So the optimum load would be the long distance delivery of a large, heavy single item in an undeveloped inland area.
If the airships are completely autonomous and you don't care about a small percentage of them exploding (<0.0001%, away from population centers), then hydrogen is orders of magnitude cheaper than helium.
A fleet of these could replace truckers before autonomous trucking becomes safe enough to put on the road alongside human drivers.
If they're better than rail, you could convert freight trains to commuter or rip up the lines and reclaim the land.
https://www.youtube.com/watch?v=4zeDsSJmcpM&t=211s
One advantage to a hydrogen fire is it burns up and away. A kerosene fire drips and burns down onto whatever the airplane crashed on.
They are already on the roads, especially in states with govs who are willing to be lax on regs in exchange for the jobs.
Big machines, remote areas.
If you're doing mining, wind tower deployment or anything similar you're probably negotiating land access and dealing with unexpected problems all the time. Reliable airship lift could reduce costs significantly in this niche.
I could see a use-case for e.g. Amazon using this at scale to move goods around. They currently do this at great expense by flying planes around.
I wonder what the deal is with the economics. People were doing this routinely a century ago and it worked then. What's holding this back now? I've been reading about zeppelins making a comeback for decades now. And somehow it never happens.