interview Highlights

Can you walk us through the spark that led to founding Wisor AI? What personal or industry frustrations inspired you to tackle the inefficiencies in the $500 billion global freight market?

The spark behind Wisor AI was the realization that the freight forwarding industry, despite being one of the largest and most critical markets on the planet, was still operating with outdated tools, fragmented systems, and manual processes that slowed everything down. Before founding Wisor, I watched teams spend hours digging through emails, spreadsheets, and rate sheets just to prepare a single quote. These inefficiencies didn’t just waste time; they created errors, reduced transparency, and limited the ability of small and mid-sized freight forwarders to compete with global giants.

The personal frustration came from witnessing incredibly capable teams overwhelmed by complexity rather than empowered by technology. The industry frustration was seeing a $500 billion ecosystem struggling with problems that modern AI and automation could solve elegantly. Wisor emerged from the belief that technology should remove friction, not create it, and that freight forwarding deserved intelligent tools that match the speed of global trade.

Your philosophy emphasizes that freight forwarding is fundamentally about people. How does Wisor's AI and NLP technology ensure that human connections remain at the heart of global trade, even as processes become more automated?

At Wisor, we believe technology should elevate people, not replace them. Freight forwarding is built on relationships- trust, reliability, empathy; and automation should strengthen those qualities.

Our AI and NLP systems are designed to remove the repetitive, low-value work that consumes so much of a forwarder’s day. By automating quoting, routing, rate management, and operational workflows, Wisor frees teams to focus on what truly matters: building partnerships, solving complex client challenges, and delivering exceptional service.

Even our NLP engine is built around natural, human language. Forwarders can upload emails, rate sheets, or customer requests in any format, and Wisor interprets everything instantly; just like a human, only faster and without errors. The human remains the decision-maker; Wisor simply becomes the intelligent assistant working behind the scenes.

Wisor offers a one-stop-shop for freight forwarders, from automated quoting to real-time tracking. What standout features do clients say have transformed their daily operations?

Three features consistently stand out:

• 60-Second Quotation System: Clients say this is a game changer. What once took hours now takes under a minute. Wisor consolidates rates, surcharges, carrier data, historical performance, and routing logic to deliver instant, accurate quotes.

• Wisor Ignite – Turning the Inbox Into a Real-Time Revenue Machine

Ignite is what clients say reshapes their entire workday.

It automatically analyzes incoming customer emails and reveals precisely how much revenue is in the inbox at any given moment.

Ignite surfaces opportunities instantly, prioritizes what needs action, and shows teams where they can close more deals - fast.

The result: sharper focus, higher conversions, and no missed revenue.

• End-to-End Visibility: Wisor integrates quoting, booking, document management, KPI tracking, and shipment visibility into a single platform. Teams no longer need five different tools; everything is streamlined and synchronized.

With integrations for over 300,000 traditional freight companies, airlines, and ocean liners, how does Wisor's API connectivity empower smaller players to compete on a global scale?

Connectivity is the ultimate equalizer. Wisor’s deep API network gives smaller forwarders the ability to access the same carriers, rate intelligence, and operational capabilities as multinational logistics giants, without needing a huge IT department.

Our plug-and-play integrations level the playing field by offering:

• Real-time carrier schedules and rates

• Instant access to global air and ocean capacity

• Automated document and compliance workflows

• Digital customer experiences that match (or surpass) those of the biggest industry players

The result: even a small regional forwarder can operate with the sophistication and speed of a Fortune 500 logistics company.

As nominees for “Innovators of the Year 2025,” how has Wisor's platform addressed long-standing pain points like manual processes and price volatility?

We approached these challenges from the root cause, not the surface. Manual processes weren’t just slow; they created operational blind spots, inconsistent pricing, and an increased risk of error. Wisor solves this by automating every step of the quoting and booking workflow.

Price volatility is another massive challenge, especially in ocean freight. Wisor’s dynamic pricing engine aggregates carrier updates, market trends, and historical data to provide accurate, stable quotes even in turbulent market conditions. Forwarders gain clarity, reliability, and control, instead of reacting blindly to rapid changes.

Freight forwarding is not just about moving goods, but about connecting people and economies. How is Wisor’s technology helping to bridge cultural, geographic, and operational gaps in global trade?

Wisor’s multilingual NLP engine, standardized workflows, and unified data models allow teams across different continents, time zones, and cultures to collaborate seamlessly. A request sent from Brazil can be instantly understood, processed, and acted upon by a team in Singapore or Germany.

By giving everyone a shared digital “language,” Wisor eliminates miscommunications, delays, and cross-border friction. The platform becomes the connective tissue that binds the global freight ecosystem together, ensuring that trade flows smoothly regardless of geography or cultural differences.

In an era where eco-conscious logistics matter, how does Wisor’s CO₂ emission tracking help businesses balance profitability with planetary responsibility?

Sustainability cannot be an afterthought anymore. Wisor’s CO₂ engine provides real-time carbon data for every routing option, enabling forwarders to choose greener alternatives without sacrificing competitiveness or margin.

Businesses can compare multiple routes, fastest, cheapest, and lowest emissions; within seconds. They can also offer carbon transparency to customers, generate ESG reports automatically, and support climate-conscious procurement decisions. Our goal is simple: make sustainability easy, measurable, and integrated into everyday operations.

Looking ahead, what ambitious goals does Wisor have for the next few years?

Today, Wisor focuses on the top of the funnel—the forwarder’s main interaction point with customers—where quoting speed, accuracy, and responsiveness have the biggest impact on revenue and win rates. But this is only the first step.

Wisor’s broader vision is to build a fully connected commercial journey for freight forwarders: from quote, to booking, to payments. These stages are still highly manual, fragmented, and under-optimized across the industry, and they present enormous opportunities for efficiency gains and margin improvement.

By applying advanced AI, automation, and the rich pricing, routing, and behavioral data that we already process, Wisor aims to remove friction from every step of the workflow. Our goal is to help forwarders operate more profitably, provide customers with faster and clearer service, and modernize processes that have remained unchanged for decades.

The Ardent Visionary behind Wisor AI’s Success

Raz Ronen, the Founder & CEO of Wisor AI, is a visionary technologist and strategist dedicated to transforming global logistics through applied AI. With a background spanning supply chain innovation, operations, and advanced analytics, Raz founded Wisor to eliminate the industry’s most persistent inefficiencies and unlock a new era of digital-forward freight forwarding. Known for a people-first leadership style, Raz blends deep operational expertise with an unwavering belief that technology should empower humans, not replace them.

“Wisor will evolve from the fastest quoting engine in freight to the AI-powered commercial backbone of the forwarding industry—enabling forwarders to quote, book, and pay with unprecedented speed, intelligence, and efficiency.”