By: Fredrik Lindhagen, Product Manager
Over the past three years, the supply chain has undergone significant shifts. In 2023, sustainability was the top priority, with companies focused on emissions reduction, ethical sourcing, and green logistics. But in 2024, global attention turned to resilience following major disruptions in the Suez Canal. Now in 2025, artificial intelligence (AI) has taken center stage, as seen at this year’s Gartner® Supply Chain Symposium/Xpo.
These shifts reflect a response to both global disruptions and rapid technological advances. But the question remains: Is AI the ultimate solution, or just the latest trend?
From green goals to operational resilience
Back in 2023, environmental responsibility was at the heart of supply chain strategy. Businesses raced to comply with regulations, minimize their carbon footprint, and adopt sustainable shipping methods. The Gartner® Supply Chain Symposium/Xpo that year was packed with presentations and solutions promoting greener operations.
However, 2024 saw the emergence of new pressures. Significant disruptions in the Suez Canal created ripple effects across global trade routes, delaying deliveries and throwing schedules into chaos. These events exposed the fragility of even the most efficient supply networks and forced companies to reassess their priorities.
Supply chain agility and resilience became the new focus. Strategies such as diversifying suppliers, increasing buffer inventory, and deploying real-time monitoring tools gained traction. As the dust settled, attention shifted once again—this time, toward innovation.
2025: The rise of AI and simulation in supply chain
This year, AI has taken the spotlight. At the 2025 Gartner® Supply Chain Symposium/Xpo, AI and digital twin solutions dominated the stages and the floor. While sustainability and resilience are still part of the conversation, complex digital solutions and artificial intelligence clearly lead the way.
AI’s appeal is easy to understand. With capabilities like predictive analytics, autonomous planning, and smart automation, it promises greater accuracy, speed, and efficiency. It can optimize inventory levels, reduce waste, and improve warehouse operations using intelligent robotics.
Yet, as more businesses and boards rush to adopt AI, a key question emerges: What problem are they trying to solve?
Not every challenge requires AI
AI is a powerful tool - but it’s not always necessary. In many cases, businesses can achieve major improvements with simpler solutions like automation or enhanced data intelligence.
Automating repetitive processes such as data entry or order tracking, for instance, can generate significant efficiencies. Standardizing communications across partners in the supply chain can reduce errors and delays - without requiring heavy AI investment. Even straightforward data visualization tools can offer the insights needed to make better decisions.
The lesson is clear: Technology investments should be tied to real operational needs. AI should support clearly defined goals and deliver measurable ROI - not be adopted for its own sake.
Looking Ahead
The shift from sustainability in 2023, to resilience in 2024, and now to AI in 2025 illustrates the rapid evolution of the supply chain. Each stage has been driven by new challenges and new opportunities - and that evolution is far from over.
The future of logistics will require a balanced approach. While AI will undoubtedly play a major role, success will also depend on using the right mix of automation, intelligence, and human insight. Strategic thinking and adaptability will be critical as businesses navigate what comes next.
At nShift, we help organizations implement the right tools for their shipping and delivery experience needs. Whether you’re aiming to increase customer loyalty, boost efficiency, improve visibility, or future-proof your operations, we’re here to support your growth. Contact us here.
