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Why ChatGPT, Gemini and Perplexity Recommend Different Logistics Providers

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Futuristic illustration of a warehouse with digital packages stacked in a warehouse.

A procurement manager in Durban needs a bonded warehouse. A few years ago she would have searched Google, scanned the first page and made three phone calls. Today there is a reasonable chance she types the question into ChatGPT instead, reads a paragraph of considered-sounding advice, and works from the handful of companies it names.

That shift is quietly rewriting how supply chain businesses get found. And it comes with a complication most operators have not yet noticed: the answer she gets depends heavily on which tool she opens. Ask ChatGPT, Google’s AI Overviews and Perplexity the same sourcing question and you will often get three different sets of cited companies, sometimes with barely any overlap.

This is not one of the systems getting it wrong. As a recent analysis by Johannesburg digital agency IMS sets out, each platform runs a genuinely different process for deciding which sources are trustworthy enough to name. Understanding those differences matters more to a freight forwarder or 3PL than knowing the acronym for it.

ChatGPT: Being Read Is Not the Same as Being Named

When ChatGPT searches the web, it reads far more than it credits. Independent analysis of its browsing behaviour has found that only a fraction of the pages it retrieves end up cited in the final answer. The rest inform the response without ever being named. For a logistics company, that is the difference between a shipper seeing your name and a shipper seeing a competitor’s while your website quietly supplied the background.

ChatGPT also does not search the live web on every question. It is far more likely to go looking when the query carries commercial or comparative intent; “best cold chain provider,” “Transnet vs road freight costs,” “cheapest customs clearance Cape Town 2026”, than when someone asks it to explain what a bill of lading is. Which is convenient, because commercial intent is exactly where supply chain buyers sit.

The pages that survive the cut tend to share the same traits: they answer the specific question directly, they carry concrete figures rather than general claims about service excellence, and they are structured so a passage can be lifted out cleanly.

Google AI Overviews: A Page One Ranking Is Not Enough

AI Overviews sits on top of Google’s existing search index, but qualifying for the AI panel is a separate process from ranking. A logistics site can hold position two for a competitive term and still be skipped, while a page sitting at position eight gets quoted because it states the answer in two clean sentences with a number attached.

Researchers studying AI Overview outputs describe the process as a funnel: a large pool of candidate pages narrowed through semantic relevance matching, then authority and expertise filtering, then a final re-ranking before a small number of sources are stitched into the summary. Depth counts here in a way it does not for ChatGPT. Google appears to favour sites showing sustained expertise across several interlinked pages on a subject, rather than one strong article standing alone.

For an operator, that has a practical translation. A single well-written page about your temperature-controlled fleet is worth less than a cluster of connected pages covering cold chain compliance, load monitoring, last-mile handover and the regulations that govern them.

Perplexity: Built to Cite From the Ground Up

Perplexity is the outlier, usefully so. Citation is not a feature added to a chat product; it is the product. It runs a retrieval-augmented pipeline with multiple ranking layers scoring relevance, freshness, factual accuracy and structural clarity before anything reaches the answer.

It is also the most selective of the three. Perplexity will typically visit around ten pages for a query and cite only three or four. Structural trust signals carry real weight: named authors, visible editorial standards, and claims corroborated across more than one independent source rather than appearing on a single company page.

This is where trade publications, industry associations and conference coverage become genuinely valuable to a logistics business, not as vanity placements, but as the independent corroboration these systems are specifically looking for.

Why the Three Disagree

Put the pipelines side by side and the disagreement stops being mysterious. ChatGPT is deciding whether a page is worth naming after it has already read it. Google is applying an authority-and-extractability filter on top of an index built for a different purpose. Perplexity is built around sourcing and rewards signals the other two barely weigh.

The divergence is not random, either. A 2024 audit of ChatGPT, Bing Chat and Perplexity by researchers Alice Li and Luanne Sinnamon, published in the Proceedings of the Association for Information Science and Technology, found that generative search systems lean heavily on news, media and business publications for their sources, and showed measurable commercial and geographic bias in which sources they use to support claims.

