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Why Most Supply Chain AI Projects Fail — And What Australian Organisations Should Do Differently

Why Most Supply Chain AI Projects Fail — And What Australian Organisations Should Do Differently
Why Most Supply Chain AI Projects Fail — And What Australian Organisations Should Do Differently
Written by:
Mathew Tolley
Written by:
Trace Insights
Publish Date:
Feb 2026
Topic Tag:
Technology

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Let's get the uncomfortable truth out of the way first.

The supply chain AI market is growing rapidly. Investment is accelerating. According to a Deloitte survey, 85% of leaders increased their AI investment over the past year. The Australian Industry Group reports that 27% of industrial businesses rank AI-powered solutions as a top investment priority for 2026. Platforms like o9 Solutions, Kinaxis, Blue Yonder and SAP IBP are competing aggressively for enterprise adoption. The technology itself — for demand forecasting, inventory optimisation, logistics routing, supplier risk, warehouse automation — is genuinely capable.

And yet, the results are overwhelmingly disappointing.

An MIT study published in mid-2025 found that 95% of enterprise generative AI pilots delivered zero measurable return on investment. Forbes reports that upwards of 85% of AI initiatives don't make it into production, and of those that do, a significant portion fail to deliver the expected value. McKinsey's 2025 State of AI survey found that while 88% of organisations use AI in at least one function, only about a third have managed to scale it beyond experiments or pilots — and only 39% report any improvement to EBIT at all, with most of those seeing less than 5% impact.

For supply chain specifically, the picture is equally stark. McKinsey research found that only 16% of companies have successfully scaled AI in supply chain operations, despite 68% claiming to use it. PwC's 2025 Digital Trends in Operations Survey reported that 92% of operations and supply chain leaders cite at least one reason why their technology investments haven't fully delivered expected results, with integration complexity (47%) and data issues (44%) the most common culprits.

These numbers should give every Australian supply chain leader pause — not because AI doesn't work, but because something between the investment decision and the operational outcome is consistently going wrong. Understanding what that something is, and how to avoid it, is worth more than any vendor demonstration or conference keynote.

The gap isn't technology. It's everything around the technology.

The most important thing to understand about supply chain AI failure is that the technology itself is almost never the problem. The algorithms work. Machine learning can genuinely improve forecast accuracy. Optimisation engines can identify inventory savings that humans miss. Predictive models can flag supplier risks earlier than manual monitoring. Computer vision can improve quality control. Natural language processing can accelerate document review and contract analysis.

The failures happen in the space between the technology's capabilities and the organisation's ability to use them. As one analysis put it, the high failure rate observed today reflects implementation challenges, not inherent limitations of AI. Companies that mistake these struggles for permanent constraints risk missing the window to build a competitive advantage.

This is a critical distinction. When an AI project fails, the instinct is often to blame the tool — the vendor oversold it, the model wasn't accurate enough, the platform was too complex. Sometimes those things are true. But far more often, the project failed because the organisation wasn't ready for it — and nobody assessed that readiness honestly before committing budget.

Let's look at the specific patterns.

Pattern one: starting with the technology instead of the problem

This is the most common and most expensive mistake. An organisation sees a compelling vendor demonstration, reads about what a competitor is doing, or faces board pressure to "do something with AI." So they select a platform, launch a pilot, and then try to find a problem for it to solve.

It happens more than you'd think. Gartner found that 37% of leaders in low-maturity AI organisations identified "finding the right use case" as one of their top three implementation barriers. That statistic should be alarming — it means more than a third of organisations are investing in AI without being clear about what they're trying to achieve.

In supply chain, the technology-first approach typically looks like this: a team selects an AI-powered demand planning tool, runs it alongside their existing forecast for a few months, gets results that look promising in a controlled test environment, and then struggles to integrate those results into their actual planning process. The forecast might be better in theory, but if the planning process doesn't change, if planners don't trust the output, if the data feeding the model isn't maintained to the standard the model requires, the theoretical improvement never translates into operational results.

The organisations that succeed with AI start from the other end. They identify the operational decisions that matter most and are currently made poorly — where is the most value being lost? — and then ask whether AI can improve those decisions. Sometimes the answer is yes. Sometimes the answer is that better data, cleaner processes, or more disciplined governance would improve the decision without any AI at all. Either way, the improvement is grounded in a real operational problem rather than a technology aspiration.

Pattern two: the data foundation isn't there

If there is one theme that dominates every credible analysis of AI failure in supply chains, it's data. Not as an abstract concept, but as a practical, operational blocker.

