Jonathan Barrett (pictured, below), CEO, Kallikor, provided this comment:

“The challenge is that these plans often rely on assumed responses rather than tested outcomes. In practice, it can be difficult for organisations to see how different decisions – rerouting shipments, adjusting sourcing, reallocating inventory or changing service commitments – will actually behave across the entire supply chain once disruption begins.

“We’ve seen this before through the Suez Canal obstruction in 2021 and the Red Sea shipping disruption in 2023–2024, when pressure in one part of the global trading system forced companies to make rapid operational choices with limited visibility into the wider consequences.

“Many companies we work with have an answer on paper for how they would respond to disruptions like these. The ones with most confidence in that answer have already tested it — running scenarios to see how those decisions will actually behave across the supply chain before disruption forces the choice.

“The organisations navigating disruption best are rarely the ones reacting fastest. They are the ones that have already explored the scenarios and understand how their supply chain will behave before disruption forces the decision.”

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Using AI-powered insights, Kallikor’s Adaption platform models and simulates complex operational scenarios to enable businesses to adopt new technologies and rehearse the transformation of their supply chains, so they can implement change and optimise their operations with confidence.

Using the Adaption platform, Morrisons is creating a comprehensive digital twin of its end-to-end supply chain, a fully interactive model that mirrors the complexity, scale, and pace of its national network. This transformational capability provides a powerful design space where Morrisons’ teams can experiment, test, and optimise decisions with unprecedented speed and precision, from warehouse operations to network-wide flows. More than a model, it becomes the environment where supply chain reality and strategic intent meet, aligning decisions, testing trade-offs, and unlocking gains in efficiency, resilience, and customer responsiveness.

As the partnership scales, Morrisons will operate with a living digital model fully integrated into its day-to-day operations, enabling continuous optimisation and proactive adaptation to market shifts. This strategic collaboration will position Morrisons at the forefront of supply chain innovation, enabling the delivery of sustained growth, operational excellence, and market-leading customer experiences through faster, smarter, and more agile decision-making across its business.

Ross Eggleton, Group Director: Logistics, Supply Chain & Technology at Morrisons, said: “Partnering with Kallikor will help us make better decisions faster. By using AI to bring the real and synthetic worlds together, we can design and evaluate changes across our entire supply chain. That means we can move quickly, solve the right problems, and ensure that every supply chain decision supports the bigger picture, delivering greater value and availability for customers while improving our efficiency and resilience.”

Jonathan Barrett (pictured, above), Kallikor CEO, said: “We’re witnessing a fundamental shift in supply chain strategy. Organisations that can redesign their networks dynamically, test multiple scenarios, and make evidence-backed decisions at speed will define tomorrow’s competitive landscape. This partnership positions Morrisons to turn market volatility into a competitive advantage through faster delivery, optimised cost structures, and complete alignment between operational execution and strategic vision.”

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