Geographic bias deserves attention in this market. A system weighted toward North American and European business media is a system that may not surface the South African freight forwarder that is genuinely the right answer to a South African question.

What the Research Says Actually Works

The most rigorous evidence available comes from “GEO: Generative Engine Optimization,” a study by Pranjal Aggarwal, Vishvak Murahari and colleagues at Princeton, Georgia Tech and IIT Delhi, presented at KDD in 2024. The researchers built a benchmark of roughly 10,000 real queries and tested nine content optimisation strategies against generative engines.

The strongest performers were not keyword tactics. Adding statistics and adding direct quotations were among the most effective changes tested, improving visibility by roughly 30 to 40 percent against an unoptimised baseline. Authoritative language and explicit sourcing also helped. Keyword stuffing did close to nothing.

That finding sits comfortably with how the logistics sector already communicates. On-time delivery percentages, claims ratios, dwell times, fleet utilisation figures, tonnage handled, accreditation numbers; the industry is unusually rich in exactly the kind of concrete, quotable detail these systems reward. Most of it never makes it onto a company website, where it is replaced by phrases like “world-class logistics solutions.”

What This Means for the Industry

Three consequences follow.

The first is that vague marketing language is now actively costly. A page claiming end-to-end excellence gives an AI engine nothing to quote. A page stating that a facility holds 12,000 pallet positions, operates to a stated temperature tolerance and cleared a specific volume of customs entries last year gives it something to work with.

The second is that being visible on one platform tells you nothing about the others. Because the pipelines differ, and because independent research confirms real bias in what they select, a company cited confidently by Perplexity may be invisible in ChatGPT and Google’s AI Overviews. Each has to be checked on its own terms.

The third applies to the buying side. Supply chain managers using these tools to shortlist providers should treat the results as a starting point shaped by a particular set of preferences, not a market survey. A carrier’s absence from an AI answer says something about its web presence. It says very little about its trucks.

The industry has spent a decade learning to be found on Google. The engines that increasingly sit between a shipper and a supplier now work differently from each other, and differently from search. That is worth understanding before the next tender or RFP goes out.

Logistics

Port of Saldanha Secures R6.9bn Industrial Investment Pipeline

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Aerial shot of stacked shipping containers in a shipping yard.

A 25-year lease agreement between Transnet National Ports Authority (TNPA) and Freeport Saldanha could pave the way for new industrial activity at the Port of Saldanha, with a potential investment pipeline valued at approximately R6.9 billion.

Signed on 8 October 2026, the agreement covers around 55 hectares in the port’s Southern Precinct. It provides a long-term framework for industrial development linked to South Africa’s only port-based Special Economic Zone (SEZ).

The investment pipeline includes projects under consideration across marine and bunkering services, industrial development and manufacturing, as well as energy infrastructure. These include potential liquefied natural gas (LNG) import and storage facilities.

The projects are not yet confirmed investments. However, the agreement creates a framework for attracting investors and developing industrial activity around the port.

Connecting Port Infrastructure with Industry

The agreement could have implications beyond the development of industrial land. Ports connect domestic production with international markets, while industrial activity alongside port facilities can create demand for freight, storage and supporting logistics services.

For Saldanha, the opportunity lies in connecting port infrastructure with businesses that rely on marine facilities, shipping and access to export markets.

Freeport Saldanha CEO Xola Sithole said the 25-year lease provides greater certainty for investors. The organisation aims to turn that certainty into signed investor leases, construction activity and employment in Saldanha Bay and the wider West Coast.

If the proposed projects progress, industrial expansion could generate additional demand for the movement of equipment, raw materials and finished products. The scale of that demand will depend on which projects secure investment and move into development.

Potential Growth Across Energy and Manufacturing

The sectors identified in the investment pipeline point to several possible areas of industrial expansion.

