A Gartner survey highlights that artificial intelligence (AI) and generative AI (GenAI) are the leading investment priorities for digital supply chains, reflecting significant interest among global supply chain leaders. Conducted in June 2024 with 419 influential supply chain executives, the survey reveals notable variations in how these technologies are prioritised across different geographic regions, roles, and industries.
Figure 1: AI and Gen AI are top priorities for the digital supply chain
The findings indicate that while enthusiasm for AI and GenAI is high on an overall scale, Western Europe lags in prioritisation. Supply chain leaders in this region tend to focus more on traditional Industry 4.0 objectives, such as smart manufacturing, rather than on advanced AI technologies.
“European respondents were more likely to prioritise technologies that align with Industry 4.0 objectives,” said Michael Dominy, VP analyst in Gartner’s Supply Chain practice. He emphasised that the differences in priorities are tied to both regional characteristics and specific industry needs.
In North America, 26% of respondents identified AI, including machine learning, as their top investment priority, compared to only 14% in Western Europe. Conversely, 14% of Western European respondents prioritised robotics in manufacturing, sharply contrasting with just 1% in North America.
These geographical disparities suggest that companies operating across multiple regions may need to tailor their technology investments according to local priorities rather than adopting a one-size-fits-all approach.
Another significant divide appears when evaluating the attitudes of different organisational roles toward GenAI. Only 12% of business-led roles viewed GenAI as a top priority, while 28% of IT roles did. This disparity may reflect a broader scepticism among business leaders regarding the immediate return on investment that GenAI can deliver.
Dominy noted that business-focused roles are often more comfortable with established technologies, which may explain their hesitance to fully embrace GenAI.
Despite this scepticism, several industries—including retail, industrial manufacturing, and high-tech sectors—are already prioritising GenAI investments. This suggests a growing recognition of its potential benefits, even as some roles remain cautious.
Overall, the survey underscores the need for organisations to adapt their digital supply chain strategies to regional and role-specific nuances, ensuring that investments align with both current technological capabilities and future opportunities.
