CINXE.COM

<!DOCTYPE html><html dir="ltr" lang="en"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width, initial-scale=1.0"/><meta http-equiv="X-UA-Compatible" content="IE=edge"/><script async="" src="//sandbox.piano.io/xbuilder/experience/load?aid=cJo8WPy0su"></script><script></script><script>var McKinsey = {"ArticleTemplate":"Legacy","DaysSinceCMSPublication":"0","DisplayDate":"11/20/2024","OriginalPublicationDate":"11/20/2024","SitecoreId":"{229436A6-B49F-455F-9F92-F3F8795AD199}","Title":"Digital twins: The key to unlocking end-to-end supply chain growth","ArticleType":"Article","ContentType":"Article","ServerNumber":"","IsPageRestricted":"true","UserID":"","RegistrationDate":"","LoginStatus":"logged_out","JobTitle":"","CompanyName":"","blogTags":null,"enableRegWall":false}; var pageMetaInformation = {"CurrentLanguage":"en","AlternateLanguages":[{"DisplayName":"English","LanguageCode":"en","Url":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth"}],"NavigationLink":"capabilities","ActiveItemId":"{099F8C41-3439-467C-A052-38DA8EDCBC32}","OfficeCode":"","MiniSiteId":"{CA4B9135-08B9-4418-B2DB-B5A39DF4E0F1}"};</script><link rel="icon" href="/favicon.ico"/><link href="https://www.mckinsey.com/redesign/resources/css/styles-rc.css" rel="stylesheet"/><link rel="manifest" href="/manifest.json"/><link rel="dns-prefetch" href="//cdn.dynamicyield.com"/><link rel="dns-prefetch" href="//st.dynamicyield.com"/><link rel="dns-prefetch" href="//rcom.dynamicyield.com"/><link rel="dns-prefetch" href="//cdn.cookielaw.org"/><link rel="preconnect" href="//assets.adobedtm.com"/><link rel="preconnect" href="//connect.facebook.net"/><link rel="preconnect" href="//static.hotjar.com"/><link rel="preload" as="font" href="/next-static/fonts/bower/Bower-Bold.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/regular/McKinseySans-Regular.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/medium/McKinseySans-Medium.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/light/McKinseySans-Light.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/italic/McKinseySans-Italic.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/light-italic/McKinseySans-LightItalic.woff2" type="font/woff2" crossorigin=""/><link rel="preload" as="font" href="/next-static/fonts/mckinsey-sans/medium-italic/McKinseySans-MediumItalic.woff2" type="font/woff2" crossorigin=""/><meta name="apple-itunes-app" content="app-id=674902075"/><link rel="apple-touch-icon" sizes="57x57" href="/next-static/images/mck-touch-icon-57x57.png"/><link rel="apple-touch-icon" sizes="72x72" href="/next-static/images/mck-touch-icon-72x72.png"/><link rel="apple-touch-icon" sizes="114x114" href="/next-static/images/mck-touch-icon-114x114.png"/><link rel="apple-touch-icon" sizes="144x144" href="/next-static/images/mck-touch-icon-144x144.png"/><link rel="apple-touch-icon" sizes="152x152" href="/next-static/images/mck-touch-icon-152x152.png"/><link rel="apple-touch-icon" sizes="167x167" href="/next-static/images/mck-touch-icon-167x167.png"/><link rel="apple-touch-icon" sizes="180x180" href="/next-static/images/mck-touch-icon-180x180.png"/><meta content="no-referrer-when-downgrade" name="referrer"/><meta content="McKinsey & Company" property="og:site_name" name="site_name"/><meta content="Digital twins: The key to unlocking end-to-end supply chain growth" property="og:title" name="title"/><meta content="Complexity, COVID, and competition have upended supply chain organizations. Reignite revenue growth and deepen resilience by deploying AI-powered digital twins." property="og:description" name="description"/><meta content="https://www.mckinsey.com/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth" name="url" property="og:url"/><meta content="index,follow,all" name="robots"/><meta content="https://www.mckinsey.com/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/digital-twins-supply-chain-thumb-1536x1536.jpg" property="og:image" name="image"/><meta content="{229436A6-B49F-455F-9F92-F3F8795AD199}" name="sid"/><link href="https://www.mckinsey.com/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth" rel="canonical"/><meta content="Artificial Intelligence" name="practice-name"/><meta content="N38" name="practice-code"/><meta content="summary_large_image" name="twitter:card"/><meta content="@mckinsey" name="twitter:site"/><title>Using digital twins to unlock supply chain growth | McKinsey</title><meta content="Insights & Publications" name="sections"/><meta content="Digital twins: The key to unlocking end-to-end supply chain growth" name="twitter:title"/><meta content="Complexity, COVID, and competition have upended supply chain organizations. Reignite revenue growth and deepen resilience by deploying AI-powered digital twins." name="twitter:description"/><meta content="Article" property="contenttype" name="contenttype"/><meta content="https://www.mckinsey.com/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/digital-twins-supply-chain-thumb-1536x1536.jpg?mw=677&car=42:25" name="twitter:image"/><meta content="Digital twins: The key to unlocking end-to-end supply chain growth" name="twitter:image:alt"/><meta content="public" name="accesslevel"/><meta content="false" name="excludefromclientlink"/><meta content="article" name="articletype"/><meta content="Alberto Oca | Alex Cosmas | Cenk Tunasar | Ketan Shah" name="authors-name"/><meta content="2024-11-20T00:00:00Z" name="itemdate"/><meta content="Artificial Intelligence | Article | November 20, 2024" name="searchresults-tags"/><script type="application/ld+json">{"@context":"https://schema.org","@type":"Article","url":"https://www.mckinsey.com","publisher":{"@type":"Organization","name":"McKinsey & Company","logo":{"@type":"ImageObject","url":"https://www.mckinsey.com/~/media/Thumbnails/Mck_Logo"}},"mainEntityOfPage":{"@type":"WebPage","@id":"https://www.mckinsey.com/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth"},"datePublished":"2024-11-20T00:00:00Z","dateCreated":"2024-11-19T04:30:45Z","dateModified":"2024-11-20T00:00:00Z","heading":"Digital twins: The key to unlocking end-to-end supply chain growth","image":"https://www.mckinsey.com/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/digital-twins-supply-chain-thumb-1536x1536.jpg","description":"Complexity, COVID, and competition have upended supply chain organizations. Reignite revenue growth and deepen resilience by deploying AI-powered digital twins.","author":[{"@type":"Person","name":"Alberto Oca","url":"https://www.mckinsey.com/our-people/alberto-oca"},{"@type":"Person","name":"Alex Cosmas","url":"https://www.mckinsey.com/our-people/alex-cosmas"},{"@type":"Person","name":"Cenk Tunasar","url":"https://www.mckinsey.com/our-people/cenk-tunasar"},{"@type":"Person","name":"Ketan Shah","url":"https://www.mckinsey.com/our-people/ketan-shah"}]}</script><meta name="next-head-count" content="58"/><meta name="next-font-preconnect"/><script src="" id="gtag-manager" data-nscript="beforeInteractive"> (function(w, d, s, l, i) { w[l] = w[l] || []; w[l].push({ 'gtm.start': new Date().getTime(), event: 'gtm.js' }); var f = d.getElementsByTagName(s)[0], j = d.createElement(s), dl = l != 'dataLayer' ? '&l=' + l : ''; j.async = true; j.src = 'https://www.googletagmanager.com/gtm.js?id=' + i + dl; f.parentNode.insertBefore(j, f); })(window, document, 'script', 'dataLayer', 'GTM-NJ7TLQ2W'); </script><script src="" id="onetrust-wrapperchecker" data-nscript="beforeInteractive">function OptanonWrapperChecker() {}</script><link rel="preload" href="/_next/static/css/b4162f37e49d8081.css" as="style"/><link rel="stylesheet" href="/_next/static/css/b4162f37e49d8081.css" data-n-g=""/><link rel="preload" href="/_next/static/css/263b89d6f62640b6.css" as="style"/><link rel="stylesheet" href="/_next/static/css/263b89d6f62640b6.css" data-n-p=""/><link rel="preload" href="/_next/static/css/b9ab7b649e8aa36e.css" as="style"/><link rel="stylesheet" href="/_next/static/css/b9ab7b649e8aa36e.css"/><link rel="preload" href="/_next/static/css/72fc56b1fbe032aa.css" as="style"/><link rel="stylesheet" href="/_next/static/css/72fc56b1fbe032aa.css"/><link rel="preload" href="/_next/static/css/fef859298b7853ea.css" as="style"/><link rel="stylesheet" href="/_next/static/css/fef859298b7853ea.css"/><noscript data-n-css=""></noscript><script defer="" nomodule="" src="/_next/static/chunks/polyfills-5cd94c89d3acac5f.js"></script><script src="https://cdn.cookielaw.org/scripttemplates/otSDKStub.js" data-document-language="true" type="text/javascript" data-domain-script="915b5091-0d7e-44d2-a8c4-cf08267e52fe" defer="" data-nscript="beforeInteractive"></script><script defer="" src="/_next/static/chunks/281.b4ac7d01a30ec2f7.js"></script><script defer="" src="/_next/static/chunks/6731.9bccca8a7edb0704.js"></script><script defer="" src="/_next/static/chunks/8578.dc4586056e5a019b.js"></script><script defer="" src="/_next/static/chunks/2354.05223bcb67691d75.js"></script><script defer="" src="/_next/static/chunks/390.5f3d9ea01929a8fb.js"></script><script defer="" src="/_next/static/chunks/2756.ff37547c1f088692.js"></script><script src="/_next/static/chunks/webpack.a343cb3226d712c3.js" defer=""></script><script src="/_next/static/chunks/framework.62bbe2ca94854a85.js" defer=""></script><script src="/_next/static/chunks/main.51e10588adc949ca.js" defer=""></script><script src="/_next/static/chunks/pages/_app.efd8da288ba65325.js" defer=""></script><script src="/_next/static/chunks/3b1baa31.cd6cdac6158774d8.js" defer=""></script><script src="/_next/static/chunks/7d0bf13e.8f3383787afb45af.js" defer=""></script><script src="/_next/static/chunks/1354.c34ddc4bd7c986c8.js" defer=""></script><script src="/_next/static/chunks/408.f1e6dcef6986b377.js" defer=""></script><script src="/_next/static/chunks/pages/%5B%5B...path%5D%5D.0e7d31a1f4d90875.js" defer=""></script><script src="/_next/static/jIkMSrTx4uqE8V-HInFJO/_buildManifest.js" defer=""></script><script src="/_next/static/jIkMSrTx4uqE8V-HInFJO/_ssgManifest.js" defer=""></script><script src="/_next/static/jIkMSrTx4uqE8V-HInFJO/_middlewareManifest.js" defer=""></script> <script>(window.BOOMR_mq=window.BOOMR_mq||[]).push(["addVar",{"rua.upush":"false","rua.cpush":"false","rua.upre":"false","rua.cpre":"false","rua.uprl":"false","rua.cprl":"false","rua.cprf":"false","rua.trans":"","rua.cook":"false","rua.ims":"false","rua.ufprl":"false","rua.cfprl":"false","rua.isuxp":"false","rua.texp":"norulematch","rua.ceh":"false","rua.ueh":"false","rua.ieh.st":"0"}]);</script> <script>!function(a){var e="https://s.go-mpulse.net/boomerang/",t="addEventListener";if("False"=="True")a.BOOMR_config=a.BOOMR_config||{},a.BOOMR_config.PageParams=a.BOOMR_config.PageParams||{},a.BOOMR_config.PageParams.pci=!0,e="https://s2.go-mpulse.net/boomerang/";if(window.BOOMR_API_key="TURRK-8ADJT-WDUC5-TC32E-KV9ND",function(){function n(e){a.BOOMR_onload=e&&e.timeStamp||(new Date).getTime()}if(!a.BOOMR||!a.BOOMR.version&&!a.BOOMR.snippetExecuted){a.BOOMR=a.BOOMR||{},a.BOOMR.snippetExecuted=!0;var i,_,o,r=document.createElement("iframe");if(a[t])a[t]("load",n,!1);else if(a.attachEvent)a.attachEvent("onload",n);r.src="javascript:void(0)",r.title="",r.role="presentation",(r.frameElement||r).style.cssText="width:0;height:0;border:0;display:none;",o=document.getElementsByTagName("script")[0],o.parentNode.insertBefore(r,o);try{_=r.contentWindow.document}catch(O){i=document.domain,r.src="javascript:var d=document.open();d.domain='"+i+"';void(0);",_=r.contentWindow.document}_.open()._l=function(){var a=this.createElement("script");if(i)this.domain=i;a.id="boomr-if-as",a.src=e+"TURRK-8ADJT-WDUC5-TC32E-KV9ND",BOOMR_lstart=(new Date).getTime(),this.body.appendChild(a)},_.write("<bo"+'dy onload="document._l();">'),_.close()}}(),"".length>0)if(a&&"performance"in a&&a.performance&&"function"==typeof a.performance.setResourceTimingBufferSize)a.performance.setResourceTimingBufferSize();!function(){if(BOOMR=a.BOOMR||{},BOOMR.plugins=BOOMR.plugins||{},!BOOMR.plugins.AK){var e=""=="true"?1:0,t="",n="bdpnbeqx2cuayz5tcgia-f-da77cd9c6-clientnsv4-s.akamaihd.net",i="false"=="true"?2:1,_={"ak.v":"39","ak.cp":"19387","ak.ai":parseInt("285213",10),"ak.ol":"0","ak.cr":5,"ak.ipv":4,"ak.proto":"http/1.1","ak.rid":"898d149c","ak.r":50230,"ak.a2":e,"ak.m":"a","ak.n":"essl","ak.bpcip":"8.222.208.0","ak.cport":36564,"ak.gh":"23.39.162.5","ak.quicv":"","ak.tlsv":"tls1.2","ak.0rtt":"","ak.0rtt.ed":"","ak.csrc":"-","ak.acc":"reno","ak.t":"1739788688","ak.ak":"hOBiQwZUYzCg5VSAfCLimQ==IgL0afmE/AD4kEVKf5vhw9lZDxVWp1lihbnVVhIzY4rWIyIYEpma20fIQnwg3W2BC5qCIrzcHTMAnWKtx41dXzWN7k+74+/dX5Ljs8gZTCeMIwRkUhjtF2pTMfK1nSLFZKN0mmmib3MbwjWq49x7r5G0+XLL90Vq14m7IdqWD3YHwry+s4GCUbZCjWMMi/bjsxr2ZbKkSy+Uu+GFZGcd6ShK1hB1LqIZKeP+pChHAY1mdbRS18ubqTK9iKBMoymVU4qIVJzPSszqqp4vO0SLS8pPgyvJ2T2k2HE1g38wskwiSouozkLCOm/MrcezzKuB7iSNMLY21OHqxjtIVe6/GZQ68d8kVs54I6+3d4FkqHw9lGije1k6jakuzaT6sR5M0rX3dREgZD8fwmqZ8m6a6e2iuLaDMIpdz999fgPMY84=","ak.pv":"597","ak.dpoabenc":"","ak.tf":i};if(""!==t)_["ak.ruds"]=t;var o={i:!1,av:function(e){var t="http.initiator";if(e&&(!e[t]||"spa_hard"===e[t]))_["ak.feo"]=void 0!==a.aFeoApplied?1:0,BOOMR.addVar(_)},rv:function(){var a=["ak.bpcip","ak.cport","ak.cr","ak.csrc","ak.gh","ak.ipv","ak.m","ak.n","ak.ol","ak.proto","ak.quicv","ak.tlsv","ak.0rtt","ak.0rtt.ed","ak.r","ak.acc","ak.t","ak.tf"];BOOMR.removeVar(a)}};BOOMR.plugins.AK={akVars:_,akDNSPreFetchDomain:n,init:function(){if(!o.i){var a=BOOMR.subscribe;a("before_beacon",o.av,null,null),a("onbeacon",o.rv,null,null),o.i=!0}return this},is_complete:function(){return!0}}}}()}(window);</script></head><body><noscript><iframe title="Google Tag Manager" src="https://www.googletagmanager.com/ns.html?id=GTM-NJ7TLQ2W" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript><div id="__next" data-reactroot=""><div class="Layout_mck-c-skipbar__K684J"><a data-component="mdc-c-link" href="#skipToMain" class="mdc-c-button___U4iY2_8032924 mdc-c-button--primary___Ed-lT_8032924 mdc-c-button--size-medium"><span class="mdc-c-link__label___Pfqtd_8032924">Skip to main content</span></a></div><main class="mck-o-container--outer" data-layer-region="body" role="main" id="skipToMain"><style> .global-header-wrapper [class*='primary-nav'], .global-header-wrapper [class*='mck-c-eyebrow'], .global-header-wrapper .section-name-desktop, .global-header-wrapper .section-name { display: none !important; } .global-header.is-transparent.-theme-light:before, .global-header.is-transparent.