Marine and bunkering services could support activity linked to vessels calling at the port, while manufacturing projects could strengthen the connection between port facilities and production. Proposed LNG import and storage infrastructure represents another potential area of development.

Freeport Saldanha’s wider focus includes marine and offshore services, energy, logistics and warehousing, manufacturing and engineering, and agro-processing.

Each sector has different infrastructure and logistics requirements. Their development could influence the types of freight services, industrial facilities and supporting businesses needed around the port.

For now, the lease agreement is the immediate milestone. Individual projects still need to progress before their impact on freight volumes and logistics demand becomes clear.

Turning the Agreement into Industrial Activity

For TNPA, the agreement supports efforts to improve infrastructure utilisation, attract investment and strengthen the role of South Africa’s commercial ports as logistics hubs.

TNPA CEO Mohammed Abdool said the partnership is intended to strengthen the relationship between the Port of Saldanha and the SEZ, creating conditions for investment, exports and opportunities across the logistics value chain.

The next stage will be translating the agreement into investor commitments, development activity and operational projects.

For the supply chain, the significance of the lease will ultimately depend on what follows. New industrial facilities could expand demand for freight and supporting services, but those benefits will emerge only as projects secure investment and move towards implementation.

The agreement gives Saldanha a long-term framework for industrial development. Whether the R6.9 billion pipeline becomes a meaningful driver of freight and logistics activity will depend on how much of that potential moves from proposal to delivery.

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Logistics

Efficiency, Electrification and Intelligence Set to Shape New Era of Road Transport

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EV charging station with freight trucks parked besides the station.

South Africa’s road transport industry is entering a period of significant change, with rising operating costs, new energy technologies and rapid advances in digitalisation placing greater emphasis on efficiency, vehicle productivity and lifecycle costs. For truck and trailer body builder Serco, these trends are shaping both its view of the market and its innovation priorities for 2027.

Serco CEO Clinton Holcroft believes the next phase of commercial vehicle development will be increasingly influenced by the following interconnected themes: reducing vehicle weight and improving efficiency, the gradual adoption of alternative energy vehicles and the greater use of data and artificial intelligence (AI) to improve vehicle performance and uptime. 

“Transporters ultimately need vehicles that carry the maximum productive payload, are reliable, cost-effective to operate and spend as little time as possible off the road,” said Holcroft. “The technologies are changing, but those fundamental customer requirements remain the same,” said Holcroft.

He said 2026 was proving to be a demanding one for the logistics industry, with sharply higher diesel costs adding further pressure to already competitive operating conditions. “Serco has seen transporters respond by extending the operating life of existing equipment and placing increased emphasis on maintenance, reliability and vehicle utilisation. Fuel pressures intensified towards the latter part of the year with South African diesel prices rising sharply again in October, adding further impetus to the industry’s search for greater operating efficiency,” said Holcroft. 

Despite the difficult environment, Serco achieved marginal year-on-year improvement, recording more than 8% growth in repair sales, while continuing to broaden its dry-freight product offering and customer base.

The company also placed particular emphasis on reducing customer downtime. Its Johannesburg facility was expanded during the year, adding capacity for both after-sales repairs and new-body manufacturing, with further improvements to the facility and layout under review. 

“In a difficult operating environment, keeping existing equipment productive becomes increasingly important,” said Holcroft. “Our focus has therefore not only been on manufacturing new vehicles but also on improving the speed and efficiency of our repair services to help customers reduce downtime.”

Holcroft expects the drive towards lower tare weight and improved aerodynamics to accelerate, regardless of the vehicle’s power source.

The benefit for a conventional fleet is the potential for improved payload and fuel efficiency. For battery-electric vehicles, weight becomes particularly important because body specification needs to balance payload, durability and vehicle range.

Serco has already started applying lightweight construction principles to truck bodies built for electric vehicles (EVs) introduced into the South African market this year. 

“With electric vehicles, every kilogram becomes increasingly important. The challenge for body builders is not simply to make a body lighter. It is to reduce weight intelligently while maintaining the strength, durability and practicality customers expect.”

