European Logistics faces fragmented AI adoption, according to new industry findings

1 April 2026

A new report from BCG commissioned by Alpega highlights a significant fragmentation in the European logistics industry: carriers and logistics service providers (LSPs) are ahead in AI adoption while Shippers are still in an exploring phase. Logistic providers are also shaping the direction, pace, and impact of AI transformation across the sector. The analysis shows that European logistics service providers lag significantly behind North America and the Asia-Pacific region with just 6% of reporting success in adopting and scaling artificial intelligence. The findings underscore a clear need for action for the industry, as efficiency, transparency and competitiveness increasingly depend on AI-driven processes.

"AI in logistics is no longer theoretical. The opportunity exists and is already visible. What will separate leaders now is not access to technology, but the ability to apply it in daily operations, build the right capabilities, and turn it into measurable value.” – Daniel Cohen, CEO of Alpega Group.

Overall, the data demonstrates that LSPs are taking the lead in three critical areas: real execution of AI, commercial differentiation, and deep strategic alignment with core logistics functions such as transport planning. This positions LSPs as primary drivers and unifiers of industrial scale‑ AI in fragmented logistics market.

AI as a competitive edge for LSPs

One of the important findings is the maturity gap between Shippers and LSPs:

• Around 70% of Shippers are still in the exploration or pilot phase.
• 44% of LSPs have already deployed AI solutions
• 45% of LSPs are looking to AI to improve customer service, given shippers’ rising expectations for their use of AI. Use cases here include day-to-day process automation, such as processing emails, quoting prices, and tracking shipments, as well as support functions like chatbots, automated email responses, and proactive notifications.

While most Shippers remain in exploratory phases, LSPs have already moved into deployment and are operationalizing AI at scale. LSPs are moving beyond experimentation by putting AI into day-to-day‑ operations.

• LSPs are investing heavily in the most operationally critical area for both sides of the market: Transport planning and execution, including predictive analytics and algorithms providing network optimization and backhaul minimization, leads at 64% adoption among LSPs.
• This is followed by tracking and visibility at roughly 50%, including use cases such as visual- and video-enabled data, defect detection, delivery location matching, and others.

AI capabilities are now a factor in winning businesses. Shippers increasingly consider technological maturity when selecting logistics partners:

• 4 out of 10 Shippers (40%) already value an LSP’s AI capabilities in partner selection. For LSPs, AI is not only an internal efficiency tool—it is a market f‑acing asset that directly influences competitiveness and commercial success.

LSPs are carrying workforce preparation

To sustain and hold the AI disruption, LSPs are proactively investing in people and skills and preparing organizations for AI augmented decision‑ making and ‑long-term‑ operational independence. Respondents’ expectations for how AI will affect their workforces are more balanced than early AI rhetoric suggested. The survey suggests a phased transformation with 50% of LSPs anticipating the need for workforce reskilling to support ‑AI-driven‑ decisions.

“By aligning with logistics workflows, LSPs position themselves as strategic partners who understand and deliver on the customer’s top priorities. This focus reflects a deep understanding of where AI creates the most value” says Olivier Gonon  from Alpega. “With Shippers still early in their AI journey, LSPs have the opportunity to unify the ecosystem and set standards for adoption. Most Shippers remain in early stages, giving LSPs the chance to act as a trusted and strategic “guides or partners.” LSPs gain a pivotal role in shaping how AI is introduced, scaled, and standardized across the supply chain” adds Olivier Gonon from Alpega.

Building on these insights, Alpega is integrating the findings directly into the development of its AI‑driven solutions, with a strong focus on embedding intelligence into day‑to‑day logistics execution. Together with BCG, Alpega will present and discuss the study results during the “AI in logistics: market perception vs. operational reality” session on 1 April 2026 at SITL, the international transport and logistics trade fair in Paris.

Methodology

The study, conducted in January 2026, is based on interviews with 180 senior executives across Europe, North America, Asia-Pacific, and the Middle East. The sample includes 84 experts from the LSP/carrier side and 98 decision-makers from the Shipper side, spanning all company sizes and transport modes.

About Alpega

Alpega Group is a leading pan-European logistics software company offering end-to-end transportation solutions that empower shippers, carriers, and logistics professionals to streamline and optimise transport execution across the supply chain. With decades of industry expertise, Alpega provides Transportation Management Systems, a collaborative Transport Execution Platform, and Freight Exchange solutions, through its well-established brands Wtransnet, Teleroute, 123Cargo and Bursa Transport. Together, these solutions drive efficiency, visibility, and collaboration across the transportation ecosystem.