-theme-dark:after { opacity: 0; }</style><div class="full-bleed-hero-with-non-immersive-dek" data-transparent-header="true"><div data-component="mdc-c-module-wrapper" data-module-theme="dark" data-module-background="deep-blue" data-module-category="AnchoredHero" class="FullHero_mck-c-full-hero__jgmkB"><div class="FullHero_mck-c-full-hero__wrapper-media__wxfB9"><div class="FullHero_mck-c-full-hero__overlay__eIX_8"></div><style></style><div data-component="mdc-c-background-image" class="mdc-c-bg-image___GJdv1_8032924 background-image-full-hero mck-c-full-hero__image"></div><div class="FullHero_mck-c-full-hero__gradient__427rL"></div></div><div class="FullHero_mck-c-full-hero__first-fold__7fXFg"><div class="FullHero_mck-c-full-hero__first-fold-content__F5jdd"><div class="mdc-o-container__wrapper mdc-u-spaced-mobile mdc-u-grid mdc-u-grid-gutter-xxl FullHero_mck-c-full-hero__title-container__YfybZ"><div class="mdc-u-grid mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11 mdc-u-spaced-mobile mdc-u-align-center mdc-u-grid"><div><h1 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-2 FullHero_mck-c-full-hero__heading__RgATx"><div>Digital twins: The key to unlocking end-to-end supply chain growth</div></h1></div><div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8 FullHero_mck-c-full-hero__date__jb4gN"><div><time datetime="2024-11-20T00:00:00Z">November 20, 2024</time> | Article</div></div></div><div><button data-component="mdc-c-button" aria-label="" type="button" id="button_id" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium FullHero_mck-c-full-hero__arrow__jtXdj" data-click-track="true" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="article" data-layer-text="skip article header section" data-layer-region="full hero"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-xl___3BEee_8032924 mck-arrow-down-icon"></span></button></div></div></div></div></div></div></div></div><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-gutter-xxl"><section data-layer-region="article-body-header" class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400 byline-share-container"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-7 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-8 mdc-u-ts-10"></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-5"><div class="mck-u-links-inline">Complexity, COVID-19, and competition have upended supply chain organizations. They can reignite revenue growth and deepen resilience by deploying AI-powered digital twins.</div></div></div></section><main data-layer-region="article-body" class="mdc-u-grid mdc-u-grid-gutter-xxl"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div class="mdc-o-content-body mck-u-dropcap"> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="DownloadsSidebar_mck-c-downloads-sidebar__iFmyt mck-o-xs-right-span"><div data-layer-region="downloads-right-rail"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-c-heading--border___K8dj3_8032924"></h3><div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924"><a data-component="mdc-c-link" href="#/download/%2F~%2Fmedia%2Fmckinsey%2Fbusiness%20functions%2Fmckinsey%20digital%2Four%20insights%2Fdigital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth%2Fdigital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth_final.pdf%3FshouldIndex%3Dfalse" class="DownloadsSidebar_mck-c-downloads-sidebar__download-link__fPqFQ mdc-c-link___lBbY1_8032924" target="_self" data-layer-event-prefix="Download Link" data-layer-action="click" data-layer-report-type="" data-layer-file-name="digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth_final" data-layer-report-name="digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth_final>"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-md___yi5fA_8032924 mck-download-icon"></span><span class="mdc-c-link__label___Pfqtd_8032924"> (7 pages)</span></a></div></div></div></div> <p><strong>The post-COVID-19 era has created</strong> lasting fissures in the supply chain. Amid increasing globalization, rising customer expectations, and double-digit shipping growth,<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_bottom__9aoSL FootNote_inactive__VZfCp" aria-describedby="bb46979d-bf35-45d8-b2a5-6950979c9bf6"><sup class="FootNote_footnotesup__e73z_">1</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="bb46979d-bf35-45d8-b2a5-6950979c9bf6" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">“Air Cargo Market Analysis,” International Air Transport Association, March 2024.</span></span></span></a></span> supply chain organizations—not just manufacturers and suppliers but also the warehouses and transporters they rely on—are under duress. They grapple with issues related to operational efficiency, demand forecasting, inventory management, and fulfillment. This complexity affects every part of the supply chain in every industry: retail, technology, automotive, industrial, food services, telecommunications, and more. The result is stalled growth and missed revenue opportunities.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" data-module-gradient-position="bottom-right" class="mck-c-inline-module-container SideBar_mck-c-sidebar__bgimg-wrapper__Qj4Dt mck-o-sm-left-span SideBar_mck-c-sidebar__sidebar-wrapper__Dpjw2 SideBar_mck-c-sidebar__sidebar-wrapper--istablet__IQ6ii mck-u-screen-only mck-c-module-wrapper" data-layer-region="sidebar"><div class="SideBar_mck-c-sidebar__epoAm mck-o-md-center"><div class="SideBar_mck-c-sidebar__share-icons-wrapper__9gB_c"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--display-column___X0HDD_8032924 SideBar_mck-c-sidebar__share-icons___eQy6"><button data-component="mdc-c-button" aria-label="Expandable Sidebar" type="button" id="button_id" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium SideBar_mck-c-sidebar__toggle-btn__EL8iE" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="sidebar" data-layer-subcategory="open" data-layer-text="open sidebar"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--radial___y3csX_8032924 mdc-c-icon--size-xxl___cL3ZT_8032924 mck-plus-no-circle-icon"></span></button></div></div><div class="SideBar_mck-c-sidebar__content-outer__UdWCq"><div class="SideBar_mck-c-sidebar__eyebrow__5GSEq"></div><div class="SideBar_mck-c-sidebar__content__raEwe"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-3 SideBar_mck-c-sidebar__content-heading__NJekY"><div>About the authors</div></h2><div class="SideBar_mck-c-sidebar__content-description__4p9iI mdc-u-ts-7"><div class="mdc-o-content-body">This article is a collaborative effort by <a href="/our-people/alberto-oca">Alberto Oca</a>, <a href="/our-people/alex-cosmas">Alex Cosmas</a>, <a href="/our-people/cenk-tunasar">Cenk Tunasar</a>, and <a href="/our-people/ketan-shah">Ketan Shah</a>, with Lauren O’Neil, representing views from QuantumBlack, AI by McKinsey and McKinsey’s Operations Practice.</div></div></div></div></div></div> <p>Several competing forces are exerting pressure on the supply chain: consumer demand for low-priced products delivered via fast-and-free shipping; rising wages for manufacturing, warehouse, and delivery employees; and murky visibility into future macroeconomic disruptions. McKinsey research shows that more than 90 percent of US consumers now expect two- to three-day delivery for purchases and one-third expect same-day delivery.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_bottom__9aoSL FootNote_inactive__VZfCp" aria-describedby="202e848c-4480-4319-af23-5bfdb543fbc9"><sup class="FootNote_footnotesup__e73z_">2</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="202e848c-4480-4319-af23-5bfdb543fbc9" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline"><em><a href="/industries/retail/our-insights/retail-speaks-seven-imperatives-for-the-industry">Retail speaks: Seven imperatives for the industry</a>,</em> McKinsey and the Retail Industry Leaders Association, March 10, 2021.</span></span></span></a></span> And ever since the pandemic disrupted in-person sales, B2B companies expect their suppliers to offer omnichannel sales via online marketplaces, mobile, videoconferencing, and chat.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_bottom__9aoSL FootNote_inactive__VZfCp" aria-describedby="bbddae83-ebf7-40e2-acd0-4c04591a7b80"><sup class="FootNote_footnotesup__e73z_">3</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="bbddae83-ebf7-40e2-acd0-4c04591a7b80" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">“<a href="/capabilities/growth-marketing-and-sales/our-insights/b2b-sales-omnichannel-everywhere-every-time">B2B sales: Omnichannel everywhere, every time</a>,” McKinsey, December 15, 2021.</span></span></span></a></span></p> <p>Fulfilling these expectations is more challenging than ever. High labor prices—including a more than 30 percent increase in warehousing wages between July 2020 and July 2024<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_bottom__9aoSL FootNote_inactive__VZfCp" aria-describedby="8a90ad11-423e-4614-9425-01964b95861c"><sup class="FootNote_footnotesup__e73z_">4</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="8a90ad11-423e-4614-9425-01964b95861c" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">“Employment statistics,” US Bureau of Labor Statistics, July 2024.</span></span></span></a></span>—make it difficult to maintain low prices while meeting margins. <a href="/capabilities/people-and-organizational-performance/our-insights/tradespeople-wanted-the-need-for-critical-trade-skills-in-the-us">Manufacturing labor shortages</a> undermine the ability to create steady inventory flows, while unexpected economic shocks such as recent inflation complicate demand forecasting. And even when the supply side is functioning well, fulfillment remains a challenge; warehouse storage rates remain constrained, causing products to reach recipients late.</p> <h2>Digital twins could heal the supply chain</h2>  <p>Under these circumstances, organizations that do not recalibrate their supply chain operations risk falling behind. <a href="/featured-insights/mckinsey-explainers/what-is-digital-twin-technology">Digital twins</a> can help with that recalibration. Leading companies are already turning to them to ensure their supply chains are flexible, agile, and responsive enough to overcome unexpected disruptions.</p> <p>Digital twins are virtual replicas of an object, system, or process used to simulate potential situations and outcomes. Digital twins use real data (sometimes in masked or synthetic forms) to deliver analytical insights and visualizations. Many organizations use digital twins to optimize operations, plan scenarios, and aid <a href="/featured-insights/mckinsey-explainers/what-is-decision-making">decision making</a>. Market analysis indicates the global market for digital twins will grow about 30 to 40 percent annually in the next few years, reaching $125 billion to $150 billion by 2032.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_bottom__9aoSL FootNote_inactive__VZfCp" aria-describedby="659fbfb6-f1bf-4d8d-99ac-296349a979a5"><sup class="FootNote_footnotesup__e73z_">5</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="659fbfb6-f1bf-4d8d-99ac-296349a979a5" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">Average growth calculated from digital twin market reports from Roots Analysis (41 percent CAGR for 2024–32 to reach $150 billion in 2032), December 2023; and GMI Insights (33 percent CAGR for 2024–32 to reach $125 billion in 2032), March 2024.</span></span></span></a></span></p> <p>Digital twins can be used to model the interaction between physical and digital processes all along the supply chain—from product ideation and manufacturing to warehousing and distribution, from in-store or online purchases to shipping and returns. Thus, digital twins paint a clear picture of an optimal end-to-end supply chain process. What’s more, paired with today’s advances in predictive AI, digital twins can become both predictive and prescriptive. They can predict future scenarios to suggest areas for improvement or growth, ultimately leading to a self-monitoring and self-healing supply chain. In other words, digital twins empower the switch from heuristic-based supply chain management to dynamic and granular optimization, providing a 360-degree view of value and performance leakage.</p> <p>To understand how a self-healing supply chain might work in practice, let’s look at one example: using digital twins, a retailer sets dynamic SKU-level safety stock targets for each fulfillment center that dynamically evolve with localized and seasonal demand patterns. Moreover, this granular optimization is applied not just to inventory management but also to every part of the end-to-end supply chain—from procurement and product design to manufacturing and demand forecasting. For example, the retailer’s granular production planning could be done in coordination with downstream transportation decisions and inventory positioning. Dynamic planning might identify, for instance, a high-volume commodity item with cross-sell potential, where higher manufacturing costs for the item are offset by lower end-to-end logistics costs through bundled shipping and higher customer conversion. This type of complex predictive modeling is what digital twins do best. Typical results in such a scenario are up to a 20 percent improvement in fulfilling consumer promise (achieving the delivery date communicated to the consumer), a 10 percent reduction in labor costs, and a 5 percent revenue uplift. </p> <h2>Digital twins optimize today’s SCM software</h2> <p>Today’s supply chain management (SCM) software—which includes a range of products, such as advanced planning and scheduling (APS) tools, warehouse management systems (WMS), and transportation management systems (TMS)—has automated large parts of the supply chain in the past decade, dramatically streamlining how suppliers, buyers, and shippers intersect.</p> <p>Digital twins can integrate with existing SCM tools, functioning as an innovation layer that sits on top of the tech stack. In this manner, digital twins can optimize data inputs into SCM tools, generating predictive analytics to address and respond to multiple potential scenarios. For example, a global OEM created a digital twin to optimize the policies it fed into its TMS platform for outbound logistics. As a result, the OEM reduced costs for freight and damages by 8 percent.</p> <p>Digital twins help augment SCM tools in several ways:</p> <ul> <li><em>End-to-end connections:</em> Digital twins can connect SCM tools throughout the supply chain to provide an integrated view of performance and up- and downstream decision impacts. This eliminates a siloed approach in which each tool only optimizes its local variables, with little coordination among them. For example, one retailer used digital twins to connect their planning, inventory deployment, and transportation management tools.</li> <li><em>Resiliency in dynamic markets:</em> As volatility continues to increase post-COVID-19, supply chain operators must continually update their policies due to both fluctuating demand and intermittent supply shocks, such as port disruptions or availability of materials. When combined with digital twins, SCM tools provide real-time visibility into granular performance, paired with predictive and prescriptive analytics to dynamically identify risks and recommend policy changes for rapid resolution. For example, one OEM used automated sense-and-respond digital-twin capabilities to identify shifts in carrier performance and surcharges, effectively reducing last-mile transportation costs by 5 percent.</li> <li><em>Multiple objectives:</em> Digital twins can optimize across competing priorities and complex constraints for rapid response to market changes. For example, one automotive OEM used digital twins to dynamically shape demand based on shifting supply availability and operational complexity, collectively solving across both sales and operational objectives.</li> <li><em>Variability:</em> Digital twins combined with SCM tools can test for a distribution of potential scenarios by analyzing metrics, such as lead time, demand, and supplier reliability, while also considering what-if outcomes. For instance, a consumer-packaged-goods company measured variable demand and labor in its warehouse and identified the opportunity to reduce total distribution center costs by 15 percent. This exemplifies network resiliency.