How Rise Baking Is Leveraging AI to Streamline Freight Decisions

Like many large shippers, Rise Baking had access to extensive transportation data across its network. However, extracting meaningful insights from that data required significant time and effort.
The team needed a clearer way to understand how their lanes compared to the market, how carriers were performing, and where potential service risks were developing. Identifying these issues often required manual analysis and pulling data from multiple systems, slowing down the decision-making process.
Rise Baking also needed better visibility into the true cost to serve its customers. Without a clear view of how service performance and operational decisions affected transportation costs, it was difficult to communicate insights across the business or proactively address performance gaps.

Rise Baking selected GoodShip because it offered a more comprehensive and accessible view of its freight network. The platform allows the transportation team to evaluate lane-level competitiveness against the broader market while also monitoring carrier performance and service metrics. This visibility helps the team quickly identify where lanes may be out of alignment with the market or where service risks are emerging.

GoodShip also provides a clearer way to analyze performance at the customer level. By connecting service metrics with cost-to-serve insights, Rise Baking can better understand how transportation decisions impact customer outcomes.

Another key advantage is the platform’s ability to present insights in a format that is easy to share across the organization. As Brian Wnuk explained during the recent webinar, the platform surfaces insights quickly and in a format that can be shared directly with stakeholders, allowing the transportation team to focus less on preparing reports and more on acting on the data.

With GoodShip, Rise Baking has significantly improved its ability to monitor and optimize its transportation network. The platform helps the team identify service gaps early, allowing them to address potential issues before they escalate into larger problems. By spotting these risks sooner, Rise Baking can make adjustments to carriers or routing strategies that protect service performance and improve reliability for customers.
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GoodShip also gives the team a clearer view of market conditions in real time. When operating in the spot market or preparing for procurement events, the transportation team can quickly assess how their pricing and service levels compare to the broader market.

Rise Baking has also begun using Laney, GoodShip’s AI transportation analyst, to accelerate analysis and reporting. Instead of manually compiling data, the team can ask Laney questions about their network and receive immediate insights that are ready to share with leadership. As Brian noted during the webinar, Laney helps the team surface answers in minutes, dramatically reducing the time required to analyze data and prepare insights for internal discussions.