2 days ago
The new freight search engine: How AI ranks and reveals 3PLs
The fight for freight visibility has changed. It no longer happens at trade shows or over email. It now takes place inside AI platforms.
More companies use AI tools to find logistics providers. In 2024, 70% of U.S. transportation companies used AI solutions—17% more than the year before. Most buyers are not yet asking, 'Which 3PL should I use?' But they already use AI to compare vendors, review services, and build shortlists.
AI visibility now plays a big role in logistics sales, and companies that do not show up in these results may miss good opportunities.
In the past, referrals, directories, and trade events helped companies find third-party logistics providers (3PL). That approach is fading, as AI in the freight transportation market is projected to grow from $1.2 billion in 2023 to $6.8 billion by 2033.
AI tools now help build strategy. They do more than route planning and demand forecasting; they also help with vendor selection by letting teams compare services quickly.
HOW AI TOOLS CHOOSE WHICH 3PLS TO SHOW
AI platforms like ChatGPT, Perplexity, and Google AI process lots of content. They do not browse websites like people do. They scan documents and pick answers using signals like:
Clear service descriptions with logistics terms
Content with headings and short paragraphs
Mentions in trusted sources like industry publications and government sites
Recent updates that show the business is active
Pages that load fast and show content without scripts or tabs
These tools look for simple, direct answers that match the question.
WHERE EACH AI PLATFORM GETS ITS INFORMATION
Each AI platform gets information from different places. Profound's analysis of 30 million citations across AI platforms from August 2024 to June 2025 found clear patterns:
• ChatGPT uses Wikipedia (47.9% of citations), Reddit (11.3%), and institutional sources.
• Google AI Overviews uses Reddit (21%), YouTube (18.8%), Quora (14.3%), LinkedIn (13%), and Wikipedia (5.7%), among others.
• Perplexity uses Reddit (46.7% of citations), YouTube (13.9%), user reviews, and community-generated content.
WHAT THIS MEANS FOR 3PL MARKETING
For ChatGPT visibility: Focus on getting mentioned in industry publications and keep Wikipedia entries accurate. ChatGPT likes trusted sources like FreightWaves and Transport Topics.
For Google AI Overviews: Join Reddit communities like r/logistics and r/freight and create YouTube content. These platforms get many citations from Reddit discussions and YouTube videos where real logistics professionals share experiences.
For Perplexity: Focus on Reddit engagement and review platforms. Perplexity gets almost half its citations from Reddit discussions. It also features user reviews from platforms like Yelp and G2.
To test your visibility:
Write 10 buyer prompts like 'Top cold chain 3PL.'
Run them in ChatGPT, Perplexity, and Google AI.
Use three variations per prompt per platform.
Count how often your company appears.
Review all 90 responses to find patterns.
This testing method comes from Daydream's method on AI visibility optimization. It helps you measure where you stand and where to improve.
The following content patterns often affect AI visibility. These insights are based on observations from this blog post, which explains how AI tools detect and quote useful content:
1. Low visibility
Low visibility often occurs because AI tools do not use traffic as a signal. To improve visibility, use H2 questions and give direct answers at the start.
2. Inconsistent mentions
Inconsistent mentions can result from the fact that different platforms have different content preferences. For example, ChatGPT tends to favor authoritative sources like Wikipedia and institutions, while Perplexity prefers user-generated content such as Reddit threads and customer reviews.
3. Content not found
When content is not found, it's often because JavaScript or tabs hide key data. To address this, use server-side rendering or clean HTML.
AI tools prefer short, answer-focused content.
In freight, this means writing paragraph-level answers for questions like 'What is the best 3PL for cross-border shipments?' or 'Which providers offer refrigerated freight with HACCP certification?' These answers must be clear, specific, and formatted to match real buyer queries.
Keep each paragraph under 80 words and focused on one clear idea.
Begin each paragraph with the direct answer.
Use real user questions as your H2 or H3 headings.
Dedicate one page or section to a single use case or query.
Include specific keywords that buyers actually type, such as 'cross-border 3PL.'
Before: 'We're proud of our reliable cold chain service.'
Better: 'We provide cold chain logistics with storage from 32°F to 70°F. Our HACCP-certified warehouses include real-time monitoring and direct delivery.'
Also, add FAQ sections, use FAQ schema, and avoid hiding content in tabs, modals, or downloads.
AI tools select FAQ pages, comparison lists, how-to guides, and pages that solve one clear problem. If your content follows this structure, it has a better chance of being selected.
AI tools now play a major role in 3PL selection, as buyers use them to search for vendors that match their exact needs.
Clear, structured, and specific content makes it easier for those tools to find and cite your business. Having more pages does not lead to better visibility. What matters is providing the right content in the right format. You also need to know where each AI platform gets its information.
A freight company that writes for people and machines creates value for both. AI may not replace relationships, but it is already shaping how they begin. The companies that stay readable, helpful, and honest can earn the trust of both humans and machines.