Serco therefore forecasts continued development in areas including composite materials, high-strength lightweight steels, aluminium construction and aerodynamic body design. The company plans to further develop its EV body range during 2027 while continuing research into materials and designs capable of reducing tare without compromising durability. 

Holcroft believes electric commercial vehicles will become increasingly relevant to selected South African transport applications as vehicle choice expands and the commercial case improves.

However, Holcroft cautions that adoption will not happen overnight. “Electric trucks need to make operational and commercial sense for the fleet. Range, payload, charging infrastructure, vehicle utilisation, support and total cost of ownership – all have to be considered. As those elements improve, we expect more transporters to evaluate where EVs can fit successfully into their operations.”

Serco expects its role to remain centred on helping operators extract maximum value from whichever vehicle platform they select by developing bodies that combine low tare weight, durability, load-carrying capability and practical operating features. 

Another major development Holcroft sees gathering momentum is the convergence of trailers, telematics, sensors and AI.

Trailers are already increasingly capable of generating operational information through technologies such as real-time load monitoring, tyre-pressure monitoring, temperature tracking and door-opening alerts. Serco sees the next opportunity as converting more of this information into actionable insight, including proactive maintenance and fleet optimisation. 

“The opportunity is for the trailer to evolve from simply being an asset that carries freight into an intelligent asset that provides operators with useful information about its condition and operation.”

Serco is currently evaluating new features using telematics and sensors to support proactive trailer maintenance as well as camera technologies aimed at reducing vehicle damage during docking and unloading operations. 

AI could also increasingly influence the engineering process. Serco sees potential for AI-assisted tools to help engineers analyse load patterns, optimise structural designs, reduce material usage and improve stress and fatigue analysis. 

Rather than positioning AI as a replacement for engineering expertise, Holcroft believes its value will lie in augmenting engineering capability and accelerating innovation.

“The exciting opportunity is combining the experience of our engineers with increasingly sophisticated digital tools. If we can design lighter and stronger products, identify maintenance requirements earlier and give fleet operators better information, technology translates into real customer value.”

Looking ahead, Serco expects trading conditions to remain challenging while fleet operators continue to manage high operating costs and ageing equipment. At the same time, the need to replace overextended vehicles should create opportunities for newer, more efficient and reliable equipment.

Against this backdrop, Serco’s priorities for 2027 will include further development of its lightweight and EV-ready body range, continued research into advanced materials, greater integration of telematics and smart technologies, further improvements in repair turnaround times, and development of the skills required for an increasingly digital and electrified transport industry. 

“We don’t believe innovation should be about technology for technology’s sake,” Holcroft concluded. “For our customers, innovation must translate into better payload, lower operating costs, increased uptime, improved safety and longer asset life. That is where we see the greatest opportunity for Serco as the transport industry evolves.”

Clinton Holcroft, CEO of Serco (Pty) Ltd

Clinton Holcroft, CEO of Serco (Pty) Ltd

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Logistics

 Can Your Business Handle 22% More Online Orders?

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Sahil Affriya, CEO of online logistics partner of Shiprazor.

South Africa’s online retail market is growing at around 22.5% this year. For retailers heading into Black Friday and the festive season, there is a fairly obvious question behind that number: what happens if your business suddenly has to process, pack and deliver 20% more orders?

It is a question Sahil Affriya, founder and CEO of multi-courier logistics platform Shiprazor, believes retailers should be answering now, rather than in November.

The newly released Online Retail in South Africa 2026 report, produced by World Wide Worx in partnership with Mastercard, Peach Payments and Ask Afrika, and supported by Shiprazor, forecasts that South Africa’s online retail market will reach R159 billion in 2026.

On a turnover-weighted basis, the market is expanding at approximately 22.5% this year, between five and ten times the rate of physical retail. The report also shows just how much bigger the market has become: online retail is expected to add more turnover during 2026 alone than the entire South African online retail market generated in 2020.

