SUPPLY CHAIN TECHNOLOGY
The future of supply chain software is being shaped by a shift from traditional transactional systems to advanced decision-making infrastructures that integrate data, AI and even experimental biological intelligence.
In a world where supply chains must become ever more resilient, agile and intelligent, leading innovators o9 Solutions and Cortical Labs embody two distinct yet complementary visions.
Supply chain software historically centred on transactional processes like order processing and warehouse management through ERP systems. Today, it serves as the critical decision-making infrastructure underpinning modern supply chains, knitting together data from suppliers, production lines, logistics, demand signals and market conditions into unified systems of record.
Scaling AI for decision-making Adam Ben-Yousef, SVP of Revenue Growth Management Solutions at o9 Solutions, encapsulates the purpose of modern supply chain software, saying:“ When I joined o9 four years ago, my goal was to establish a capability that could truly elevate how commercial leaders plan and invest for growth.”
Drawing on his decade of experience at Diageo, working across strategy, marketing, technology transformation and embedding AI, Adam has seen how fragmented planning is in many enterprises.
“ It’ s one thing to build analytical tools,” he reflects,“ but getting them used meaningfully at scale in a hundred-country business with 200 brands is a very different challenge.”
Adam emphasises that the future of enterprise planning requires platforms designed for scale, resilience and integration.
He says:“ Commercial and supply chain investments often operate in silos – each a bit suspicious of the other.
“ But, if technology can make information flow both ways, businesses can automate the routine and
142 December 2025