</li> </ul> <h2>A deep dive into digital twins</h2> <p>Seeing digital twins in action is the best way to understand how they can deliver value at key points in the supply chain. Explore the below potential use cases to see how digital twins can solve real pain points throughout the supply chain to improve efficiency and resiliency.</p> <h4 style="text-align:center">Forecasting and demand planning</h4> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-o-md-center Image_mck-c-image__fhx5v"><picture data-component="mdc-c-picture" class="Image_mck-c-image__img-container__JusDB"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/dt-supplychain-spot1-demand-planning.jpg?cq=50&mw=1180&cpy=Center"/><img alt="Isometric illustration of two people analyzing various charts and graphs, symbolizing data analysis and strategic demand planning." src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/dt-supplychain-spot1-demand-planning.jpg?cq=50&mw=767&cpy=Center" loading="lazy"/></picture><div class="mck-u-sr-only">Isometric illustration of two people analyzing various charts and graphs, symbolizing data analysis and strategic demand planning.</div></div> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="StandalonePromo" class="Accordion_mck-c-accordion__D1U2s mck-c-module-wrapper mck-o-container--inline-module mck-c-inline-module-container mck-o-md-center" data-module-name="accordion" data-layer-region="accordion"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8"><div data-component="mdc-c-accordion" class="mdc-c-accordion"><div class="mdc-c-accordion__items___yF0jA_8032924"><div class="mdc-c-accordion__item___TaDQ0_8032924 Accordion_mck-c-accordion__item__vmGJ9"><h4 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><button data-component="mdc-c-button" aria-label="" type="button" id="accordion-panel-0" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium mdc-c-accordion__title-wrapper___ujaRh_8032924" aria-controls="accordion-panel-0" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-location="accordion" data-layer-text="expand"><div class="mdc-c-accordion__title___S2Csf_8032924 mdc-u-font-face-secondary"><div>Predicting demand</div></div><span class="mdc-c-accordion__icon___MnUrM_8032924"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-lg___5rPck_8032924 mck-arrow-down-thin-icon"></span></span></button></h4></div></div></div></div></div></div> <h4 style="text-align:center">Sourcing and production planning</h4> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-o-md-center Image_mck-c-image__fhx5v"><picture data-component="mdc-c-picture" class="Image_mck-c-image__img-container__JusDB"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/dt-supplychain-spot2-production-planning.jpg?cq=50&mw=1180&cpy=Center"/><img alt="Isometric illustration showcasing a streamlined sourcing, manufacturing, and logistics process involving the use of digital twins." src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/dt-supplychain-spot2-production-planning.jpg?cq=50&mw=767&cpy=Center" loading="lazy"/></picture><div class="mck-u-sr-only">Isometric illustration showcasing a streamlined sourcing, manufacturing, and logistics process involving the use of digital twins.</div></div> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="StandalonePromo" data-module-gradient-position="top-right" class="Accordion_mck-c-accordion__D1U2s mck-c-module-wrapper mck-o-container--inline-module mck-c-inline-module-container mck-o-md-center" data-module-name="accordion" data-layer-region="accordion"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8"><div data-component="mdc-c-accordion" class="mdc-c-accordion"><div class="mdc-c-accordion__items___yF0jA_8032924"><div class="mdc-c-accordion__item___TaDQ0_8032924 Accordion_mck-c-accordion__item__vmGJ9"><h4 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><button data-component="mdc-c-button" aria-label="" type="button" id="accordion-panel-0" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium mdc-c-accordion__title-wrapper___ujaRh_8032924" aria-controls="accordion-panel-0" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-location="accordion" data-layer-text="expand"><div class="mdc-c-accordion__title___S2Csf_8032924 mdc-u-font-face-secondary"><div><p>Optimizing supply</p></div></div><span class="mdc-c-accordion__icon___MnUrM_8032924"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-lg___5rPck_8032924 mck-arrow-down-thin-icon"></span></span></button></h4></div></div></div></div></div></div> <h4 style="text-align:center">Distribution center network</h4> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-o-md-center Image_mck-c-image__fhx5v"><picture data-component="mdc-c-picture" class="Image_mck-c-image__img-container__JusDB"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/dt-supplychain-spot3-distribution-network.jpg?cq=50&mw=1180&cpy=Center"/><img alt="Isometric illustration of a network of distribution centers connected by lines. Data streams between the centers represent the flow of goods, inventory levels, and efficiency." src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/dt-supplychain-spot3-distribution-network.jpg?cq=50&mw=767&cpy=Center" loading="lazy"/></picture><div class="mck-u-sr-only">Isometric illustration of a network of distribution centers connected by lines. Data streams between the centers represent the flow of goods, inventory levels, and efficiency.</div></div> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="StandalonePromo" class="Accordion_mck-c-accordion__D1U2s mck-c-module-wrapper mck-o-container--inline-module mck-c-inline-module-container mck-o-md-center" data-module-name="accordion" data-layer-region="accordion"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8"><div data-component="mdc-c-accordion" class="mdc-c-accordion"><div class="mdc-c-accordion__items___yF0jA_8032924"><div class="mdc-c-accordion__item___TaDQ0_8032924 Accordion_mck-c-accordion__item__vmGJ9"><h4 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><button data-component="mdc-c-button" aria-label="" type="button" id="accordion-panel-0" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium mdc-c-accordion__title-wrapper___ujaRh_8032924" aria-controls="accordion-panel-0" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-location="accordion" data-layer-text="expand"><div class="mdc-c-accordion__title___S2Csf_8032924 mdc-u-font-face-secondary"><div><p><span style="line-height: 107%;">Network design</span></p></div></div><span class="mdc-c-accordion__icon___MnUrM_8032924"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-lg___5rPck_8032924 mck-arrow-down-thin-icon"></span></span></button></h4></div><div class="mdc-c-accordion__item___TaDQ0_8032924 Accordion_mck-c-accordion__item__vmGJ9"><h4 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><button data-component="mdc-c-button" aria-label="" type="button" id="accordion-panel-1" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium mdc-c-accordion__title-wrapper___ujaRh_8032924" aria-controls="accordion-panel-1" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-location="accordion" data-layer-text="expand"><div class="mdc-c-accordion__title___S2Csf_8032924 mdc-u-font-face-secondary"><div>Inventory management and positioning</div></div><span class="mdc-c-accordion__icon___MnUrM_8032924"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-lg___5rPck_8032924 mck-arrow-down-thin-icon"></span></span></button></h4></div><div class="mdc-c-accordion__item___TaDQ0_8032924 Accordion_mck-c-accordion__item__vmGJ9"><h4 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><button data-component="mdc-c-button" aria-label="" type="button" id="accordion-panel-2" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium mdc-c-accordion__title-wrapper___ujaRh_8032924" aria-controls="accordion-panel-2" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-location="accordion" data-layer-text="expand"><div class="mdc-c-accordion__title___S2Csf_8032924 mdc-u-font-face-secondary"><div>Warehouse optimization</div></div><span class="mdc-c-accordion__icon___MnUrM_8032924"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-lg___5rPck_8032924 mck-arrow-down-thin-icon"></span></span></button></h4></div></div></div></div></div></div> <h4 style="text-align:center">End customers</h4> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-o-md-center Image_mck-c-image__fhx5v"><picture data-component="mdc-c-picture" class="Image_mck-c-image__img-container__JusDB"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/dt-supplychain-spot4-customer.jpg?cq=50&mw=1180&cpy=Center"/><img alt="Illustration showing the flow of packages and data between a warehouse and customers, highlighting the logistics of online shopping." src="/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/digital%20twins%20the%20key%20to%20unlocking%20end%20to%20end%20supply%20chain%20growth/dt-supplychain-spot4-customer.jpg?cq=50&mw=767&cpy=Center" loading="lazy"/></picture><div class="mck-u-sr-only">Illustration showing the flow of packages and data between a warehouse and customers, highlighting the logistics of online shopping.</div></div> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="StandalonePromo" class="Accordion_mck-c-accordion__D1U2s mck-c-module-wrapper mck-o-container--inline-module mck-c-inline-module-container mck-o-md-center" data-module-name="accordion" data-layer-region="accordion"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8"><div data-component="mdc-c-accordion" class="mdc-c-accordion"><div class="mdc-c-accordion__items___yF0jA_8032924"><div class="mdc-c-accordion__item___TaDQ0_8032924 Accordion_mck-c-accordion__item__vmGJ9"><h4 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><button data-component="mdc-c-button" aria-label="" type="button" id="accordion-panel-0" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium mdc-c-accordion__title-wrapper___ujaRh_8032924" aria-controls="accordion-panel-0" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-location="accordion" data-layer-text="expand"><div class="mdc-c-accordion__title___S2Csf_8032924 mdc-u-font-face-secondary"><div><p><span style="line-height: 107%;">Fulfillment</span></p></div></div><span class="mdc-c-accordion__icon___MnUrM_8032924"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-lg___5rPck_8032924 mck-arrow-down-thin-icon"></span></span></button></h4></div><div class="mdc-c-accordion__item___TaDQ0_8032924 Accordion_mck-c-accordion__item__vmGJ9"><h4 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><button data-component="mdc-c-button" aria-label="" type="button" id="accordion-panel-1" class="mdc-c-button___U4iY2_8032924 mdc-c-button--ghost mdc-c-button--size-medium mdc-c-accordion__title-wrapper___ujaRh_8032924" aria-controls="accordion-panel-1" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-location="accordion" data-layer-text="expand"><div class="mdc-c-accordion__title___S2Csf_8032924 mdc-u-font-face-secondary"><div>Reverse logistics</div></div><span class="mdc-c-accordion__icon___MnUrM_8032924"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mdc-c-icon--size-lg___5rPck_8032924 mck-arrow-down-thin-icon"></span></span></button></h4></div></div></div></div></div></div> <h2>Understanding the benefits of digital twins</h2> <p>Supply chain organizations are leveraging digital twins to optimize both their long-term strategies and everyday operations. The most common ways we have seen supply chain companies deploy digital twins are for inventory positioning and forecasting, to manage the flow of goods within the four walls of warehouses and factories, and to aid in production planning. But these are just a few of the ways digital twins are being implemented throughout the supply chain. No matter how digital twins are used, the benefits are clear:</p> <ul> <li><em>Strategic:</em> Digital twins can derisk long-term planning and broader digital transformations by simulating potential outcomes. This kind of what-if predictive modeling gives companies confidence in the end-to-end impact of their strategic plans. For example, a retailer used a granular digital twin of its distribution network to test the bottom-up implications of a new design for its distribution center. The company had previously used top-down analysis to determine the size and location of a potential new cross-dock. But when teams used a digital twin to model all the potential constraints of that cross-dock placement, they found they could resize and relocate it on 50 percent less real estate without compromising functionality.</li> <li><em>Operational:</em> Beyond informing one-time strategy decisions, digital twins can function as “one model to rule them all,” optimizing daily decisioning across different operations. In other words, rather than a system of disjointed predictive models, a digital twin can combine many models for integrated forecasting and decision making—dynamically comparing competing trade-offs across the supply chain to suggest granular operational changes. For example, the same retailer used its digital twin to not only optimize its cross-dock footprint in its distribution center but also to optimize its daily inventory positioning decisions—forecasting weekly days-of-supply policies to balance cost, service levels, and sustainability. The result was a 10 percent improvement in regional distribution center utilization and 5 percent reduction in fulfillment costs.</li> </ul> <h2>Getting started with digital twins</h2> <p>While supply chain organizations recognize the value digital twins can provide, few have implemented them at scale. Unlike many SCM solutions that are plug and play, digital twins may require a customized build to implement. Because digital twins routinely ingest large quantities of proprietary, masked, or synthetic data, they are almost always custom-built, which takes considerable time and investment. Supply chain organizations must have in-house data science and development teams capable of building digital twins that use advanced AI algorithms, or partner with outside vendors expert in these areas.</p> <p>Organizations that aspire to embark on the digital-twin journey should focus on five key tenets for success:</p> <ul> <li><em>North Star road map:</em> Determine the vision for a future supply chain operation built on data and technology. Identify end-to-end use cases that support the North Star vision and then build a road map of use cases by prioritizing for impact—profit and loss or delivery—and feasibility. Typically, companies first prioritize use cases with quick speed-to-impact to prove value early in the journey.</li> <li><em>Data visibility:</em> For each use case in the end-to-end road map, identify the data inputs and outputs needed. Build a complementary road map for the organization’s data products that supports the use case road map, prioritizing data elements that will be shared across multiple high-impact implementations. Develop these data products iteratively with agile development. To get started, digital twins require a semiregular pipeline of digitized and standardized data, but it’s possible to fill data gaps with more static sources such as, for example, average throughput in a warehouse versus daily staffing levels.</li> <li><em>Technology architecture:</em> Digital-twin architecture is largely composed of existing data sources and technology, stitched together via APIs and middleware. Typically, a marginal increase in compute capacity is required to support a twin, so ensure that tech teams have the flexibility to scale current compute resources as needed.