Why technology won’t replace GSSAs
Why technology won’t replace GSSAs
https://aircargoweek.com/why-technology-wont-replace-gssas/
Publish Date: 2026-02-16 12:20:00
Source Domain: aircargoweek.com
- Awery Aviation Software, through its CargoBooking platform, is embedding AI-driven tools such as eMagic and vMagic to automate data capture, contextualise complex cargo terminology and structure enquiries instantly, enabling GSSAs to accelerate quoting and booking without expanding headcount.
- Integration of ChatGPT-powered functionality enhances data accuracy and responsiveness, providing real-time visibility and streamlined workflows that help GSSAs manage margin pressure, disruption and airline performance expectations in volatile market conditions.
- By promoting interoperability and cross-platform collaboration, Awery positions digitalisation as a sector-wide enabler, redefining the GSSA role from transactional sales agent to strategic, data-led partner focused on consultative value and performance optimisation.
As airlines lean harder on General Sales and Service Agents (GSSAs) to hit targets in a volatile market, digital platforms are stepping in to ease the load. One company pushing hard on this front is Awery Aviation Software. Through its booking platform CargoBooking, the firm is streamlining quoting, booking, and data management using AI-powered tools built specifically for the needs of GSSAs.
According to Anna Balan, Head of CargoBooking, the integration of artificial intelligence is no longer just about speed. “Our eMagic and vMagic tools stand out; both are features using AI to speed up data input and, crucially, to correctly contextualise incoming information,” she explained.
“We’ve integrated ChatGPT-powered technology to interpret the industry’s dense terminology, jargon, and acronyms, ensuring every enquiry is understood accurately from the start. This means GSSAs receive clean, structured data they can act on immediately.”
The ability to extract and structure information instantly means that GSSAs can quote faster and respond to more opportunities without increasing their internal workload.
“Automation simply makes the…
