Many enterprises still roll a prior-year curve, apply a blunt growth factor, and call it a forecast. Planners override in Excel without logging why. Promotions, new SKUs, and channel shifts break the model silently. Finance then blames operations when inventory turns look wrong at quarter end.
Data reality is fragmented. POS, ERP shipments, distributor sell-out, and e-commerce orders disagree on timing and units. Master data for product hierarchies is messy. Lead times and MOQs live in someone’s head. The forecast that feeds MRP is already stale by the time it is approved.
The business cost shows up as expedited freight, markdowns, idle cash in slow movers, and lost shelf presence on winners. Planners spend cycles reconciling versions instead of improving assumptions. Leadership asks for “AI forecasting” while the organisation cannot agree which demand signal is authoritative.
Demand planning owns the process; supply planning owns constraints; commercial owns promotions and launches; finance owns working-capital targets. Anti-patterns include publishing a single model score with no override audit, ignoring cold-start SKUs, and treating forecast accuracy as a shame metric instead of a learning loop.
Useful AI demand forecasting improves signal quality, makes overrides explicit, and connects to inventory and replenishment decisions. It does not promise perfect foresight — it gives planners a better baseline and a clearer record of why the plan changed.