Ride the digital wave or wipe out – Lessons from the Zero100 Forum
Paul Vanvuchelen and Philip Vervloesem - March 17
Imagine standing at the edge of a towering 100-foot wave, like a surfer poised to take the ride of a lifetime. The wind, the rhythm of the ocean, and every movement must align perfectly to stay upright. That’s what digital transformation feels like in today’s supply chain world. It’s no longer about avoiding disruption but learning how to move with it.
At the Zero100 Forum, the annual event for COOs and CSCOs from leading global companies, this metaphor came vividly to life. A presentation referencing the Maverick waves in California, USA, captured it perfectly. Riding the digital wave isn’t just about courage. It takes preparation, precision, and the right equipment.
The same goes for supply chain leaders. Just as surfers rely on their boards, foils, and waxes to glide through the water, businesses need the right technology and skilled teams to move quickly and confidently. Without the right systems in place, it’s easy to lose balance when disruption hits.
Why digital transformation matters more than ever
Supply chains are on the front lines of change. With geopolitical shifts, economic pressure, and new technology reshaping industries, companies need to stay flexible and resilient. Technologies like AI and future-ready platforms can help businesses adapt faster and make smarter decisions under pressure.Throughout our conversations at the forum, we sensed a growing urgency among leaders to not just talk about transformation but to embed it deeply into their company culture.
At the same time, there’s a lot of hype around technology. As one of the Zero100 lead researchers pointed out, there’s often a big gap between what people expect and what’s actually possible. The potential is huge, but success depends on companies staying grounded, setting realistic goals, and executing effectively.
“There’s a huge gap between technology hype and practical implementation.”
And at the heart of that execution lies supply chain planning. Smart, integrated, and future-proof planning that helps companies stay ahead of disruption and turn uncertainty into opportunity.
4 key challenges shaping the supply chain landscape
To stay ahead of the digital wave, businesses need to address several key challenges — many of which can be navigated with the right supply chain planning:
1. Tariffs and geopolitical uncertainty
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Global trade conflicts and shifting tariffs continue to disrupt supply chains. As we’ve seen in roundtable discussions, many companies have taken a "wait and see" approach. However, the most successful ones anticipate changes and adapt proactively. Flexibility and agility are crucial.
With advanced supply chain planning solutions, companies can run simulations, assess different scenarios, and make informed decisions faster — staying ahead of potential disruptions.
As one forum participant put it:
“Supply chains make or break success. In a world of global trade conflict, the companies that manage and optimize their supply chains best will emerge as winners.”
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2. AI: empowering smarter, faster decisions
One recurring theme throughout all the discussions was: AI is critical at every level of decision-making. It’s not just about speed and accuracy. AI agents are helping teams process real-time data and make better, faster choices when it matters most.
“We noticed that the companies making the biggest impact with AI weren’t those with the flashiest tech, but those with simplified architectures where all systems work in unison.”
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It also comes down to having the right architecture. Open, composable, and scalable systems are essential to keep up with the rapid change and data explosion we’re all navigating.
One example that really stood out to us was Alibaba, which built its own AI model, QWEN, surpassing DeepSeek V3. This demonstrates that with the right strategy, it’s possible to set new records faster than anyone imagined.
In the end, success depends on how you apply AI and who you choose to partner with along the way. As one of the business leaders in the audience said, “Pick the right partner to fuel your roadmap.” That insight resonated with us.
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3. Sustainability and carbon intensity
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Supply chains are becoming a pivotal factor in the transition to a carbon-neutral, fair, and circular economy. With over 80% of greenhouse gas emissions in many consumer goods companies originating from supply chains (see: McKinsey), sustainability is gaining strategic relevance.
Our experience shows that Green Planning is a key enabler, allowing businesses to model environmental impacts, compare greener scenarios, and integrate sustainability into decision-making. By optimizing energy use and reducing waste, companies can cut emissions while maintaining efficiency.
“Sustainability is no longer just a compliance issue. It’s a true value driver.”
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4. The human element: building future-ready teams
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Strong supply chains start with the right people. At the forum, we saw a shift in how leaders view talent — no longer just as support for tech adoption, but as central drivers of innovation.
As advanced technologies such as AI become more integrated into daily operations, supply chains are evolving from procurement cost centers to growth drivers. The future belongs to fusion teams that combine business expertise, data skills, and tech know-how. This mix helps companies stay agile and make better decisions.
“The future belongs to fusion teams that combine business expertise, data skills, and tech know-how.”
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“Leaders must make change go viral”, said one speaker, emphasizing the importance of communicating information across the organization. That’s only possible by anchoring transformation in a strong culture.
One industry presenter highlighted the challenge of balancing the priorities of the profit and loss (P&L) owner and the process owner. Understanding these dynamics helps foster collaboration and focus on results.
The right technology and partner for the journey
The digital wave is already here, and keeping up is no longer optional. To stay competitive, businesses need technology that brings agility, resilience, and scalability. Like surfing, it’s not just about the wave but how you ride it.
At OMP, we are committed to helping businesses navigate this transformation. Our Unison Planning™ platform integrates AI-driven decision-making with deep industry expertise to provide agile, resilient supply chains. With the right technology, the right partners, and the right strategy, your business can ride the digital wave to success.
We hope our reflections spark ideas and practical insights as you prepare for what’s next. To learn more about how to build a smarter, more resilient supply chain, download the e-book: 4 must-know planning strategies for the CSCOs. It’s packed with actionable insights to help you navigate these challenges and stay ahead of the curve.
Paul Vanvuchelen
CEO at OMP
Biography
With over 20 years’ experience in supply chain planning and executive leadership, Paul currently leads OMP as CEO, driving strategic transformation and sustainable growth across the globe. Before joining OMP, he held several C-level positions, including CEO of Aperam Stainless Belgium and Chief Performance Officer at Aperam, where he led global initiatives in industrial excellence, productivity optimization, and digital transformation.
Philip Vervloesem
Chief Commercial & Markets Officer at OMP
Biography
With 22 years’ supply chain digital transformation experience in a whole range of industries, Philip currently leads OMP’s business and market development globally while heading up the company’s US operations. Focusing on vision, strategy, and global community building, Philip has a proven history of boundary stretching and thought leadership in supply chain planning innovation, building new markets, and growing and supporting high-performing teams on both sides of the Atlantic.