</li> <li><em>Talent:</em> Assess the skill levels of team members needed to deliver digital twins, including product managers, data engineers, data scientists, user interface/user experience designers, and full-stack developers. Digital twins are most effectively delivered with agile methodologies for rapid development cycles, so product managers may require agile upskilling and training.</li> <li><em>Optimization and simulation:</em> Identify the company’s first digital twin use case and deploy it. Build on the data products to create optimization and simulation modules that capture use case impact. Then, iteratively expand use cases and combine modules for integrated simulations and end-to-end optimization. Note that teams can start developing simulation and optimization modules before the data product is complete to capture early impact and then integrate these modules later.</li> </ul> <hr/> <p>End-to-end supply chain optimization requires more than just implementing technology; it also requires a mindset shift at the leadership level and throughout the organization. Internally, companies that use digital twins must endeavor to eliminate internal silos and replace piecemeal institutional knowledge with data-driven decisioning. Externally, companies should carefully analyze their roles in the interconnected global supply chain. In an increasingly complex and interconnected world, organizations across the supply chain can use digital twins to predict potential disruptions and what-if scenarios that could affect their businesses. No one can predict the next pandemic, war, or economic shock with certainty, but digital twins can help companies react and adapt to these eventualities.</p></div><div class="container-placeholder"></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl"><section role="contentinfo" data-layer-region="article-about-authors" class="mdc-u-grid mdc-u-grid-col-md-12 AboutAuthor_mck-c-about-author__nRJzu"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-c-heading--border___K8dj3_8032924 mdc-u-align-center"></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8 mck-u-links-inline mck-u-links-inline--secondary mdc-u-mt-5"><div><p><strong><a href="/our-people/alberto-oca">Alberto Oca</a></strong> is a partner in McKinsey’s Atlanta office, where <strong>Lauren O’Neil</strong> is an associate partner; <a href="/our-people/alex-cosmas"><strong>Alex Cosmas</strong></a> is a partner in the New York office; <strong><a href="/our-people/cenk-tunasar">Cenk Tunasar</a></strong> is a partner in the Boston office; and <strong><a href="/our-people/ketan-shah">Ketan Shah</a></strong> is a partner in the Chicago office. </p> <hr /> <p>This article was edited by Kristi Essick, an executive editor in the Bay Area office. </p></div></div></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-screen-only"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-5 mdc-u-grid-col-lg-end-9"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-c-heading--border___K8dj3_8032924 mdc-u-align-center">Explore a career with us</h5><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-center___ar3mu_8032924"><a data-component="mdc-c-link" href="/careers/search-jobs" class="mdc-c-button___U4iY2_8032924 mdc-c-button--secondary___Boipq_8032924 mdc-c-button--size-large___jwpUy_8032924" aria-label="Search Openings" data-layer-event-prefix="CTA Link" data-layer-action="click" data-layer-category="careers" data-layer-subcategory="search" data-layer-text="Search Openings"><span class="mdc-c-link__label___Pfqtd_8032924">Search Openings</span></a></div></div></section></div></main></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="StandalonePromo" class="RelatedArticle_mck-c-article-related__GGA76 mck-u-screen-only" data-layer-region="related-articles"><div class="mdc-o-container__wrapper is-wrapped mdc-u-spaced-mobile"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-u-align-center">Related Articles</h5><div class="mdc-u-grid mdc-u-grid-col-md-3 RelatedArticle_items-container__s2uD0"><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/featured-insights/mckinsey-explainers/what-is-digital-twin-technology" class="mdc-c-link___lBbY1_8032924"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-what-0 { aspect-ratio: 16/9 }</style><img alt="Isometric style image of an airplane next to a digitized mirror of itself. A microchip with circuitry sits below them." class="picture-uniqueKey-what-0" src="/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20digital%20twin%20technology/what%20is%20digital%20twin%20technology__1385137928_thumb-1536x1536.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 Card_content-block__pF6Z1"><span>Article</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-6"><a data-component="mdc-c-link" href="/featured-insights/mckinsey-explainers/what-is-digital-twin-technology" class="mdc-c-link-heading___Zggl8_8032924 mdc-c-link___lBbY1_8032924"><div>What is digital-twin technology?</div></a></h6></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/capabilities/operations/our-insights/digital-twins-the-next-frontier-of-factory-optimization" class="mdc-c-link___lBbY1_8032924"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-digit-0 { aspect-ratio: 16/9 }</style><img alt="Male worker scanning a delivery package and working on computer at automated warehouse. - stock photo" class="picture-uniqueKey-digit-0" src="/~/media/mckinsey/business%20functions/operations/our%20insights/digital%20twins%20the%20next%20frontier%20of%20factory%20optimization/thumb-gettyimages-1581300023.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 Card_content-block__pF6Z1"><span>Article</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-6"><a data-component="mdc-c-link" href="/capabilities/operations/our-insights/digital-twins-the-next-frontier-of-factory-optimization" class="mdc-c-link-heading___Zggl8_8032924 mdc-c-link___lBbY1_8032924"><div>Digital twins: The next frontier of factory optimization</div></a></h6></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/capabilities/operations/our-insights/digital-twins-the-art-of-the-possible-in-product-development-and-beyond" class="mdc-c-link___lBbY1_8032924"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-digit-0 { aspect-ratio: 16/9 }</style><img alt="" "" class="picture-uniqueKey-digit-0" src="/~/media/mckinsey/business%20functions/operations/our%20insights/digital%20twins%20the%20art%20of%20the%20possible%20in%20product%20development%20and%20beyond/digital%20twins_156351999_thumb_1536x1536.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 Card_content-block__pF6Z1"><span>Article</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-6"><a data-component="mdc-c-link" href="/capabilities/operations/our-insights/digital-twins-the-art-of-the-possible-in-product-development-and-beyond" class="mdc-c-link-heading___Zggl8_8032924 mdc-c-link___lBbY1_8032924"><div>Digital twins: The art of the possible in product development and beyond</div></a></h6></div></div></div></div></div></div></div></main></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"locale":"en","dictionary":{},"sitecoreContext":{"route":{"name":"Digital twins The key to unlocking end to end supply chain growth","displayName":"Digital twins The key to unlocking end to end supply chain growth","fields":null,"databaseName":"web","deviceId":"fe5d7fdf-89c0-4d99-9aa3-b5fbd009c9f3","itemId":"229436a6-b49f-455f-9f92-f3f8795ad199","itemLanguage":"en","itemVersion":1,"layoutId":"ae753eb4-a035-40b4-83bf-4b4438df6742","templateId":"683910db-02ba-40ba-92e7-726c880160a9","templateName":"ArticleJSS","placeholders":{"jss-main":[{"uid":"232bb7e9-289f-492d-a916-2b6185e44a84","componentName":"ArticleTemplate","dataSource":"","fields":{"data":{"articleTemplate":{"title":{"jsonValue":{"value":"Digital twins: The key to unlocking end-to-end supply chain growth"}},"sEOTitle":{"value":"Using digital twins to unlock supply chain growth"},"description":{"jsonValue":{"value":"Complexity, COVID-19, and competition have upended supply chain organizations. They can reignite revenue growth and deepen resilience by deploying AI-powered digital twins."}},"sEODescription":{"value":"Complexity, COVID, and competition have upended supply chain organizations. Reignite revenue growth and deepen resilience by deploying AI-powered digital twins."},"displayDate":{"jsonValue":{"value":"2024-11-20T00:00:00Z"}},"body":{"value":"[[Audio 1]]\n[[DownloadsSidebar]]\n\u003cp\u003e\u003cstrong\u003eThe post-COVID-19 era has created\u003c/strong\u003e lasting fissures in the supply chain. Amid increasing globalization, rising customer expectations, and double-digit shipping growth,[[Footnote 1]] supply chain organizations\u0026mdash;not just manufacturers and suppliers but also the warehouses and transporters they rely on\u0026mdash;are under duress. They grapple with issues related to operational efficiency, demand forecasting, inventory management, and fulfillment. This complexity affects every part of the supply chain in every industry: retail, technology, automotive, industrial, food services, telecommunications, and more. The result is stalled growth and missed revenue opportunities.\u003c/p\u003e\n[[Sidebar Author]]\n\u003cp\u003eSeveral competing forces are exerting pressure on the supply chain: consumer demand for low-priced products delivered via fast-and-free shipping; rising wages for manufacturing, warehouse, and delivery employees; and murky visibility into future macroeconomic disruptions. McKinsey research shows that more than 90 percent of US consumers now expect two- to three-day delivery for purchases and one-third expect same-day delivery.[[Footnote 2]] And ever since the pandemic disrupted in-person sales, B2B companies expect their suppliers to offer omnichannel sales via online marketplaces, mobile, videoconferencing, and chat.[[Footnote 3]]\u003c/p\u003e\n\u003cp\u003eFulfilling these expectations is more challenging than ever. High labor prices\u0026mdash;including a more than 30 percent increase in warehousing wages between July 2020 and July 2024[[Footnote 4]]\u0026mdash;make it difficult to maintain low prices while meeting margins. \u003ca href=\"/capabilities/people-and-organizational-performance/our-insights/tradespeople-wanted-the-need-for-critical-trade-skills-in-the-us\"\u003eManufacturing labor shortages\u003c/a\u003e\u0026nbsp; undermine the ability to create steady inventory flows, while unexpected economic shocks such as recent inflation complicate demand forecasting. And even when the supply side is functioning well, fulfillment remains a challenge; warehouse storage rates remain constrained, causing products to reach recipients late.\u003c/p\u003e\n\u003ch2\u003eDigital twins could heal the supply chain\u003c/h2\u003e\n[[MostPopularArticles 5]]\n\u003cp\u003eUnder these circumstances, organizations that do not recalibrate their supply chain operations risk falling behind. \u003ca href=\"/featured-insights/mckinsey-explainers/what-is-digital-twin-technology\"\u003eDigital twins\u003c/a\u003e\u0026nbsp;can help with that recalibration. Leading companies are already turning to them to ensure their supply chains are flexible, agile, and responsive enough to overcome unexpected disruptions.\u003c/p\u003e\n\u003cp\u003eDigital twins are virtual replicas of an object, system, or process used to simulate potential situations and outcomes. Digital twins use real data (sometimes in masked or synthetic forms) to deliver analytical insights and visualizations. Many organizations use digital twins to optimize operations, plan scenarios, and aid \u003ca href=\"/featured-insights/mckinsey-explainers/what-is-decision-making\"\u003edecision making\u003c/a\u003e. Market analysis indicates the global market for digital twins will grow about 30 to 40 percent annually in the next few years, reaching $125 billion to $150 billion by 2032.[[Footnote 5]]\u003c/p\u003e\n\u003cp\u003eDigital twins can be used to model the interaction between physical and digital processes all along the supply chain\u0026mdash;from product ideation and manufacturing to warehousing and distribution, from in-store or online purchases to shipping and returns. Thus, digital twins paint a clear picture of an optimal end-to-end supply chain process. What\u0026rsquo;s more, paired with today\u0026rsquo;s advances in predictive AI, digital twins can become both predictive and prescriptive. They can predict future scenarios to suggest areas for improvement or growth, ultimately leading to a self-monitoring and self-healing supply chain. In other words, digital twins empower the switch from heuristic-based supply chain management to dynamic and granular optimization, providing a 360-degree view of value and performance leakage.\u003c/p\u003e\n\u003cp\u003eTo understand how a self-healing supply chain might work in practice, let\u0026rsquo;s look at one example: using digital twins, a retailer sets dynamic SKU-level safety stock targets for each fulfillment center that dynamically evolve with localized and seasonal demand patterns. Moreover, this granular optimization is applied not just to inventory management but also to every part of the end-to-end supply chain\u0026mdash;from procurement and product design to manufacturing and demand forecasting. For example, the retailer\u0026rsquo;s granular production planning could be done in coordination with downstream transportation decisions and inventory positioning. Dynamic planning might identify, for instance, a high-volume commodity item with cross-sell potential, where higher manufacturing costs for the item are offset by lower end-to-end logistics costs through bundled shipping and higher customer conversion. This type of complex predictive modeling is what digital twins do best. Typical results in such a scenario are up to a 20 percent improvement in fulfilling consumer promise (achieving the delivery date communicated to the consumer), a 10 percent reduction in labor costs, and a 5 percent revenue uplift. \u003c/p\u003e\n\u003ch2\u003eDigital twins optimize today\u0026rsquo;s SCM software\u003c/h2\u003e\n\u003cp\u003eToday\u0026rsquo;s supply chain management (SCM) software\u0026mdash;which includes a range of products, such as advanced planning and scheduling (APS) tools, warehouse management systems (WMS), and transportation management systems (TMS)\u0026mdash;has automated large parts of the supply chain in the past decade, dramatically streamlining how suppliers, buyers, and shippers intersect.\u003c/p\u003e\n\u003cp\u003eDigital twins can integrate with existing SCM tools, functioning as an innovation layer that sits on top of the tech stack. In this manner, digital twins can optimize data inputs into SCM tools, generating predictive analytics to address and respond to multiple potential scenarios. For example, a global OEM created a digital twin to optimize the policies it fed into its TMS platform for outbound logistics. As a result, the OEM reduced costs for freight and damages by 8 percent.\u003c/p\u003e\n\u003cp\u003eDigital twins help augment SCM tools in several ways:\u003c/p\u003e\n\u003cul\u003e\n \u003cli\u003e\u003cem\u003eEnd-to-end connections:\u003c/em\u003e Digital twins can connect SCM tools throughout the supply chain to provide an integrated view of performance and up- and downstream decision impacts. This eliminates a siloed approach in which each tool only optimizes its local variables, with little coordination among them. For example, one retailer used digital twins to connect their planning, inventory deployment, and transportation management tools.