That is good news for ecommerce. But growth at that pace has consequences.

More orders mean more pressure on stock systems, warehouses, customer-service teams, courier capacity and returns. And with retailers typically reluctant to make significant changes to business-critical technology once peak trading begins, the window to find and fix weaknesses is getting smaller.

“Twenty-two percent growth sounds fantastic until you start thinking about what it means on a busy Monday morning in November,” says Affriya. “If there are suddenly hundreds more orders sitting in your system, can your warehouse get them out? Can your courier partners absorb the volume? And, importantly, can you see quickly enough when something has gone wrong?”

Affriya says retailers don’t need to predict their exact Black Friday volumes. They do need to know where their operation starts to strain, and have a plan for absorbing additional orders when demand moves beyond expectations.

He suggests focusing on a few practical areas before peak-season systems are locked down.

Prepare for Unpredictable Order Volumes

Testing whether a website can handle increased traffic is only one part of peak-season preparation. Retailers should put the entire order journey under pressure, from checkout and stock allocation through to picking, packing, dispatch and delivery. Testing different order volumes can show where delays or manual work start creeping in, giving teams time to address those pressure points before peak demand arrives.

“Don’t just test whether someone can buy from you, test whether you can actually fulfil what you’ve sold,” says Affriya.

Build the Right Courier Mix

Retailers should understand how much additional volume their delivery and fulfilment partners can accommodate, particularly on their busiest routes and trading days. That also means looking at the mix of courier partners available and understanding which are best suited to different delivery areas, service requirements, costs and order volumes.

They should also know what happens when things don’t go according to plan. If one delivery option becomes constrained, is there another available? How quickly can orders be moved? Who makes that decision?

“Peak season exposes dependencies that are easy to ignore during normal trading,” says Affriya. “If your delivery operation relies heavily on one provider or one process, you want to know where that risk sits before volumes spike.”

Keep Shipping Costs Under Control

Higher order volumes don’t automatically translate into better margins if fulfilment and delivery costs rise with them. Retailers should understand what they are spending to fulfil and deliver each order, and where unnecessary costs start appearing as volumes increase.

That includes looking beyond headline courier rates to factors such as delivery area, service level, failed delivery attempts and the cost of moving orders between providers when capacity becomes constrained. Having multiple delivery options gives retailers more room to balance cost, capacity and service during peak periods.

Find aqnd Reduce Fulfilment Bottlenecks

A retailer may have enough website capacity to handle twice its usual traffic while its warehouse can only comfortably process 20% more orders. Another may have warehouse capacity but run into courier collection limits.

Affriya recommends retailers model what happens if order volumes increase by 20%, 30% and even 50% over a short period, then use those scenarios to identify where additional capacity, alternative processes or courier options may be needed.

“You are not trying to predict the future perfectly. You are looking for the point where something breaks, so you can fix it before peak season.”

Spot Problems Early Enough to Act

When thousands of orders are moving through an operation, problems are inevitable. The bigger issue is how long it takes the retailer to spot them.

Teams should be able to see orders that haven’t left the warehouse, missed collections, parcels that have stopped moving and failed delivery attempts without waiting for a customer to complain. The earlier those exceptions are visible, the more opportunity there is to reroute an order, change delivery options or intervene before the problem reaches the customer.

That matters because the delivery is ultimately the part of an online transaction that happens in the customer’s world.

“The customer doesn’t care which system failed or which courier had a capacity problem,” says Affriya. “They bought from the retailer. That’s the brand they associate with the experience.”

South Africa’s online retail market has now reached a point where rapid growth is taking place on top of an already substantial base. For Affriya, that makes peak-season preparation less about preparing for one unusually busy weekend and more about building an operation that can absorb higher volumes without service levels slipping or fulfilment and delivery costs eroding the value of that growth.

“Growth is what every retailer wants,” he says. “The question is whether the rest of the business is ready when it arrives.”

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