Intelligent supply chains take stage as companies embrace AI to navigate shifting demands

The modern supply chain is no longer a linear, predictable system. From manufacturing to last-mile delivery, it has evolved into a dynamic, interconnected network, shaped by rapid technological advancements and changing consumer expectations.

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Jagadeesh Kunchey, Executive Vice President-Supply Chain & Logistics, Engineering, ITC, noted, "Variability is not an exception it's the new normal." In today's market, static forecasting is no longer sufficient; businesses need intelligent, adaptive systems powered by AI and machine learning to anticipate demand and optimize fulfilment in real time.

Consumer behaviour, particularly with the rise of e-commerce, is increasingly volatile. Traditional supply chain models, built on historical demand patterns, struggle to keep pace. In response, companies are adopting Al-driven predictive and prescriptive analytics to create supply chains that are not just reactive, but proactive. These systems allow for dynamic demand sensing, rapid scenario planning, and seamless execution, enabling businesses to respond effectively to sudden market shifts.

Sandip Satapathy, Head Supply Chain, Tata Steel, emphasized that the B2B sector has seen a similar evolution.

While demand may exist on paper, the real challenge is aligning supply planning with fluctuating customer expectations. Al-powered systems help track trends, anticipate requirements, and manage inventory across multi-location plants with precision. In industries where raw material costs and production schedules fluctuate constantly, these intelligent solutions are no longer optional-they define competitive advantage.