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eResiliency in dynamic markets:\u003c/em\u003e As volatility continues to increase post-COVID-19, supply chain operators must continually update their policies due to both fluctuating demand and intermittent supply shocks, such as port disruptions or availability of materials. When combined with digital twins, SCM tools provide real-time visibility into granular performance, paired with predictive and prescriptive analytics to dynamically identify risks and recommend policy changes for rapid resolution. For example, one OEM used automated sense-and-respond digital-twin capabilities to identify shifts in carrier performance and surcharges, effectively reducing last-mile transportation costs by 5 percent.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eMultiple objectives:\u003c/em\u003e Digital twins can optimize across competing priorities and complex constraints for rapid response to market changes. For example, one automotive OEM used digital twins to dynamically shape demand based on shifting supply availability and operational complexity, collectively solving across both sales and operational objectives.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eVariability:\u003c/em\u003e Digital twins combined with SCM tools can test for a distribution of potential scenarios by analyzing metrics, such as lead time, demand, and supplier reliability, while also considering what-if outcomes. For instance, a consumer-packaged-goods company measured variable demand and labor in its warehouse and identified the opportunity to reduce total distribution center costs by 15 percent. This exemplifies network resiliency.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eA deep dive into digital twins\u003c/h2\u003e\n\u003cp\u003eSeeing digital twins in action is the best way to understand how they can deliver value at key points in the supply chain. Explore the below potential use cases to see how digital twins can solve real pain points throughout the supply chain to improve efficiency and resiliency.\u003c/p\u003e\n\u003ch4 style=\"text-align: center;\"\u003eForecasting and demand planning\u003c/h4\u003e\n[[image 1]]\n[[Accordion 1]]\n\u003ch4 style=\"text-align: center;\"\u003eSourcing and production planning\u003c/h4\u003e\n[[image 2]]\n[[Accordion 2]]\n\u003ch4 style=\"text-align: center;\"\u003eDistribution center network\u003c/h4\u003e\n[[image 3]]\n[[Accordion 3]]\n\u003ch4 style=\"text-align: center;\"\u003eEnd customers\u003c/h4\u003e\n[[image 4]]\n[[Accordion 4]]\n\u003ch2\u003eUnderstanding the benefits of digital twins\u003c/h2\u003e\n\u003cp\u003eSupply chain organizations are leveraging digital twins to optimize both their long-term strategies and everyday operations. The most common ways we have seen supply chain companies deploy digital twins are for inventory positioning and forecasting, to manage the flow of goods within the four walls of warehouses and factories, and to aid in production planning. But these are just a few of the ways digital twins are being implemented throughout the supply chain. No matter how digital twins are used, the benefits are clear:\u003c/p\u003e\n\u003cul\u003e\n \u003cli\u003e\u003cem\u003eStrategic:\u003c/em\u003e Digital twins can derisk long-term planning and broader digital transformations by simulating potential outcomes. This kind of what-if predictive modeling gives companies confidence in the end-to-end impact of their strategic plans. For example, a retailer used a granular digital twin of its distribution network to test the bottom-up implications of a new design for its distribution center. The company had previously used top-down analysis to determine the size and location of a potential new cross-dock. But when teams used a digital twin to model all the potential constraints of that cross-dock placement, they found they could resize and relocate it on 50 percent less real estate without compromising functionality.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eOperational:\u003c/em\u003e Beyond informing one-time strategy decisions, digital twins can function as \u0026ldquo;one model to rule them all,\u0026rdquo; optimizing daily decisioning across different operations. In other words, rather than a system of disjointed predictive models, a digital twin can combine many models for integrated forecasting and decision making\u0026mdash;dynamically comparing competing trade-offs across the supply chain to suggest granular operational changes. For example, the same retailer used its digital twin to not only optimize its cross-dock footprint in its distribution center but also to optimize its daily inventory positioning decisions\u0026mdash;forecasting weekly days-of-supply policies to balance cost, service levels, and sustainability. The result was a 10 percent improvement in regional distribution center utilization and 5 percent reduction in fulfillment costs.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eGetting started with digital twins\u003c/h2\u003e\n\u003cp\u003eWhile supply chain organizations recognize the value digital twins can provide, few have implemented them at scale. Unlike many SCM solutions that are plug and play, digital twins may require a customized build to implement. Because digital twins routinely ingest large quantities of proprietary, masked, or synthetic data, they are almost always custom-built, which takes considerable time and investment. Supply chain organizations must have in-house data science and development teams capable of building digital twins that use advanced AI algorithms, or partner with outside vendors expert in these areas.\u003c/p\u003e\n\u003cp\u003eOrganizations that aspire to embark on the digital-twin journey should focus on five key tenets for success:\u003c/p\u003e\n\u003cul\u003e\n \u003cli\u003e\u003cem\u003eNorth Star road map:\u003c/em\u003e Determine the vision for a future supply chain operation built on data and technology. Identify end-to-end use cases that support the North Star vision and then build a road map of use cases by prioritizing for impact\u0026mdash;profit and loss or delivery\u0026mdash;and feasibility. Typically, companies first prioritize use cases with quick speed-to-impact to prove value early in the journey.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eData visibility:\u003c/em\u003e For each use case in the end-to-end road map, identify the data inputs and outputs needed. Build a complementary road map for the organization\u0026rsquo;s data products that supports the use case road map, prioritizing data elements that will be shared across multiple high-impact implementations. Develop these data products iteratively with agile development. To get started, digital twins require a semiregular pipeline of digitized and standardized data, but it\u0026rsquo;s possible to fill data gaps with more static sources such as, for example, average throughput in a warehouse versus daily staffing levels.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eTechnology architecture:\u003c/em\u003e Digital-twin architecture is largely composed of existing data sources and technology, stitched together via APIs and middleware. Typically, a marginal increase in compute capacity is required to support a twin, so ensure that tech teams have the flexibility to scale current compute resources as needed.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eTalent:\u003c/em\u003e Assess the skill levels of team members needed to deliver digital twins, including product managers, data engineers, data scientists, user interface/user experience designers, and full-stack developers. Digital twins are most effectively delivered with agile methodologies for rapid development cycles, so product managers may require agile upskilling and training.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eOptimization and simulation:\u003c/em\u003e Identify the company\u0026rsquo;s first digital twin use case and deploy it. Build on the data products to create optimization and simulation modules that capture use case impact. Then, iteratively expand use cases and combine modules for integrated simulations and end-to-end optimization. Note that teams can start developing simulation and optimization modules before the data product is complete to capture early impact and then integrate these modules later.\u003c/li\u003e\n\u003c/ul\u003e\n\u003chr /\u003e\n\u003cp\u003eEnd-to-end supply chain optimization requires more than just implementing technology; it also requires a mindset shift at the leadership level and throughout the organization. Internally, companies that use digital twins must endeavor to eliminate internal silos and replace piecemeal institutional knowledge with data-driven decisioning. Externally, companies should carefully analyze their roles in the interconnected global supply chain. In an increasingly complex and interconnected world, organizations across the supply chain can use digital twins to predict potential disruptions and what-if scenarios that could affect their businesses. No one can predict the next pandemic, war, or economic shock with certainty, but digital twins can help companies react and adapt to these eventualities.\u003c/p\u003e"},"isFullScreenInteractive":{"boolValue":false},"hideStickySocialShareBar":{"boolValue":false},"desktopID":{"value":""},"mobileID":{"value":""},"desktopURL":{"value":""},"mobileURL":{"value":""},"desktopPaddingPercentage":{"value":""},"mobilePaddingPercentage":{"value":""},"desktopOverrideHeight":{"value":""},"mobileOverrideHeight":{"value":""},"cerosOembedURL":{"value":""},"cerosRenderMode":{"targetItem":null},"cerosBackgroundColor":{"targetItem":null},"hideByLine":{"boolValue":true},"tableOfContentsTitle":{"value":"TABLE OF CONTENTS"},"accessStatus":{"targetItem":{"key":{"value":"RegisteredUsers"},"value":{"value":"Registered Users"}}},"articleType":{"targetItem":{"displayName":"Article"}},"hasSpecialReport":{"boolValue":false},"contentType":{"targetItem":{"displayName":"Article"}},"sourcePublication":{"targetItem":null},"externalPublication":{"value":""},"excludeFromClientLink":{"boolValue":false},"originalPublishDate":{"jsonValue":{"value":"2024-11-20T00:00:00Z"}},"footnotes":{"value":"\u003col\u003e\n \u003cli\u003e\u0026ldquo;Air Cargo Market Analysis,\u0026rdquo; International Air Transport Association, March 2024.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003e\u003ca href=\"/industries/retail/our-insights/retail-speaks-seven-imperatives-for-the-industry\"\u003eRetail speaks: Seven imperatives for the industry\u003c/a\u003e,\u003c/em\u003e McKinsey and the Retail Industry Leaders Association, March 10, 2021.\u003c/li\u003e\n \u003cli\u003e\u0026ldquo;\u003ca href=\"/capabilities/growth-marketing-and-sales/our-insights/b2b-sales-omnichannel-everywhere-every-time\"\u003eB2B sales: Omnichannel everywhere, every time\u003c/a\u003e,\u0026rdquo; McKinsey, December 15, 2021.\u003c/li\u003e\n \u003cli\u003e\u0026ldquo;Employment statistics,\u0026rdquo; US Bureau of Labor Statistics, July 2024.\u003c/li\u003e\n \u003cli\u003eAverage growth calculated from digital twin market reports from Roots Analysis (41 percent CAGR for 2024\u0026ndash;32 to reach $150 billion in 2032), December 2023; and GMI Insights (33 percent CAGR for 2024\u0026ndash;32 to reach $125 billion in 2032), March 2024.\u003c/li\u003e\n\u003c/ol\u003e"},"contributoryPractice":{"targetItems":[{"displayName":"McKinsey Digital"},{"displayName":"QuantumBlack, AI by McKinsey"}]},"aboutTheAuthors":{"value":"\u003cp\u003e\u003cstrong\u003e\u003ca href=\"/our-people/alberto-oca\"\u003eAlberto Oca\u003c/a\u003e\u003c/strong\u003e is a partner in McKinsey\u0026rsquo;s Atlanta office, where \u003cstrong\u003eLauren O\u0026rsquo;Neil\u003c/strong\u003e is an associate partner; \u003ca href=\"/our-people/alex-cosmas\"\u003e\u003cstrong\u003eAlex Cosmas\u003c/strong\u003e\u003c/a\u003e\u0026nbsp;is a partner in the New York office; \u003cstrong\u003e\u003ca href=\"/our-people/cenk-tunasar\"\u003eCenk Tunasar\u003c/a\u003e\u003c/strong\u003e is a partner in the Boston office; and \u003cstrong\u003e\u003ca href=\"/our-people/ketan-shah\"\u003eKetan Shah\u003c/a\u003e\u003c/strong\u003e is a partner in the Chicago office. \u003c/p\u003e\n\u003chr /\u003e\n\u003cp\u003eThis article was edited by Kristi Essick, an executive editor in the Bay Area office.\n\u003c/p\u003e"},"authors":{"targetItems":[{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"38988940138F457EB208D6B7EA7E98A9","name":"Alberto Oca","authorTitle":{"value":"Alberto Oca"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/alberto oca/alberto_oca_standard_profile_1536x1152.jpg","alt":"Alberto Oca"},"emailLinks":{"value":"Alberto_Oca@mckinsey.com"},"linkedInUrl":{"value":"https://www.linkedin.com/in/albertooca/"},"description":{"value":"Advises clients in consumer, retail, pharma, and private equity in setting and implementing the digital supply chain strategy to transform operational performance and capabilities"},"locations":{"targetItems":[{"name":"Atlanta","displayName":"Atlanta"}]},"firmTitle":{"value":"Partner"},"thumbnailImage":{"alt":"Alberto Oca","src":"/~/media/mckinsey/our people/alberto oca/alberto_oca_headshot_988x741.jpg"},"url":{"path":"/our-people/alberto-oca"}}]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"0E0B9B5A182C46F1B3F997669E71ED82","name":"Alex Cosmas","authorTitle":{"value":"Alex Cosmas"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/alex cosmas/alex cosmas-15140_fc-mask_profile_1536x1152.png","alt":""},"emailLinks":{"value":"Alex_Cosmas@mckinsey.com"},"linkedInUrl":{"value":"https://www.linkedin.com/in/alexcosmas"},"description":{"value":"Helps travel and logistics companies capture real value from data science and artificial intelligence"},"locations":{"targetItems":[{"name":"New York","displayName":"New York"}]},"firmTitle":{"value":"Partner"},"thumbnailImage":{"alt":"","src":"/~/media/mckinsey/our people/alex cosmas/alex cosmas-15140_fc-mask_headshot_988x741.png"},"url":{"path":"/our-people/alex-cosmas"}}]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"CA7D5BA79389467D9CB0887524E15549","name":"Cenk Tunasar","authorTitle":{"value":"Cenk Tunasar"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/cenk tunasar/cenk_tunasar_standard_profile_1536x1152.jpg","alt":"Cenk Tunasar"},"emailLinks":{"value":"Cenk_Tunasar@mckinsey.com"},"linkedInUrl":{"value":"https://www.linkedin.com/in/cenk-tunasar-5200101/"},"description":{"value":"Helps organizations use advanced analytics tools and artificial intelligence to dramatically improve their performance "},"locations":{"targetItems":[{"name":"Boston","displayName":"Boston"}]},"firmTitle":{"value":"Partner"},"thumbnailImage":{"alt":"Cenk Tunasar","src":"/~/media/mckinsey/our people/cenk tunasar/cenk_tunasar_headshot_988x741.jpg"},"url":{"path":"/our-people/cenk-tunasar"}}]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"A3214FCFCE8F4CF8800914046AB56815","name":"Ketan Shah","authorTitle":{"value":"Ketan Shah"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/ketan shah/ketan-shah_profile_1536x1152.jpg","alt":"Ketan Shah"},"emailLinks":{"value":"Ketan_shah@mckinsey.com"},"linkedInUrl":{"value":""},"description":{"value":"Leads supply chain work in North America, helping companies with supply chain design and digital transformations as well as planning, logistics excellence, and network design"},"locations":{"targetItems":[{"name":"Chicago","displayName":"Chicago"}]},"firmTitle":{"value":"Partner"},"thumbnailImage":{"alt":"Ketan Shah","src":"/~/media/mckinsey/our people/ketan shah/ketan-shah_headshot_988x741.jpg"},"url":{"path":"/our-people/ketan-shah"}}]}}]},"nonPartnerAuthors":{"targetItems":[{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"5FABD33F9DC046FAA5623A444C364213","name":"Lauren O Neil","authorTitle":{"value":"Lauren O’Neil"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}}]},"interactiveToUse":{"targetItem":null},"enableArticleComponents":{"boolValue":false},"relatedArticles":{"targetItems":[{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"What is digital-twin technology?"