The research project is an initiative of the Tilburg Initiative for Future Logistics (TIFL), a collaboration between Tilburg University and ten prominent companies in the logistics sector in North Brabant. This PhD research project centers on the growing prominence of AI in businesses. In the logistics sector, there is considerable interest in the potential applications of AI. The primary research objective is to explore and apply new AI methodologies within the logistics industry. Potential areas of focus include enhancing forecasting capabilities and optimizing pricing strategies for logistics companies through AI. However, the exact research direction is yet to be developed and will be tailored to meet the specific demands of companies in the industry.