PwC's survey identified data issues as the second most common reason technology investments fail to deliver (44% of respondents). BCG research found that 61% of supply chain leaders cite poor data quality and system integration as the top barriers to successful AI implementation. Gartner's research confirmed that data availability and quality remain among the top challenges regardless of AI maturity — identified by 34% of leaders in low-maturity and 29% in high-maturity organisations.

In Australian supply chains, the data challenge has several dimensions that are worth spelling out because they're often underestimated.

Fragmented systems. Most organisations of any scale run multiple systems across their supply chain — an ERP (sometimes more than one, particularly after acquisitions), a WMS, a TMS, procurement systems, demand planning tools, spreadsheets that bridge the gaps, and manual processes that bridge the gaps between the spreadsheets. Each system holds part of the picture. AI models need the full picture. Getting data out of these systems, aligning it, cleaning it and maintaining it at the quality the model requires is not a small task. It's a foundational infrastructure project — and most organisations underinvest in it dramatically relative to what they spend on the AI tool itself.

Master data quality. Inaccurate lead times, incorrect unit conversions, outdated supplier records, inconsistent product hierarchies, duplicated customer records — these are mundane, unglamorous problems. But they directly determine whether an AI model produces useful output or garbage. When a demand forecasting model is trained on historical data where product hierarchies changed mid-period, where promotions weren't flagged consistently, where returns were recorded inconsistently, or where intercompany transfers contaminated demand signals — the forecast will be wrong in ways that are hard to diagnose and expensive to fix.

Historical data gaps. Machine learning models learn from patterns in historical data. If you've only been tracking a particular metric for twelve months, or if your data from two years ago is unreliable because it predates a system migration, or if a pandemic scrambled your demand patterns so thoroughly that three years of history are essentially unusable — the model has less to work with than you think. This is particularly relevant for Australian businesses with seasonal demand patterns that differ from Northern Hemisphere norms, or those with relatively short data histories in newer product categories.

Integration costs. The ASCLA highlighted that data quality across fragmented systems remains a persistent challenge for logistics operations, noting that when AI tries to optimise across disconnected sources, decisions can be dangerously flawed. ABI Research's 2025 supply chain survey recommended that organisations expect integration and change costs to exceed computational spend by a factor of 1.2 to 2.5 times. That's not the AI platform licence — that's the unglamorous plumbing work required to make the platform actually function.

The practical implication is straightforward but frequently ignored: the data foundation work needs to happen before the AI investment, or at minimum concurrently with a realistic assessment of how long it will take. Organisations that treat data quality as a problem to be solved during implementation rather than a prerequisite for implementation consistently overshoot timelines and budgets.

Pattern three: bolting AI onto broken processes

This one is subtle and therefore dangerous. An organisation has a demand planning process that doesn't work particularly well — forecasts are inaccurate, planners override the statistical baseline without discipline, the S&OP process is more presentation than decision-making, and inventory parameters haven't been reviewed in two years. They invest in an AI-powered planning platform expecting it to fix the problem.

It doesn't. The AI tool generates a better statistical baseline, but the same planners override it with the same undisciplined adjustments. The improved forecast feeds into the same S&OP process that doesn't connect demand to supply to finance. The inventory parameters are still wrong, so the system optimises around incorrect targets. The result: an expensive new platform producing results that aren't materially better than what came before.

KPMG identified this explicitly in their analysis of AI in supply chains: true scalability requires clean data, standardised processes, and disciplined governance. The technology layer sits on top of a process layer, which sits on top of a data layer. If any layer is broken, the layers above it can't function properly.

This is where the process design and transformation work becomes essential — not as a separate initiative from AI adoption, but as an integral part of it. The organisations that get value from AI in demand planning, for example, typically redesign their planning process concurrently: clarifying who owns the forecast, establishing governance for overrides, connecting the demand plan to supply and financial plans, and defining how the AI output is used in decision-making. The technology and the process change together.

Pattern four: the pilot trap

The data on this is unambiguous. Organisations are launching AI pilots at scale, but very few of those pilots reach production.

McKinsey's 2025 survey found that the majority of organisations are still in experimenting or piloting stages. BCG reported that 90% of vertical, function-specific AI use cases remain stuck in pilot mode. The MIT study's finding that 95% of enterprise AI pilots deliver zero measurable return isn't about pilot failure in the technical sense — many pilots "work" — it's about the gap between a successful pilot and a scaled deployment that delivers measurable business value.

