• Despite algorithmic efficiencies, carriers rely on GSSAs for nuanced support, problem-solving, and margin protection. Manual oversight is giving way to machine learning for routine tasks, yet imaginative, consultative decision-making continues to create measurable value.
• While larger multi-country GSSA networks offer scale, airlines often prefer a mix of global and niche players. Fragmented local operators retain relevance for specialised markets, and relationships often outweigh the theoretical efficiencies of centralised platforms.
• The shift is from airline-to-airline rivalry to network-to-network. GSAs that combine digital tools, visibility platforms, and local agility can influence cargo flows, but a “human in the loop” remains critical for operational reliability and trust. AI is a facilitator, not a substitute, in the complex global air cargo environment.

ACW Observation: The traditional air cargo GSA/GSSA model is becoming structurally obsolete: as airlines can invest in direct digital distribution, AI-driven pricing and API connectivity, the intermediary role risks shrinking to pure commoditised sales capacity unless GSAs reinvent themselves as data intelligence and revenue optimisation partners rather than “outsourced sales desks.”

Shires: Heard it a lot and for our industry AI and API are simply tools in the industry. We have a lot of tools as I’m sure you are aware, and some are indeed useful. Tongue very firmly in cheek. 

We use these tools to make our jobs easier and more efficient and AI and APIs are definitely great at that. The carriers seem to see things the same way. They use multiple platforms, they use AI and they have API links to whatever is useful to them at the time. They are wary of getting caught up with a duopoly of providers too.  The GSSA remains incredibly useful to them, not only on sales, but in all the other interesting things we do daily to generate sales and service the forwarders/carriers. AI-driven pricing that we have seen is a race to the bottom across various platforms pretty much screwing the carriers’ margins. A kilo millionaire has never been as good as a CHF millionaire now has it? The services that GSSA’s provide enhance, protect and frequently create margins. Service levels sell. That is not changing. Cheap freight goes ocean …. air freight has a high service level expectation.

ACW Observation: AI will expose which GSAs truly create value. When machine learning can predict demand, optimise allotments and automate rate filing in real time, the GSA that still relies on relationships and manual spreadsheets will be outperformed by platforms that treat cargo capacity like algorithmic inventory – closer to high-frequency trading than traditional freight sales.

Shires: Relying on manual spreadsheets is indeed a thing of the past or soon will be. Machine learning is great as stated above and we will all use it to do the donkey work. Your use of the word “relationships” above made for a smile this end because “underestimate relationships at your peril” would be my advice. Over a great deal more time, I think AI will change the world we operate in for everyone BUT predictions by AI on extrapolations lack imagination. Imagination and consequential innovation are where our members today are making the most difference and the most money.

ACW Observation: Market consolidation is inevitable. As airlines centralise procurement and demand global consistency, fragmented local GSAs will struggle to compete with multi-country GSSA networks offering integrated tech stacks, compliance and performance analytics. The future may belong to a handful of global cargo representation giants, squeezing out boutique players.

Shires: To a certain extent, this has already occurred. What we have found is that carriers change their approach, often frequently, and whilst some negotiate incredibly tough agreements with global representation giants others like a fragmented, not all eggs in one basket approach. Then they change around. Niche players are frequently sought out. Even the global players haven’t bought operations in all countries yet and reach out to network our members …. ask your ownership board. Remember this too: If AI is so good very soon you can serve the world from one office ….. where’s the heavily invested global representation giant’s network now? Remember those “relationships” count far, far more than people think, so probably don’t sell your shares just yet!

ACW Observation: Competition is shifting from airline vs. airline to ecosystem vs. ecosystem. GSAs that align with digital marketplaces, dynamic pricing engines, and end-to-end visibility platforms could control shipper access and data, potentially gaining more influence over cargo flows than the airlines whose capacity they represent.

Shires: GSSA’s will align with what works best.  Remember nobody pays a GSSA they earn it every day. No wins no pay so they are very, very commercial and extremely agile. Air cargo is a global village that serves commerce. We move the information then the freight and then the money. The GSSA is in it all. Competition is consistently shifting and today especially is extremely unpredictable. Airlines want friends on the ground locally.   

Look at the World ACD data. It is all over the place but it reflects the truth of …. we don’t know and neither does AI. Innovative GSSAs of all sizes are here to stay. For the foreseeable future too we all want “a human in the loop” and some of the madness we have seen from AI strongly reinforces that view. In time we will use and trust it more but ask yourself this; would you get in a pilotless aircraft and why do self-driving cars have steering wheels? AI is a tool, treat it as such.

Perhaps you can shoot down these opinions or agree with them.

The Federation of Airline General Sales Agents (FEDAGSA) is headquartered in Geneva, Switzerland and is a not-for-profit trade federation. We are dedicated to representing the interests of airline GSA’s throughout the world. Following more than 10 years representing members many interests and providing supporting services the Federation continues to attract new members and provide much needed help and benefits.

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