As disruption becomes the new normal, companies that master enterprise orchestration and continuous adaptation, rather than solely deploying artificial intelligence, will lead the next decade, according to industry expert Fabrizio Brasca of Kinaxis.
Disruption is no longer a passing storm but the operating climate for modern business, and adaptability , not the mere deployment of artificial intelligence , will determine which companies lead the next decade, according to an extended industry perspective from Fabrizio Brasca of Kinaxis.
According to the original report, the nature of disruption has shifted from episodic to structural: policy shifts can reroute sourcing overnight and viral demand spikes can deplete shelves faster than traditional forecasts can react. In that environment, Brasca argues, AI is an accelerator of adaptability rather than its primary driver. The competitive edge will belong to organisations that can orchestrate intelligence across the enterprise , converting disparate data into continuous, connected decisions that let them sense, simulate and act in near real time.
Industry research underscores the gap between ambition and operational readiness. A 2025 Economist Impact study supported by Kinaxis found 71% of global businesses have accelerated AI adoption in response to tariffs, inflation and geopolitical volatility, yet only around one in five can make real‑time decisions. Earlier IDC research commissioned by Kinaxis similarly reported that 83% of supply chains could not respond to disruptions within 24 hours, with an average response time of five days. Those findings highlight a persistent mismatch: organisations are racing to deploy AI while their architectures for data, governance and process remain ill‑suited to continuous adaptation.
Brasca sketches orchestration , not control , as the next evolutionary stage. Where classical supply chains were optimised for stability, efficiency and cost, adaptive supply chains are built around five capabilities: planning at the core as a continuous nervous system; a single live model to create “one truth” across functions; continuous adaptation to adjust as change happens; agentic acceleration, using intelligent agents for routine sensing and exception management; and value‑centric leadership to balance growth, margin, sustainability and resilience. He cites practical results, from life sciences firms using agents to prevent expiry losses to high‑tech companies reassigning production within hours of demand shifts.
Crucially, Brasca stresses governance as the condition of trust that makes rapid AI‑enabled decisions acceptable. According to his analysis, every recommendation must be explainable, auditable and constrained by clear ethical, compliance and financial guardrails; AI should extend human accountability, not replace it.
Market moves reflect the direction he outlines. Kinaxis’ partnership with Databricks, announced in 2025, aims to integrate orchestration software with a data intelligence platform to unify data and accelerate AI adoption , an example of vendors seeking to close the gulf between AI experiments and operational decisioning. Kinaxis’ event series and published research likewise promote peer discussion and practical approaches to building the architectures and governance that underlie adaptability.
The broader implication is that firms should prioritise architectural and organisational change over chasing point‑solutions. Investments that knit planning, execution and governance together , and that deploy agents within clear guardrails , will convert AI’s potential into reliable, continuous responsiveness. As Brasca concludes, the companies most likely to win the coming decade will be those that adapt fastest, turning disruption into advantage rather than merely automating faster than their peers.
Source: Noah Wire Services
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