The pilot trap works like this. An organisation identifies a use case, selects a vendor or builds something internally, runs a proof of concept in a controlled environment, and demonstrates that the model can produce better results than the current approach. The pilot is declared a success. Then the project stalls.

It stalls because the pilot environment was curated — clean data, engaged users, limited scope. Production is messy — inconsistent data quality, users who weren't involved in the pilot, integration with live systems, edge cases the pilot didn't encounter, organisational resistance from people whose workflows are being changed. The gap between pilot and production is not a small step — it's often a larger, more expensive, and more complex undertaking than the pilot itself.

The SupplyChainBrain analysis noted this directly: buying AI tools from specialised vendors succeeds about 67% of the time, compared to about one-third for internal builds. But even for vendor solutions, success depends on choosing the right product, configuring it for the business, and adopting it strategically — starting narrow and scaling from there rather than building something generic.

For Australian organisations, this has a practical implication. Don't conflate a successful pilot with a successful implementation. Budget and plan for the pilot-to-production journey explicitly, including data integration, process redesign, change management, user training, and ongoing model maintenance. If the business case only works at production scale, ensure there's a realistic plan and budget to get from pilot to production — or don't start the pilot.

Pattern five: underinvesting in people and change

Gartner predicts that by 2028, 60% of supply chain digital adoption efforts will fail to deliver promised value due to insufficient investment in learning and development. Their survey of 579 supply chain practitioners found that 58% identified rapid tech advancement as a major future challenge, while 40% believed hyperautomation was evolving skills requirements faster than they could adapt.

This is not a soft problem. It's the difference between success and failure.

When an AI tool changes how a planner does their job — from manually building a forecast in a spreadsheet to reviewing, adjusting and approving an AI-generated forecast — that's not a small change. It requires the planner to develop new skills: understanding what the model is doing well enough to know when to trust it and when to override it, interpreting confidence intervals and scenario outputs, managing by exception rather than rebuilding from scratch. If the planner doesn't develop those skills, they'll either ignore the AI output (making the investment worthless) or accept it blindly (introducing new risks).

The same applies across warehouse operations, procurement, logistics planning and supplier management. AI changes the nature of work in each of these functions. People need new skills, new workflows, and enough confidence in the technology to use it effectively. That requires deliberate investment in training, ongoing support, and an organisational culture that embraces experimentation and learning.

McKinsey's research confirmed that high-performing AI organisations are nearly three times more likely than others to fundamentally redesign their workflows. They don't just add AI to existing processes — they rethink how work is done. And high performers are more likely to have defined processes to determine how and when model outputs need human validation. The human-in-the-loop design is intentional, not an afterthought.

In the Australian context, where supply chain talent is already constrained — the ASCLA reports ongoing shortages of skilled drivers, warehouse staff and logistics professionals — the workforce dimension of AI adoption deserves even more attention. Organisations aren't just competing for AI-literate talent; they're asking existing teams with full workloads to adopt new ways of working while maintaining operational performance. That requires investment in capability building and organisational design that goes well beyond a vendor training session.

Pattern six: no clear success metrics

A surprisingly common contributor to AI "failure" is that nobody defined what success looks like before the project started.

Gartner's research found that mature AI organisations were more likely to define performance metrics early in the ideation phase of every use case. PwC identified unclear objectives and weak business rationale as one of the least-selected reasons for technology investment failure — which they interpret not as evidence that objectives are clear, but as a blind spot. Organisations don't realise their objectives are unclear until the project is underway and nobody can agree on whether it's working.

In supply chain, this plays out in several ways. A demand forecasting project might improve forecast accuracy at a national level but not at the SKU-location level where inventory decisions are actually made. An inventory optimisation project might reduce total stockholding but increase stockouts on critical lines. A logistics optimisation project might reduce total transport cost but create service problems for premium customers. Whether any of these outcomes counts as "success" depends entirely on what was defined upfront.

The most effective approach is brutally specific. Before committing to an AI project, define the operational metric you're trying to improve, the baseline you're measuring from, the target improvement, and the timeframe. If you can't do that — if the best you can say is "we want to use AI to improve our supply chain" — you're not ready to invest. You need a diagnostic first.

Pattern seven: trying to do too much at once

The final pattern is ambition that exceeds organisational capacity. An organisation commits to an enterprise-wide AI transformation — new demand planning, new inventory optimisation, new logistics routing, new supplier risk monitoring, all at once. The scope is overwhelming, the change burden on the organisation is unsustainable, and the project collapses under its own weight.

