In today’s complex global marketplace, effective collaboration in supply chains increasingly relies on enhanced visibility and data sharing among stakeholders. The recent discussions at the Mount Visibility track during the inNOWvate Supply Chain Event in Amsterdam underscored the critical role of transparency in driving performance improvements. Key players in the field, including Celonis, Uber Freight, Streamliner, Optilogic, Loftware, and Trusty, presented innovative tools designed to foster this transparency. From standard shipping labels to advanced artificial intelligence (AI) solutions, these tools illustrate how visibility lays the groundwork for seamless collaboration.
Kris van Ransbeek, co-founder of Streamliner, opened his session with a thought-provoking analogy drawn from Yuval Noah Harari’s work, “Sapiens.” He argued that humanity’s historical success stems from our ability to cooperate, a skill he believes is lacking in the fragmented world of modern supply chains. Attendees resonated with his critique of the prevalent “chaotic planning” that occurs when key information is shared at the last moment—often only when shipments arrive unexpectedly, such as containers from China docking in Rotterdam. This approach highlights the inefficiencies borne out of poor communication, echoing findings from various industry studies indicating widespread misalignment among supply chain partners.
The need for improved collaboration is substantiated by research from Loftware, where 84% of respondents acknowledged the value of joining a data-sharing ecosystem. Such collaborations promise enhanced authenticity, regulatory compliance, and traceability of goods—a necessity made urgent by disruptions like the recent trade tariffs announced by former President Trump. Nigel Street, Senior Vice President of Sales at Loftware, described how effective product labelling acts as a conduit for essential data, allowing businesses to trace goods and coordinate logistics better.
Artificial intelligence is also emerging as a game-changer for supply chain collaboration. Guy Roijen, Sales Director at Uber Freight, highlighted the capabilities within his platform to negotiate shipment prices using AI, simultaneously engaging with as many as 150 carriers. The promise of generative AI tools, such as the forthcoming AI Insights chatbot, positions users to obtain immediate answers to queries like delayed shipments—an example of how technological advancements can streamline operations.
Celonis, renowned for its process mining capabilities, similarly leverages AI to generate what it calls a “digital twin” of business operations. Maarten van der Borden, Customer Transformation Director at Celonis, detailed how the company employs AI to analyse transactional patterns in real time, allowing for timely interventions when operations deviate from established protocols. This proactive strategy assists businesses in avoiding costly inefficiencies.
However, the failures of large corporations highlight the importance of rigorous oversight in supply chains. Daniel Bermejo, co-founder of Trusty, cited John Deere’s $10 million settlement relating to a bribery scandal in Thailand as a cautionary tale. With nearly 6,000 suppliers to manage, reliance on compliance audits of only the top echelon of vendors can leave significant risks unaddressed. New EU regulations necessitate comprehensive supplier screening, prompting the need for simplified assessment tools that can facilitate compliance without burdening stakeholders with lengthy questionnaires.
The impact of external factors, such as tariffs, can also necessitate a fundamental rethinking of supply chain structures. Neeru Bhopal, Senior Product Manager at Optilogic, noted the strategic decisions facing businesses today, particularly around offshoring versus nearshoring and optimising inventory strategies. Optilogic offers accessible tools, like the Lumina Tariff Optimizer, that empower various team members to assess the financial implications of tariffs on product costs, thereby facilitating informed decision-making.
Emerging technologies promise to reshape how companies engage with their supply chains. Recent highlights in the field showcase platforms such as Project44 and FourKites, which provide real-time visibility across transportation modes, utilising advanced AI and machine learning capabilities to enhance operational efficiency. As operational needs continue to evolve, companies that can integrate these technologies effectively will likely lead the industry in transparency and collaboration.
Across the supply chain spectrum, the paramount importance of visibility is becoming clearer. By investing in tools that foster greater data sharing and transparency, companies can not only mitigate risks associated with compliance and inefficiencies but also lay the foundation for improved collaboration and enhanced performance in their supply chain operations.
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Source: Noah Wire Services
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