},"url":{"path":"/featured-insights/mckinsey-explainers/what-is-digital-twin-technology"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"A digital twin is a digital replica of a physical object, person, system, or process, contextualized in a digital version of its environment. Digital twins can help many kinds of organizations simulate real situations and their outcomes, ultimately allowing them to make better decisions."},"standardImage":{"src":"/~/media/mckinsey/featured insights/mckinsey explainers/what is digital twin technology/what is digital twin technology__1385137928_thumb-1536x1536.jpg","alt":"Isometric style image of an airplane next to a digitized mirror of itself. A microchip with circuitry sits below them."},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Digital twins: The next frontier of factory optimization"},"url":{"path":"/capabilities/operations/our-insights/digital-twins-the-next-frontier-of-factory-optimization"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Digital twins are revolutionizing how decisions are made within factories, and forward-thinking manufacturers are getting ahead of the technology curve to drive efficiency."},"standardImage":{"src":"/~/media/mckinsey/business functions/operations/our insights/digital twins the next frontier of factory optimization/thumb-gettyimages-1581300023.jpg","alt":"Male worker scanning a delivery package and working on computer at automated warehouse. - stock photo"},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Digital twins: The art of the possible in product development and beyond"},"url":{"path":"/capabilities/operations/our-insights/digital-twins-the-art-of-the-possible-in-product-development-and-beyond"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Digital representations of physical products are coming to life. Here\u0026rsquo;s how to make them work for you."},"standardImage":{"src":"/~/media/mckinsey/business functions/operations/our insights/digital twins the art of the possible in product development and beyond/digital twins_156351999_thumb_1536x1536.jpg","alt":"\" \""},"heroImage":null,"thumbnailImage":null}]},"useEnhancedAuthors":{"boolValue":false},"acknowledgements":{"value":""},"showSocialShareFooter":{"boolValue":false},"template":{"id":"683910db-02ba-40ba-92e7-726c880160a9"},"hideFromSearchEngines":{"boolValue":false},"backgroundColor":{"targetItem":null},"gradientDirection":{"targetItem":{"key":{"value":"Bottom Right"},"value":{"value":"bottom-right"}}},"hideStickySubscriptionBar":{"value":false},"enableRegWall":{"boolValue":false},"timer":{"value":"8"},"regWallHeading":{"value":""},"showGoToHomeLink":{"boolValue":false},"regWallDescription":{"value":""},"isInsightsStorePage":{"boolValue":false},"enableRatingsForArticleBody":{"boolValue":true},"enableRatingsForMostPopular":{"boolValue":true},"showAskMcKinseyChatbot":{"boolValue":false},"selectedModalSubscriptions":{"targetItems":[]},"link1":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link2":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link3":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link4":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link5":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"fullReportPDF":{"name":"Full Report PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"fullReportPDFDisplayName":{"value":""},"appendixPDF":{"name":"Appendix PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"appendixPDFDisplayName":{"value":""},"articlePDF":{"name":"Article PDF","src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth_final.pdf","displayName":"digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth_final","title":"Digital twins: The key to unlocking end-to-end supply chain growth","keywords":"","description":"","extension":"pdf","mimeType":"application/pdf","size":347285,"pageCount":"7","thumbnailImageSrc":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth_final_thumbnail.jpeg"},"briefingNotePDF":{"name":"Briefing Note PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"discussionPapersPDF":{"name":"Discussion Papers PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"executiveSummaryPDF":{"name":"Executive Summary PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"executiveSummaryPDFDisplayName":{"value":""},"researchPreviewPDF":{"name":"Research Preview PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"heroImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/digital-twins-supply-chain-hero-1536x864-2.jpg","alt":"Isometric Illustration of people collaborating around a multi-layered structure representing data analysis and global supply chain management. "},"standardImage":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/digital-twins-supply-chain-thumb-1536x1536.jpg","alt":"Isometric Illustration of people collaborating around a multi-layered structure representing data analysis and global supply chain management. "},"heroImageTopOffset":{"value":""},"headerOverlayOpacity":{"targetItem":null},"heroType":{"targetItem":{"displayName":"Full Bleed Hero With Non Immersive Dek"}},"photoOverlayOpacity":{"targetItem":null},"hideHero":{"boolValue":false},"renderStackedHeroLayoutForMobile":{"boolValue":false},"articleHeroVideoId":{"value":""},"podcastHeroOmnyAudioID":{"value":""},"heroBespokeInteractiveID":{"value":""},"bespokeHeroRenderMode":{"targetItem":null},"audio":{"results":[{"id":"28E56AAF493A4C6EAB18A70DC503708A","omnyPlayerAudioURL":{"value":""},"iTunesURL":{"value":""},"soundcloudAudioFile":{"value":"1968824903"},"displayNumber":{"value":""},"headline":{"jsonValue":{"value":""}},"mediaEyebrow":{"jsonValue":{"value":""}},"description":{"jsonValue":{"value":""}},"libraryAudioFile":{"src":null},"renderMode":{"targetItem":{"key":{"value":"Center"},"value":{"value":"small-span-center"}}},"hideMediaEyebrow":{"boolValue":true},"mediaID":{"value":"1"},"template":{"name":"Audio"}}]},"disruptor1up":{"results":[{"mediaID":{"value":"cop"},"title":{"value":"Explore COP29 with McKinsey"},"description":{"value":"Join our series of dynamic virtual events during COP29. Discover new research, practical strategies, and collaborations across sectors to move climate action beyond why to how."},"image":{"src":"/~/media/mckinsey/business functions/sustainability/how we help clients/cop/cop29/cop_29_thumb.jpg","alt":"McKinsey at COP29"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Register","Title":"","Url":"https://mckinsey.cventevents.com/Q2MVE1?rt=RrQJ1iBSfEiqSK7N9VAGCw\u0026RefId=cop"}]}}},{"mediaID":{"value":"attheedge"},"title":{"value":"Subscribe to the \u003cem\u003eAt the Edge\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/at-the-edge/id1612870236"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3SnUcezwM20nKnzqvUl6iF"}]}}},{"mediaID":{"value":"authortalks"},"title":{"value":"Visit \u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-books/author-talks\"\u003eAuthor Talks\u003c/a\u003e\u003c/em\u003e to see the full series."},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/author talks/authortalks_1536x1536_v1.png","alt":"Author Talks"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/author-talks"}]}}},{"mediaID":{"value":"COVID"},"title":{"value":"Explore McKinsey’s ongoing coverage of the pandemic"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/risk/our insights/covid 19 implications for business/implications-briefing-note-4-standard-1536x1536.jpg","alt":"COVID-19: Implications for business"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Read more about the business impact of coronavirus and how organizations can respond","Title":"","Url":"/featured-insights/coronavirus-leading-through-the-crisis"}]}}},{"mediaID":{"value":"CE"},"title":{"value":"Customer experience"},"description":{"value":"More insight into creating competitive advantage by putting customers first and managing their journeys."},"image":{"src":"/~/media/mckinsey/industries/public and social sector/our insights/customer experience/customer-experience_22934010_1536x864.jpg","alt":"Customer experience"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":""}]}}},{"mediaID":{"value":"driversofdisruption"},"title":{"value":"Want to subscribe to \u003ca href=\"/features/mckinsey-center-for-future-mobility/our-insights/drivers-of-disruption\"\u003e\u003cem\u003eDrivers of Disruption\u003c/em\u003e\u003c/a\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/drivers-of-disruption/id1687257324"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5fWXzWmVKacc5I7u9CQsah?si=KQ-wUOSyQlqcnfexExiH9Q\u0026nd=1"}]}}},{"mediaID":{"value":"JOL"},"title":{"value":"The Journey of Leadership"},"description":{"value":"\u003cstrong\u003eHow CEOs Learn to Lead from the Inside Out\u003c/strong\u003e\u003cbr /\u003e\nBy \u003ca href=\"/our-people/dana-maor\"\u003eDana Maor\u003c/a\u003e, \u003ca href=\"https://www.linkedin.com/in/hanswernerkaas\"\u003eHans-Werner Kaas\u003c/a\u003e, \u003ca href=\"/our-people/kurt-strovink\"\u003eKurt Strovink\u003c/a\u003e, and \u003ca href=\"/our-people/ramesh-srinivasan\"\u003eRamesh Srinivasan\u003c/a\u003e"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/journey of leadership/journey-of-leadership-book-cover-1536x1536.jpg","alt":"The Journey of Leadership book cover"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/journey-of-leadership"}]}}},{"mediaID":{"value":"surveys"},"title":{"value":"McKinsey\u0026rsquo;s original survey research"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey global surveys/mck-global-survey-landing-1284442931-thumb-1536x1536.jpg","alt":"McKinsey Global Surveys"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Read more","Title":"","Url":"/featured-insights/mckinsey-global-surveys"}]}}},{"mediaID":{"value":"healthcarepodcast"},"title":{"value":"Want to subscribe to \u003cem\u003eMcKinsey on Healthcare\u003c/em\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-healthcare/id1469979748"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3y1AgAilV4E5Jz0x4wD9O2?si=mLCTUQ2ORTS_LC5gW_htlA\u0026dl_branch=1"}]}}},{"mediaID":{"value":"myleadershipjourney"},"title":{"value":"My Leadership Journey"},"description":{"value":"A series of conversations with leaders about the people and experiences that shaped them"},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/our insights/my leadership journey/my leadership journey collection page_131575496_thumb_1536x1536.jpg","alt":"My Leadership Journey"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/my-leadership-journey"}]}}},{"mediaID":{"value":"lessonsfromleaders"},"title":{"value":"State of Organizations: Lessons from leaders"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/our insights/state of org lessons from leaders/soo-chapter-2-872507320-standard-1536x1536.jpg","alt":"\"\""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore more interviews","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/lessons-from-leaders"}]}}},{"mediaID":{"value":"stateoforg"},"title":{"value":"The State of Organizations 2023"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Report overview","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/the-state-of-organizations-2023"}]}}},{"mediaID":{"value":"titaniumeconomy"},"title":{"value":"The Titanium Economy"},"description":{"value":"How Industrial Technology Can Create a Better, Faster, Stronger America\u003cbr /\u003e\nBy \u003ca href=\"/our-people/asutosh-padhi\"\u003eAsutosh Padhi\u003c/a\u003e, Gaurav Batra, and \u003ca href=\"https://fernweh.com/nick-santhanam/\"\u003eNick Santhanam\u003c/a\u003e"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/the titanium economy/titanium_3d-1536x1536-hero-trans.png","alt":"The Titanium Economy Book cover"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/the-titanium-economy"}]}}},{"mediaID":{"value":"GII"},"title":{"value":"Global Infrastructure Initiative"},"description":{"value":"Convening global leaders in infrastructure and capital projects in pursuit of new solutions"},"image":{"src":"/~/media/mckinsey/business functions/operations/our insights/the global infrastructure initiative/jpg-cpi-improving-construction-productivity-1536x864.jpg","alt":"Improving construction productivity"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Learn more","Title":"","Url":"http://www.globalinfrastructureinitiative.com/"}]}}},{"mediaID":{"value":"FOApodcast"},"title":{"value":"Subscribe to \u003ca href=\"/featured-insights/future-of-asia/future-of-asia-podcasts\"\u003e\u003cem\u003eFuture of Asia Podcasts\u003c/em\u003e\u003c/a\u003e"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/future-of-asia/id1480316959"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/2CZX4AR2DT4hQCFKJG0cCv?si=B20tkrOmQYymuCUhKCQOwA"}]}}},{"mediaID":{"value":"logisticsdisruptors"},"title":{"value":"Logistics Disruptors"},"description":{"value":"Meet the companies shaping how goods will move tomorrow."},"image":{"src":"/~/media/mckinsey/industries/travel logistics and infrastructure/our insights/logistics disruptors/tli-logistics-disruptors-1536x1536.jpeg","alt":"illustration autonomous truck driving off into the future"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/logistics/our-insights/logistics-disruptors"}]}}},{"mediaID":{"value":"mckinseyexplainers"},"title":{"value":"Looking for direct answers to other complex questions?"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey explainers/mckinseyexplainers-flat-thumb-1536x1536.jpg","alt":"Circular, white maze filled with white semicircles."},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore the full McKinsey Explainers series","Title":"","Url":"/featured-insights/mckinsey-explainers"}]}}},{"mediaID":{"value":"livesandlegacies"},"title":{"value":"\u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-lives-and-legacies\"\u003eMcKinsey on Lives \u0026amp; Legacies\u003c/a\u003e\u003c/em\u003e"},"description":{"value":"Highlighting the lasting impact of leaders and executives"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey on lives and legacies/lives-and-legacies-landing-page-thumb-1536x1536.jpg","alt":"McKinsey on Lives \u0026 Legacies"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore previous obituaries","Title":"","Url":"/featured-insights/mckinsey-on-lives-and-legacies"}]}}},{"mediaID":{"value":"Strategy"},"title":{"value":"Strategy in a digital age"},"description":{"value":"Our series on developing corporate and business-unit strategies in a digitally disrupted world."