The evidence strongly favours a focused, sequential approach. The SupplyChainBrain analysis recommended starting with a single AI application and then adding more over time, building a solid foundation before expanding capabilities. Infios' leadership team noted that most AI initiatives fail because companies chase tools rather than solving specific problems. Supply chain AI trends research from Dataiku emphasised that organisations should start narrow, prove value, then scale — not attempt broad transformation from day one.

For Australian supply chain teams, the sequencing question is particularly important. Resources are constrained. Operational demands are relentless. Tariff disruption, Scope 3 reporting deadlines, and cost pressures are all consuming management bandwidth simultaneously. Trying to run a multi-workstream AI transformation on top of these priorities is a recipe for failure.

A phased approach works better. Start with one use case where the business case is clear, the data is relatively clean, and the process is well understood. Deliver measurable results. Build internal confidence and capability. Use the lessons from the first deployment to inform the second. This is slower than the ambition suggests, but it's how value actually gets captured.

What the organisations that succeed are doing differently

The patterns above describe how AI projects fail. The inverse — what successful organisations do — is equally instructive, and the evidence is remarkably consistent.

They start with operational problems, not technology. The organisations capturing value from AI identified specific decisions that were being made poorly, quantified the cost of those poor decisions, and then evaluated whether AI could improve them. The technology selection followed the problem definition, not the other way around.

They invest heavily in data foundations. Not as a separate initiative, but as an integral part of AI deployment. They clean master data, build integration pipelines, establish data governance, and create processes to maintain data quality over time. They treat this work as ongoing investment, not a one-time project.

They redesign processes concurrently. McKinsey's high performers are three times more likely to fundamentally redesign workflows. They don't bolt AI onto broken processes. They redesign the process to take advantage of AI capabilities — establishing new roles, new governance, new decision rights, and new ways of working.

They invest in their people. Training, change management, capability building, and ongoing support. They recognise that AI changes the nature of supply chain work and invest in helping their teams make that transition. They deploy human-in-the-loop controls deliberately, building trust in the technology over time.

They define success metrics upfront. Specific, measurable, operationally grounded. They know what they're trying to achieve before they start, and they measure progress against those targets relentlessly.

They start narrow and scale deliberately. One use case, well-executed, delivering measurable results. Then a second, informed by lessons from the first. This isn't lack of ambition — it's recognition that sustainable AI value comes from building organisational capability alongside technical capability.

They have senior leadership commitment. McKinsey found that high performers tend to have senior leaders who demonstrate strong ownership and commitment to AI initiatives. AI adoption is not delegated to IT or an innovation team — it's owned by the supply chain leadership as an operational priority.

What this means for Australian supply chain leaders

The Australian supply chain landscape creates both specific challenges and specific opportunities for AI adoption.

The challenges are real. Fragmented systems from years of organic growth and acquisition. Data quality issues that predate the AI conversation by a decade. Talent constraints that make it hard to build internal AI capability. Operational complexity driven by Australia's geography — vast distances, concentrated coastal populations, long inbound lead times, and relatively small domestic markets compared to the infrastructure required to serve them. Regulatory complexity, from Scope 3 reporting to modern slavery to product safety, consuming management attention that might otherwise go to technology transformation.

But there are opportunities too. Australian labour costs are among the highest in the world, which means AI tools that improve productivity have a shorter payback period than in lower-cost markets. The country's geographic isolation creates structural supply chain complexity — long lead times, concentrated shipping lanes, vulnerability to disruption — that AI-powered planning and risk management tools are well-suited to address. And the relatively concentrated nature of many Australian industries means that organisations that get AI right can establish meaningful competitive advantages quickly.

The practical question for most Australian supply chain leaders is not whether to invest in AI — it's how to invest in a way that actually delivers results rather than adding to the 85% failure rate.

Based on everything we've seen — in the research, in client engagements, in the pattern of successes and failures across the market — here's what we'd recommend.

Start with a diagnostic. Before committing to any AI investment, understand where your supply chain is actually losing value. Map your end-to-end supply chain costs, processes and capabilities. Identify the decisions that matter most and are currently made most poorly. Quantify the opportunity. This creates the fact base for prioritising AI investments — and it often reveals that the highest-value improvements don't require AI at all. Better data, cleaner processes, more disciplined governance, and stronger procurement practices can deliver substantial value without any algorithms.

Assess your readiness honestly. Data quality, system integration, process maturity, workforce capability — evaluate these honestly, not aspirationally. If your master data is unreliable, your first investment should be in fixing it. If your planning process doesn't work, redesign the process before layering AI on top of it. If your team doesn't have the skills to work with AI tools, invest in capability building before you invest in the tools.

