Making Supply Chain Decisions In Constant Uncertainty

Supply chain leaders face tough decisions amid constant uncertainty. Explore the tradeoffs, challenges, and insights behind decision-making today.

Jan 29, 2026

What am I going to write about today?

That was one of the first decisions I had to make today. I’ll make another 35,000 or so decisions before the day is over. So will you — and many of those decisions will be almost automatic, like whether to turn left or right when you enter a store.

A much smaller subset of decisions, however, are more critical — requiring time to think through, data and information to evaluate the options, and input, advice, and buy-in from others.

That is certainly the case in the daily worklife of supply chain and logistics executives. The questions they face, and the decisions they have to make, are often complicated. Here are a few questions many of them are likely wrestling with today:

Digital Twins in Supply Chain Operations

PepsiCo announced an industry-first collaboration with Siemens and NVIDIA to apply AI-enabled digital twin technology across manufacturing and supply chain operations. The initiative is focused on simulating, optimizing, and validating production and logistics decisions before making physical or capital changes. Against this backdrop, this survey explored how supply chain and logistics executives are viewing the strategic importance, readiness, and potential value of AI-enabled digital twins within their own organizations.

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