Demand volatility has been a challenge for supply chains from the very beginning.

As a massive horde of soccer fans gather in stadiums across Russia for the World Cup to cheer on their favorite team, one thing is for certain: they’ll be armed with plenty of money to spend. Is your supply chain prepared to serve them?

From global manufacturers such as Harley-Davidson Inc to small tech startups, companies are scrambling to rework supply chains built for an era of stable, open trade policy that is now under threat.

There’s something irresistible about a clash of titans. The fate of the world hung in the balance during the Cold War standoff between the U.S. and the U.S.S.R. Coke vs. Pepsi once mattered mightily. Ali-Foreman defined a pugilistic era. And then there’s the celebrity spat pitting Taylor Swift against Kanye West. (Look what he made her do.)

When it comes right down to it, are all these corporate scandals the result of a lack of intelligence? Specifically, of the artificial variety?

Since its inception, the internet has been a souped-up, digital version of the global logistics system. It has seamlessly connected parties across the world, allowing them to transport information in the form of data to anyone, anywhere — only without the trucks, boats or planes required of traditional logistics. In its early days, the internet even earned itself the name “information superhighway” as a fitting tribute to the industry.