Choose one use case to start. Not the most ambitious one — the one with the clearest business case, the best data foundation, and the most receptive team. In most Australian supply chains, demand forecasting or inventory optimisation are strong starting points because the data typically exists (even if it needs cleaning), the business case is quantifiable (working capital, service levels, waste reduction), and the technology is relatively mature.

Plan for the full journey. Budget and plan not just for the pilot, but for the pilot-to-production transition, the integration work, the process redesign, the change management, and the ongoing model maintenance. If the total cost of that journey exceeds what the organisation can support, reduce the scope rather than reducing the investment in the things that determine success.

Get independent advice on technology selection. The supply chain technology market is crowded, vendor claims are aggressive, and the difference between a platform that's right for your organisation and one that isn't can be the difference between success and a multi-year, multi-million-dollar disappointment. Independent advisory — from a firm that doesn't sell software and doesn't have vendor partnerships that create conflicts — is worth the investment. Trace is independent of all technology vendors, which means our recommendations are based entirely on what's right for your organisation.

Connect AI to your broader supply chain strategy. AI isn't a standalone initiative. It connects to your network design, your procurement strategy, your planning processes, your warehousing and distribution operations, your resilience planning, and your workforce strategy. The organisations that get the most value from AI are those that integrate it into a coherent supply chain improvement program rather than treating it as a separate technology project.

The role of advisory in AI adoption

There's an irony in the supply chain AI market that's worth naming. The same organisations that are underinvesting in data foundations, process design and change management — the things that determine whether AI projects succeed — are overinvesting in technology licences and vendor engagements. They're spending millions on platforms and relatively little on the advisory work that determines whether those platforms deliver value.

This isn't an argument for hiring consultants instead of buying technology. It's an argument for getting the sequence right. A well-run diagnostic, a clear readiness assessment, a disciplined use case prioritisation, a structured technology selection process, a thoughtful process redesign, and a proper change management program — these are the things that determine whether an AI investment succeeds or fails.

At Trace, this is exactly the work we do. We're a specialist supply chain and procurement consulting firm — it's all we do, which gives us the operational depth that generalist firms and technology vendors can't match. We're independent of all technology vendors, which means we can assess platforms, evaluate vendors and make recommendations based entirely on what's right for your organisation. And we understand how AI fits into the broader supply chain context — because we work across strategy and network design, procurement, planning and operations, warehousing and distribution, organisational design, technology advisory, and resilience.

We've written previously about how to adopt AI practically in your supply chain and about the seven things that need to be right before the technology matters. This article adds the failure patterns — because understanding what goes wrong is often more instructive than understanding what to aim for.

The bottom line

The supply chain AI market is not going away. The technology is getting better. The use cases are getting clearer. The competitive pressure to adopt is intensifying. Gartner predicts that 70% of large organisations will adopt AI-based supply chain forecasting by 2030. BCG reports that agentic AI systems already account for 17% of total AI value and are projected to reach 29% by 2028.

But the gap between AI investment and AI results is a real and present problem. Four in five organisations are seeing no tangible bottom-line impact from their AI initiatives. Ninety-five percent of pilots deliver zero measurable return. The organisations that are capturing value are doing fundamentally different things — not buying better technology, but building better foundations, redesigning processes, investing in people, and approaching AI with the same operational discipline they apply to every other aspect of supply chain management.

The window for getting this right is narrowing. Organisations that build the foundations now — clean data, sound processes, capable people, clear strategies — will be positioned to capture genuine value from AI as the technology continues to mature. Organisations that keep launching pilots without addressing the foundations will keep getting the same disappointing results, while falling further behind competitors who've figured out that AI success is an operational challenge, not a technology one.

If you're an Australian supply chain or operations leader thinking about your AI strategy — or wondering why your current AI investments aren't delivering the results you expected — we'd welcome the conversation. Get in touch and let's talk about what's really going on and what to do about it.

Trace Consultants is an Australian supply chain and procurement consulting firm working across FMCG and manufacturing, retail and consumer, resources and energy, health and human services, and government and defence. We help organisations navigate the intersection of supply chain strategy, technology adoption and operational improvement — with the independence and depth that comes from doing nothing else. Visit our insights page for more articles on the challenges shaping Australian supply chains.

Ready to turn insight into action?

We help organisations transform ideas into measurable results with strategies that work in the real world. Let’s talk about how we can solve your most complex supply chain challenges.

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