In recent news, Nike made a shocking announcement that they were acquiring Celect, a predictive analytics and demand sensing software company, to fuel its consumer-direct offense strategy. The goal for Nike, despite their brand innovation and trendy fashion, is to better serve their customers on a more personal level by leveraging an AI platform to become hyper-focused on consumer behavior. This point of differentiation was underscored by Eric Sprunk, Nike, Inc. Chief Operating Officer, who stated:
Antuit's Senior Vice President of Global Business Development, Steve Gordon talks about using Demand Analytics, Demand Signals, and Artificial Intelligence to drive shopper frequency, basket size, and incremental consumer behaviors.
There is an increasing belief that machines can replace human activities. With supply chain becoming more complex, humans would need to make hundreds of thousands of decisions to stay competitive. Does this mean companies need AI and No Touch Demand Planning?
Digital savvy consumers demand personalization across multiple touch points. Companies that fail to engage risk losing consumers or even worse falling behind the competition. Gone are the days of mass marketing, mass messaging, mass distribution of the same message to everyone.