To move from strategy to action, the report recommends a phased approach:“ Think big, start small, scale fast.” That means identifying where AI delivers value now, picking the right technology and evolving the business model around it.
Toni offers practical advice on starting the journey:“ My key advice is simple: begin with the problem. For online grocery, AI was required to master three problems: offering enough choice to satisfy customers; ensuring this choice doesn’ t drive food waste; and guaranteeing choices can be fulfilled through delivery. We don’ t throw sophisticated AI at every problem.
Instead, we assess which problems deliver greatest value and choose the best tool.
“ The real value comes from deeply understanding customer pain points and improving their experience.”
Stephane echoes this:“ Start with a clear business problem, not technology. It’ s easy to get caught in AI hype, but real value comes from solving pain points: improving inventory, reducing emissions, managing risk. Build from there, scale what works and keep the human in the loop.”
In other words, a cognitive supply chain can only thrive not by replacing human input, but supporting it.
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