Discover How New Artificial Intelligence Trends Can Enhance the Supply Chain; Industry Expert Analyzes the Scenario

It's not just about convenience or merely innovations imposed by the new technological landscape. The relationship promises to go much further than that in a not-so-distant future. The link between emerging trends in Artificial Intelligence (AI) and the global Supply Chain is already creating a landscape of benefits—especially for end consumers. And by all indications, the changes will continue to deliver even greater results.

However, there will be some trade-offs required. Not that these demands should be seen as a concern or a sign of negative developments. On the contrary, investments in these two fields are increasingly demanding better preparation from professionals involved in this work. In fact, this requirement has resulted in even more meaningful gains, particularly for the end consumer within the supply chain.

Figures recorded in 2024 showed that investment in Artificial Intelligence (AI) grew by nearly 70% worldwide. The same study revealed that venture capital investments in AI-related startups alone exceeded $110 billion. The year 2025 is expected to set a new record.

Not far behind are the investments measured in the Supply Chain sector. It's worth noting that part of these investments is also tied to new technological trends—especially through AI-driven tools.

In 2024, the total value of this market was estimated at nearly $32 trillion. Projections for 2025 suggest the value could reach nearly $90 trillion. In other words, it would be no surprise if figures in this field triple by the end of the year.

Expert Perspective

The unique features of this promising yet realistic scenario have aligned with Shabeeb Murtaza’s professional journey for years. As a result, the knowledge he has acquired allows him to confidently comment on the current state of affairs and the contributions this AI-supply chain relationship can bring to the market—and most importantly, to consumers.

“It’s already undeniable that Artificial Intelligence has revolutionized many areas of the market and fields of knowledge. Likewise, it’s no surprise that these innovations will continue to drive progress and investment, while also demanding more professional preparedness. And the relationship between technology and the Supply Chain is no different. The Supply Chain represents the entire system connecting production stages to the final consumer. It’s a reality that has brought greater efficiency, optimized processes, and ultimately delivered greater satisfaction and convenience to end users—especially in the acquisition and post-sale stages of products and services.”

Career Highlights

Shabeeb Murtaza is a seasoned professional in the Supply Chain field, with over 15 years of specialized experience in Logistics, Distribution, Warehousing, Planning Management, and Manufacturing. His journey began in Karachi, Pakistan, where he earned an MBA from KASBIT.

His career quickly progressed as he took on roles with increasing responsibility across different regions. His experience spans diverse social and organizational cultures, including the United Arab Emirates and, more recently, the United States. Murtaza currently resides in New Jersey, where he is involved in his latest learning experiences and professional projects.

More on the AI and Supply Chain Relationship

While the topic merits deeper study, it’s important to note that the Supply Chain can be executed in four different ways and includes seven elements—according to the most widely accepted academic models. Since their inception during the early industrial revolutions, these models have aimed to optimize production all the way to the customer.

The modern understanding of these studies began in the 1950s and gained momentum in the 1980s. The scope expanded beyond production and distribution to encompass all stages from raw material preparation to the final customer. While the focus remains on efficiency and cost reduction, greater emphasis is now also placed on external audience satisfaction—particularly that of customers.

“This is a highly dynamic evolution that has developed over recent decades. And it didn’t stop with what some theorists call reverse logistics: essentially, the full set of stages, which now also provide social benefits and are the subject of academic study. The evolution continues, now moving hand-in-hand with Artificial Intelligence. Without a doubt, we are witnessing the beginning of a new cycle in this relationship.”

Identifying specific demands, machine learning, product and idea prototyping, production tracking, and team development are just a few examples of how the AI-Supply Chain relationship is evolving. In the case of prototyping, for example, projects are now increasingly focused on usability and accessibility—leading to higher levels of consumer satisfaction.

“The changes we’ve seen have brought innovation to every process within Project Management. Previously more focused on raw material inputs and product outputs, at a basic level, this area of Organizational Management now applies a much higher level of commitment. The credibility we seek now depends heavily on end-user satisfaction—achieved in part through the support of new technological concepts. There’s a clear understanding that innovation has become a major strategic partner.”

Key Achievements

One of Shabeeb Murtaza’s standout accomplishments is his proven success in enhancing Supply Chain efficiency, improving processes, and cutting costs through the development and implementation of Best Business Practices in Supply Planning. He possesses in-depth knowledge in Logistics, Planning, Distribution, Warehouse Management, S&OP and IBP processes, along with a strong grasp of space configuration and usage.

He is also well-versed in industry-related matters such as production planning, transportation, warehousing, the use of technology in logistics, and demand and supply planning. The Pakistani professional has demonstrated the ability to understand and adapt to tech-supported operational processes.

Another advantage is his innovative mindset, developed through his broad range of experiences. He has introduced new ideas and concepts to deliver unique and alternative solutions to logistical challenges. As a result, he is recognized as an expert in managing world-class logistics operations and storage facilities, with comprehensive systems and procedures. His experience is particularly extensive in analyzing international logistics networks with a focus on process improvement and cost-reduction initiatives.

“At Reckitt Benckiser, as Demand Planning and Connected Manager, I was responsible for integrated Supply Chain planning for the U.S., Canada, and export markets. I led teams of qualified professionals, developing medium- and long-term forward-looking plans,” he said, referring to his current experience in Parsippany, New Jersey—based on metrics gathered during the strategic planning control phase.