Supply chain leaders are trying to look ahead, but many are still putting out fires.
What’s Related
That’s one of the key takeaways from PwC’s 2025 Digital Trends in Operations Survey. Based on responses from 610 operations and supply chain leaders, the report shows companies are trying to move from short-term fixes to long-term strategy, but it’s not easy.
“Operations teams are juggling real challenges—rising costs, new tariffs, and supply chain breakdowns—while also being expected to plan for the future,” the report says. “It’s not just about whether things need to change. It’s about how fast leaders can actually make it happen.”
Some findings are striking:
91% say they’ll make big changes to supply chain strategy due to U.S. trade policy.
57% say they’re already using AI in some parts of their business.
But 92% say their tech investments haven’t fully paid off.
The struggle between today’s fires and tomorrow’s goals
A big issue is finding the right balance. 82% of respondents said they have trouble juggling short-term demands with long-term planning. And nearly 90% expect supplier and material costs to rise sharply in the year ahead, which puts even more pressure on budgets and planning.
“Geopolitical risks and trade policy shifts are pushing leaders to build more flexible operations,” the report says. That means better scenario planning, faster decision-making, and building supply chains that can adapt in real time.
AI is promising, but scaling it is hard
AI is gaining traction, but it’s still in the early days. Just over half of the leaders surveyed say they’re using AI to manage supply chain disruptions, and another third are testing it.
AI agents are being explored for tasks like forecasting demand, buying materials, and tracking shipments. The idea is that these tools can spot problems faster and reduce delays.
Still, scaling AI is tough. 42% cited integration problems, and 37% pointed to data issues like poor quality or limited access. Leaders also said that even though they’re using advanced tools like AI and cloud, the return hasn’t always met expectations.
It’s not the tools—it’s how they’re used
Technologies like digital twins and data ecosystems show promise but aren’t widely adopted yet. Only 21% of companies are using digital twins, but 97% of those say they’re effective.
The main issue? Integration. “You can’t just buy tech and hope for the best,” the report notes. Companies need to build systems that talk to each other and deliver measurable results. And that means focusing less on adding more tools and more on making the right ones work well together.
Hiring helps, but it’s not enough
Hiring and training are top ways companies are building a more digital-savvy workforce. But they’re not the only options. Some lesser-used strategies, like offering certifications or acquiring companies with tech talent, are proving surprisingly effective.
The report suggests expanding beyond traditional hiring. “Training is table stakes,” it says. “You need to think differently if you want to stay ahead.”
What companies can do now
The report ends with eight key moves for companies looking to move faster and smarter:
Follow through on digital priorities. Align time and resources with top goals.
Anticipate disruption. Use predictive models and flexible operations.
Treat data as a strategic asset. Improve quality, access, and integration.
Prioritize real digital ROI. Tie AI and tech to performance and cost metrics.
Integrate, don’t just implement. Simplify systems to unlock real value.
Make AI everyone’s business. Scale use cases across operations.
Build smarter ecosystems. Strengthen partnerships across the value chain.
Create a learning culture. Evolve roles and boost digital fluency.
“It’s not too late to get ahead,” the report says. “But it does take action.”