},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/strategy in a digital age/digital-strategy_1536x864_flexpromoimage.jpg","alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"View the collection","Title":"","Url":"/featured-insights/strategy-in-a-digital-age"}]}}},{"mediaID":{"value":"great"},"title":{"value":"The great re-make: Manufacturing for modern times"},"description":{"value":"This 21-article compendium gives practical insights for manufacturing leaders looking to keep a step ahead of today\u0026rsquo;s disruptions."},"image":{"src":"/~/media/mckinsey/business functions/operations/our insights/the great remake manufacturing for modern times/jpg-ops-dm-compendium-cover-1536x864.jpg","alt":"The great re-make: Manufacturing for modern times"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"View the collection","Title":"","Url":"/capabilities/operations/our-insights/the-great-re-make-manufacturing-for-modern-times-compendium"}]}}},{"mediaID":{"value":"futureofamerica"},"title":{"value":"Subscribe to the \u003cem\u003eFuture of America\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/future-of-america/id1616517376"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/0FpeyjojJTKf2hVtQ3otah"}]}}},{"mediaID":{"value":"governmentpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Government\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-government/id1573645359"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/61XsO4B2ersroMft8t3KSq"}]}}},{"mediaID":{"value":"podcast"},"title":{"value":"Want to subscribe to the McKinsey Podcast?\n"},"description":{"value":"\u003cdiv class=\"cta-container -align-horizontal\"\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eGoogle Play\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eiTunes\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eStitcher\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn mck-rss-icon\"\u003eRSS\u003c/a\u003e\n\u003c/div\u003e"},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[]}}},{"mediaID":{"value":"operationspodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey Talks Operations\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-talks-operations/id1598128813"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/7LYQS2fxAoBmC3LgFNJbi8"}]}}},{"mediaID":{"value":"energyinsights"},"title":{"value":"Speak to an expert about our upstream capabilities"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/industries/oil and gas/how we help clients/energy insights/newsletter-signup-promo-bar-1536x768.jpg","alt":"EI newsletter sign up"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Contact us","Title":"","Url":"/industries/oil-and-gas/how-we-help-clients/energy-solutions/contact-us"}]}}},{"mediaID":{"value":"buildingproductspodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Building Products\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-building-product/id1735607317"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/79pncGJtBtzz7pFoR6OiH8"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/capabilities/people-and-organizational-performance/how-we-help-clients/mckinsey-academy/product-academy/mckinsey-on-building-product"}]}}},{"mediaID":{"value":"talentpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey Talks Talent\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-talks-talent/id1491112396"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5sW4eHEFMbOvAFJjMfN9a6"}]}}},{"mediaID":{"value":"outlook"},"title":{"value":"A longer, more comprehensive version of our Global Oil Supply \u0026 Demand Outlook is available for purchase upon request.\n"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Contact us","Title":"","Url":"/industries/oil-and-gas/how-we-help-clients/energy-solutions/contact-us"}]}}},{"mediaID":{"value":"talentpodcast2"},"title":{"value":"\u003cem\u003eMcKinsey Talks Talent\u003c/em\u003e Podcast"},"description":{"value":"Bryan Hancock, Brooke Weddle, and other talent experts help you navigate a fast-changing landscape and prepare for the future of work by making talent a competitive advantage."},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/mckinsey talks talent/mck-mtt-disruptor-full-1536x864-smoke-may-2021.jpg","alt":"McKinsey Talks Talent"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"See more episodes","Title":"","Url":"/capabilities/people-and-organizational-performance/mckinsey-talks-talent-podcast"}]}}},{"mediaID":{"value":"investing"},"title":{"value":"Subscribe to McKinsey on Investing"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/private-capital/our-insights/mckinsey-on-investing-issue-1/contact"}]}}},{"mediaID":{"value":"women matter"},"title":{"value":"Subscribe to McKinsey \u003cem\u003eWomen Matter Canada\u003c/em\u003e"},"description":{"value":"Please subscribe if your organization is interested in learning about participating in future research."},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":""}]}}},{"mediaID":{"value":"customs"},"title":{"value":"This article was written as part of a larger research effort to identify opportunities for improvement and innovation at customs agencies globally."},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/public-sector/our-insights/contact"}]}}},{"mediaID":{"value":"tech"},"title":{"value":"\u003cspan class=\"disrupt-ab\"\u003eCreating value beyond the hype\u003c/span\u003e"},"description":{"value":"Let\u0026rsquo;s deliver on the promise of technology from strategy to scale."},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/how we help clients/2024/never-just-tech_thumb_1536x1536.jpg","alt":"Never just tech"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Get started","Title":"","Url":"https://www.mckinsey.com/capabilities/mckinsey-digital/how-we-help-clients?cid=njt-ste-crk-mbm-mbm--2403-promo01-njt-bam-web"}]}}},{"mediaID":{"value":"sust"},"title":{"value":"\u003cspan class=\"disrupt-ab\"\u003eMove from plans to progress.\u003c/span\u003e"},"description":{"value":"Sustainability matters. Together we’ll make it real."},"image":{"src":"/~/media/mckinsey/business functions/sustainability/how we help clients/sustainability-campaign_promo-thumb_1536x1536.jpg","alt":"Move from plans to progress."},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Get started","Title":"","Url":"https://www.mckinsey.com/capabilities/sustainability/how-we-help-clients/?cid=susti24-ste-crk-mbm-m01-other-glb-web"}]}}},{"mediaID":{"value":"nwowpodcast"},"title":{"value":"Subscribe to the New World of Work podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/the-new-world-of-work/id1319502839?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3S6fHLW6mcbDJDp1wkArKI"}]}}},{"mediaID":{"value":"globalpodcast"},"title":{"value":"Want to subscribe to \u003cem\u003eThe McKinsey Podcast\u003c/em\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/the-mckinsey-podcast/id285260960?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/4dyjRTP9xzEUPgleo6XjXI"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"YouTube","Title":"","Url":"https://www.youtube.com/@McKinsey/podcasts"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/featured-insights/mckinsey-podcast"}]}}},{"mediaID":{"value":"Qaudio"},"title":{"value":"Discover and subscribe to McKinsey Quarterly Audio"},"description":{"value":"\u003cstrong\u003eFive ways to subscribe:\u003c/strong\u003e"},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/mckinsey-quarterly-audio/id1437925222?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5mb2zYJnrPcRrML8gx5doD"}]}}},{"mediaID":{"value":"shortlist"},"title":{"value":"Subscribe to the Shortlist"},"description":{"value":"McKinsey\u0026rsquo;s new weekly newsletter, featuring must-read content on a range of topics, every Friday"},"image":{"src":"/~/media/mckinsey/email/shortlist/template/shortlist_promo-interrupter-849120982_1536x1536.jpg","alt":"the Shortlist"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Get the Shortlist in your inbox","Title":"","Url":"/user-registration/manage-account/edit-subscriptions"}]}}},{"mediaID":{"value":"retailpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Consumer and Retail\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-consumer-and-retail/id1526250428"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/41D4bro8PPDOGhEgOEJyHB?si=7l3SeYCZQD-7v3toqd9fHQ"}]}}},{"mediaID":{"value":"insurancepodcast"},"title":{"value":"Want to subscribe to the \u003cem\u003eMcKinsey on Insurance\u003c/em\u003e podcast?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-insurance/id1533196359"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5gZ6YKF7n7C9zWaER4mFZ5"}]}}},{"mediaID":{"value":"strategypodcast"},"title":{"value":"Subscribe to the \u003cem\u003eInside the Strategy Room\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/inside-the-strategy-room/id1422814215?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/4TcFfiQ0e6OYuc5kRDLxqj"}]}}},{"mediaID":{"value":"mgipodcast"},"title":{"value":"Subscribe to the \u003cem\u003eForward Thinking\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/forward-thinking/id1319502839"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3S6fHLW6mcbDJDp1wkArKI?si=0zvPmiCsQ7SBAPanfpY4aA\u0026nd=1"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/mgi/forward-thinking"}]}}}]},"globalDisruptors":{"disruptor1up":{"results":[{"mediaID":{"value":"cop"},"title":{"value":"Explore COP29 with McKinsey"},"description":{"value":"Join our series of dynamic virtual events during COP29. Discover new research, practical strategies, and collaborations across sectors to move climate action beyond why to how."},"image":{"src":"/~/media/mckinsey/business functions/sustainability/how we help clients/cop/cop29/cop_29_thumb.jpg","alt":"McKinsey at COP29"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Register","Title":"","Url":"https://mckinsey.cventevents.com/Q2MVE1?rt=RrQJ1iBSfEiqSK7N9VAGCw\u0026RefId=cop"}]}}},{"mediaID":{"value":"attheedge"},"title":{"value":"Subscribe to the \u003cem\u003eAt the Edge\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/at-the-edge/id1612870236"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3SnUcezwM20nKnzqvUl6iF"}]}}},{"mediaID":{"value":"authortalks"},"title":{"value":"Visit \u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-books/author-talks\"\u003eAuthor Talks\u003c/a\u003e\u003c/em\u003e to see the full series."},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/author talks/authortalks_1536x1536_v1.png","alt":"Author Talks"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/author-talks"}]}}},{"mediaID":{"value":"COVID"},"title":{"value":"Explore McKinsey’s ongoing coverage of the pandemic"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/risk/our insights/covid 19 implications for business/implications-briefing-note-4-standard-1536x1536.jpg","alt":"COVID-19: Implications for business"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Read more about the business impact of coronavirus and how organizations can respond","Title":"","Url":"/featured-insights/coronavirus-leading-through-the-crisis"}]}}},{"mediaID":{"value":"CE"},"title":{"value":"Customer experience"},"description":{"value":"More insight into creating competitive advantage by putting customers first and managing their journeys."},"image":{"src":"/~/media/mckinsey/industries/public and social sector/our insights/customer experience/customer-experience_22934010_1536x864.jpg","alt":"Customer experience"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":""}]}}},{"mediaID":{"value":"driversofdisruption"},"title":{"value":"Want to subscribe to \u003ca href=\"/features/mckinsey-center-for-future-mobility/our-insights/drivers-of-disruption\"\u003e\u003cem\u003eDrivers of Disruption\u003c/em\u003e\u003c/a\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/drivers-of-disruption/id1687257324"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5fWXzWmVKacc5I7u9CQsah?si=KQ-wUOSyQlqcnfexExiH9Q\u0026nd=1"}]}}},{"mediaID":{"value":"JOL"},"title":{"value":"The Journey of Leadership"},"description":{"value":"\u003cstrong\u003eHow CEOs Learn to Lead from the Inside Out\u003c/strong\u003e\u003cbr /\u003e\nBy \u003ca href=\"/our-people/dana-maor\"\u003eDana Maor\u003c/a\u003e, \u003ca href=\"https://www.linkedin.com/in/hanswernerkaas\"\u003eHans-Werner Kaas\u003c/a\u003e, \u003ca href=\"/our-people/kurt-strovink\"\u003eKurt Strovink\u003c/a\u003e, and \u003ca href=\"/our-people/ramesh-srinivasan\"\u003eRamesh Srinivasan\u003c/a\u003e"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/journey of leadership/journey-of-leadership-book-cover-1536x1536.jpg","alt":"The Journey of Leadership book cover"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/journey-of-leadership"}]}}},{"mediaID":{"value":"surveys"},"title":{"value":"McKinsey\u0026rsquo;s original survey research"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey global surveys/mck-global-survey-landing-1284442931-thumb-1536x1536.jpg","alt":"McKinsey Global Surveys"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Read more","Title":"","Url":"/featured-insights/mckinsey-global-surveys"}]}}},{"mediaID":{"value":"healthcarepodcast"},"title":{"value":"Want to subscribe to \u003cem\u003eMcKinsey on Healthcare\u003c/em\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-healthcare/id1469979748"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3y1AgAilV4E5Jz0x4wD9O2?si=mLCTUQ2ORTS_LC5gW_htlA\u0026dl_branch=1"}]}}},{"mediaID":{"value":"myleadershipjourney"},"title":{"value":"My Leadership Journey"},"description":{"value":"A series of conversations with leaders about the people and experiences that shaped them"},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/our insights/my leadership journey/my leadership journey collection page_131575496_thumb_1536x1536.jpg","alt":"My Leadership Journey"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/my-leadership-journey"}]}}},{"mediaID":{"value":"lessonsfromleaders"},"title":{"value":"State of Organizations: Lessons from leaders"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/our insights/state of org lessons from leaders/soo-chapter-2-872507320-standard-1536x1536.jpg","alt":"\"\""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore more interviews","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/lessons-from-leaders"}]}}},{"mediaID":{"value":"stateoforg"},"title":{"value":"The State of Organizations 2023"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Report overview","Title":"","Url":"/capabilities/people-and-organizational-performance/our-insights/the-state-of-organizations-2023"}]}}},{"mediaID":{"value":"titaniumeconomy"},"title":{"value":"The Titanium Economy"},"description":{"value":"How Industrial Technology Can Create a Better, Faster, Stronger America\u003cbr /\u003e\nBy \u003ca href=\"/our-people/asutosh-padhi\"\u003eAsutosh Padhi\u003c/a\u003e, Gaurav Batra, and \u003ca href=\"https://fernweh.com/nick-santhanam/\"\u003eNick Santhanam\u003c/a\u003e"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey books/the titanium economy/titanium_3d-1536x1536-hero-trans.png","alt":"The Titanium Economy Book cover"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/featured-insights/mckinsey-on-books/the-titanium-economy"}]}}},{"mediaID":{"value":"GII"},"title":{"value":"Global Infrastructure Initiative"},"description":{"value":"Convening global leaders in infrastructure and capital projects in pursuit of new solutions"},"image":{"src":"/~/media/mckinsey/business functions/operations/our insights/the global infrastructure initiative/jpg-cpi-improving-construction-productivity-1536x864.jpg","alt":"Improving construction productivity"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Learn more","Title":"","Url":"http://www.globalinfrastructureinitiative.com/"}]}}},{"mediaID":{"value":"FOApodcast"},"title":{"value":"Subscribe to \u003ca href=\"/featured-insights/future-of-asia/future-of-asia-podcasts\"\u003e\u003cem\u003eFuture of Asia Podcasts\u003c/em\u003e\u003c/a\u003e"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/future-of-asia/id1480316959"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/2CZX4AR2DT4hQCFKJG0cCv?si=B20tkrOmQYymuCUhKCQOwA"}]}}},{"mediaID":{"value":"logisticsdisruptors"},"title":{"value":"Logistics Disruptors"},"description":{"value":"Meet the companies shaping how goods will move tomorrow."