SONAR Launches AI-Powered Custom Insights for Shipper Data

SONAR has introduced SCI: Custom Insights, a new feature within its Supply Chain Intelligence platform designed to give shippers real-time visibility into their transportation network performance. The tool allows members of the SONAR Shipper Consortium to pool freight data—including tendered volumes, carrier information, rates, and lane activity—and compare it against live market benchmarks to identify overpayments, service risks, and savings opportunities. The platform organizes insights across three areas: Network Health (executive-level KPIs), Benchmarking (lane-by-lane risk/opportunity classification), and Network Optimization (carrier performance and market analysis).

This launch addresses a critical timing challenge in freight procurement: traditional analysis cycles leave shippers discovering overpayments only during annual bid seasons, often costing millions in the interim. By surfacing performance gaps continuously rather than periodically, shippers can respond to capacity tightening and market shifts in near-real time. The feature complements SONAR's existing manual analysis capability for one-off scenarios, giving procurement teams both ongoing visibility and tactical flexibility as bid season approaches.

For supply chain professionals managing multi-carrier, multi-lane networks, this represents a meaningful step forward in data-driven decision-making. The ability to identify which lanes and carriers are creating risk, and which represent savings opportunities, enables more targeted renegotiations and volume reallocation strategies—particularly valuable in volatile freight markets where routing guides can become stale within weeks.