},"image":{"src":"/~/media/mckinsey/industries/travel logistics and infrastructure/our insights/logistics disruptors/tli-logistics-disruptors-1536x1536.jpeg","alt":"illustration autonomous truck driving off into the future"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/logistics/our-insights/logistics-disruptors"}]}}},{"mediaID":{"value":"mckinseyexplainers"},"title":{"value":"Looking for direct answers to other complex questions?"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey explainers/mckinseyexplainers-flat-thumb-1536x1536.jpg","alt":"Circular, white maze filled with white semicircles."},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore the full McKinsey Explainers series","Title":"","Url":"/featured-insights/mckinsey-explainers"}]}}},{"mediaID":{"value":"livesandlegacies"},"title":{"value":"\u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-lives-and-legacies\"\u003eMcKinsey on Lives \u0026amp; Legacies\u003c/a\u003e\u003c/em\u003e"},"description":{"value":"Highlighting the lasting impact of leaders and executives"},"image":{"src":"/~/media/mckinsey/featured insights/mckinsey on lives and legacies/lives-and-legacies-landing-page-thumb-1536x1536.jpg","alt":"McKinsey on Lives \u0026 Legacies"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Explore previous obituaries","Title":"","Url":"/featured-insights/mckinsey-on-lives-and-legacies"}]}}},{"mediaID":{"value":"Strategy"},"title":{"value":"Strategy in a digital age"},"description":{"value":"Our series on developing corporate and business-unit strategies in a digitally disrupted world."},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/strategy in a digital age/digital-strategy_1536x864_flexpromoimage.jpg","alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"View the collection","Title":"","Url":"/featured-insights/strategy-in-a-digital-age"}]}}},{"mediaID":{"value":"great"},"title":{"value":"The great re-make: Manufacturing for modern times"},"description":{"value":"This 21-article compendium gives practical insights for manufacturing leaders looking to keep a step ahead of today\u0026rsquo;s disruptions."},"image":{"src":"/~/media/mckinsey/business functions/operations/our insights/the great remake manufacturing for modern times/jpg-ops-dm-compendium-cover-1536x864.jpg","alt":"The great re-make: Manufacturing for modern times"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"View the collection","Title":"","Url":"/capabilities/operations/our-insights/the-great-re-make-manufacturing-for-modern-times-compendium"}]}}},{"mediaID":{"value":"futureofamerica"},"title":{"value":"Subscribe to the \u003cem\u003eFuture of America\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/future-of-america/id1616517376"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/0FpeyjojJTKf2hVtQ3otah"}]}}},{"mediaID":{"value":"governmentpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Government\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-government/id1573645359"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/61XsO4B2ersroMft8t3KSq"}]}}},{"mediaID":{"value":"podcast"},"title":{"value":"Want to subscribe to the McKinsey Podcast?\n"},"description":{"value":"\u003cdiv class=\"cta-container -align-horizontal\"\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eGoogle Play\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eiTunes\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn btn-fill\"\u003eStitcher\u003c/a\u003e\n \u003ca href=\"#\" class=\"btn mck-rss-icon\"\u003eRSS\u003c/a\u003e\n\u003c/div\u003e"},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[]}}},{"mediaID":{"value":"operationspodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey Talks Operations\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-talks-operations/id1598128813"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/7LYQS2fxAoBmC3LgFNJbi8"}]}}},{"mediaID":{"value":"energyinsights"},"title":{"value":"Speak to an expert about our upstream capabilities"},"description":{"value":""},"image":{"src":"/~/media/mckinsey/industries/oil and gas/how we help clients/energy insights/newsletter-signup-promo-bar-1536x768.jpg","alt":"EI newsletter sign up"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Contact us","Title":"","Url":"/industries/oil-and-gas/how-we-help-clients/energy-solutions/contact-us"}]}}},{"mediaID":{"value":"buildingproductspodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Building Products\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-building-product/id1735607317"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/79pncGJtBtzz7pFoR6OiH8"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/capabilities/people-and-organizational-performance/how-we-help-clients/mckinsey-academy/product-academy/mckinsey-on-building-product"}]}}},{"mediaID":{"value":"talentpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey Talks Talent\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-talks-talent/id1491112396"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5sW4eHEFMbOvAFJjMfN9a6"}]}}},{"mediaID":{"value":"outlook"},"title":{"value":"A longer, more comprehensive version of our Global Oil Supply \u0026 Demand Outlook is available for purchase upon request.\n"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Contact us","Title":"","Url":"/industries/oil-and-gas/how-we-help-clients/energy-solutions/contact-us"}]}}},{"mediaID":{"value":"talentpodcast2"},"title":{"value":"\u003cem\u003eMcKinsey Talks Talent\u003c/em\u003e Podcast"},"description":{"value":"Bryan Hancock, Brooke Weddle, and other talent experts help you navigate a fast-changing landscape and prepare for the future of work by making talent a competitive advantage."},"image":{"src":"/~/media/mckinsey/business functions/people and organizational performance/mckinsey talks talent/mck-mtt-disruptor-full-1536x864-smoke-may-2021.jpg","alt":"McKinsey Talks Talent"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"See more episodes","Title":"","Url":"/capabilities/people-and-organizational-performance/mckinsey-talks-talent-podcast"}]}}},{"mediaID":{"value":"investing"},"title":{"value":"Subscribe to McKinsey on Investing"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/private-capital/our-insights/mckinsey-on-investing-issue-1/contact"}]}}},{"mediaID":{"value":"women matter"},"title":{"value":"Subscribe to McKinsey \u003cem\u003eWomen Matter Canada\u003c/em\u003e"},"description":{"value":"Please subscribe if your organization is interested in learning about participating in future research."},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":""}]}}},{"mediaID":{"value":"customs"},"title":{"value":"This article was written as part of a larger research effort to identify opportunities for improvement and innovation at customs agencies globally."},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"internal","Target":"","Text":"Learn more","Title":"","Url":"/industries/public-sector/our-insights/contact"}]}}},{"mediaID":{"value":"tech"},"title":{"value":"\u003cspan class=\"disrupt-ab\"\u003eCreating value beyond the hype\u003c/span\u003e"},"description":{"value":"Let\u0026rsquo;s deliver on the promise of technology from strategy to scale."},"image":{"src":"/~/media/mckinsey/business functions/mckinsey digital/how we help clients/2024/never-just-tech_thumb_1536x1536.jpg","alt":"Never just tech"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Get started","Title":"","Url":"https://www.mckinsey.com/capabilities/mckinsey-digital/how-we-help-clients?cid=njt-ste-crk-mbm-mbm--2403-promo01-njt-bam-web"}]}}},{"mediaID":{"value":"sust"},"title":{"value":"\u003cspan class=\"disrupt-ab\"\u003eMove from plans to progress.\u003c/span\u003e"},"description":{"value":"Sustainability matters. Together we’ll make it real."},"image":{"src":"/~/media/mckinsey/business functions/sustainability/how we help clients/sustainability-campaign_promo-thumb_1536x1536.jpg","alt":"Move from plans to progress."},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"external","Target":"","Text":"Get started","Title":"","Url":"https://www.mckinsey.com/capabilities/sustainability/how-we-help-clients/?cid=susti24-ste-crk-mbm-m01-other-glb-web"}]}}},{"mediaID":{"value":"nwowpodcast"},"title":{"value":"Subscribe to the New World of Work podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/the-new-world-of-work/id1319502839?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3S6fHLW6mcbDJDp1wkArKI"}]}}},{"mediaID":{"value":"globalpodcast"},"title":{"value":"Want to subscribe to \u003cem\u003eThe McKinsey Podcast\u003c/em\u003e?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/the-mckinsey-podcast/id285260960?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/4dyjRTP9xzEUPgleo6XjXI"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"YouTube","Title":"","Url":"https://www.youtube.com/@McKinsey/podcasts"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/featured-insights/mckinsey-podcast"}]}}},{"mediaID":{"value":"Qaudio"},"title":{"value":"Discover and subscribe to McKinsey Quarterly Audio"},"description":{"value":"\u003cstrong\u003eFive ways to subscribe:\u003c/strong\u003e"},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/mckinsey-quarterly-audio/id1437925222?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5mb2zYJnrPcRrML8gx5doD"}]}}},{"mediaID":{"value":"shortlist"},"title":{"value":"Subscribe to the Shortlist"},"description":{"value":"McKinsey\u0026rsquo;s new weekly newsletter, featuring must-read content on a range of topics, every Friday"},"image":{"src":"/~/media/mckinsey/email/shortlist/template/shortlist_promo-interrupter-849120982_1536x1536.jpg","alt":"the Shortlist"},"moreLinks":{"jsonValue":{"value":[{"CssClass":"","LinkType":"internal","Target":"","Text":"Get the Shortlist in your inbox","Title":"","Url":"/user-registration/manage-account/edit-subscriptions"}]}}},{"mediaID":{"value":"retailpodcast"},"title":{"value":"Subscribe to the \u003cem\u003eMcKinsey on Consumer and Retail\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-consumer-and-retail/id1526250428"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/41D4bro8PPDOGhEgOEJyHB?si=7l3SeYCZQD-7v3toqd9fHQ"}]}}},{"mediaID":{"value":"insurancepodcast"},"title":{"value":"Want to subscribe to the \u003cem\u003eMcKinsey on Insurance\u003c/em\u003e podcast?"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/mckinsey-on-insurance/id1533196359"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/5gZ6YKF7n7C9zWaER4mFZ5"}]}}},{"mediaID":{"value":"strategypodcast"},"title":{"value":"Subscribe to the \u003cem\u003eInside the Strategy Room\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://itunes.apple.com/us/podcast/inside-the-strategy-room/id1422814215?mt=2"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/4TcFfiQ0e6OYuc5kRDLxqj"}]}}},{"mediaID":{"value":"mgipodcast"},"title":{"value":"Subscribe to the \u003cem\u003eForward Thinking\u003c/em\u003e podcast"},"description":{"value":""},"image":{"src":null,"alt":""},"moreLinks":{"jsonValue":{"value":[{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Apple Podcasts","Title":"","Url":"https://podcasts.apple.com/us/podcast/forward-thinking/id1319502839"},{"CssClass":"btn btn-fill","LinkType":"external","Target":"_blank","Text":"Spotify","Title":"","Url":"https://open.spotify.com/show/3S6fHLW6mcbDJDp1wkArKI?si=0zvPmiCsQ7SBAPanfpY4aA\u0026nd=1"},{"CssClass":"","LinkType":"internal","Target":"","Text":"Listen to previous episodes","Title":"","Url":"/mgi/forward-thinking"}]}}}]},"disruptorsignup":{"results":[{"mediaID":{"value":"full-width"},"renderMode":{"targetItem":{"key":{"value":"fullwidth"},"value":{"value":"Full Width"}}},"callToAction":{"url":"/user-registration/register-mvc","text":"Subscribe"},"title":{"jsonValue":{"value":"Stay current on your favorite topics"}}},{"mediaID":{"value":"left"},"renderMode":{"targetItem":{"key":{"value":"left"},"value":{"value":"Left"}}},"callToAction":{"url":"/user-registration/register-mvc","text":"Subscribe"},"title":{"jsonValue":{"value":"Stay current on your favorite topics"}}}]}},"ceros":{"results":[]},"exhibit":{"results":[]},"image":{"results":[{"mediaID":{"value":"1"},"description":{"value":""},"libraryMediaFile":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/dt-supplychain-spot1-demand-planning.jpg","alt":"Isometric illustration of two people analyzing various charts and graphs, symbolizing data analysis and strategic demand planning."},"height":{"value":""},"width":{"value":""},"renderMode":{"targetItem":{"key":{"value":"Center"},"value":{"value":"Center"}}}},{"mediaID":{"value":"2"},"description":{"value":""},"libraryMediaFile":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/dt-supplychain-spot2-production-planning.jpg","alt":"Isometric illustration showcasing a streamlined sourcing, manufacturing, and logistics process involving the use of digital twins."},"height":{"value":""},"width":{"value":""},"renderMode":{"targetItem":{"key":{"value":"Center"},"value":{"value":"Center"}}}},{"mediaID":{"value":"3"},"description":{"value":""},"libraryMediaFile":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/dt-supplychain-spot3-distribution-network.jpg","alt":"Isometric illustration of a network of distribution centers connected by lines. Data streams between the centers represent the flow of goods, inventory levels, and efficiency."},"height":{"value":""},"width":{"value":""},"renderMode":{"targetItem":{"key":{"value":"Center"},"value":{"value":"Center"}}}},{"mediaID":{"value":"4"},"description":{"value":""},"libraryMediaFile":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/dt-supplychain-spot4-customer.jpg","alt":"Illustration showing the flow of packages and data between a warehouse and customers, highlighting the logistics of online shopping."},"height":{"value":""},"width":{"value":""},"renderMode":{"targetItem":{"key":{"value":"Center"},"value":{"value":"Center"}}}}]},"exhibitcarousel":{"results":[]},"pullquote":{"results":[]},"disruptorsignup":{"results":[{"mediaID":{"value":"full-width"},"renderMode":{"targetItem":{"key":{"value":"fullwidth"},"value":{"value":"Full Width"}}},"callToAction":{"url":"/user-registration/register-mvc","text":"Subscribe"},"title":{"jsonValue":{"value":"Stay current on your favorite topics"}}},{"mediaID":{"value":"left"},"renderMode":{"targetItem":{"key":{"value":"left"},"value":{"value":"Left"}}},"callToAction":{"url":"/user-registration/register-mvc","text":"Subscribe"},"title":{"jsonValue":{"value":"Stay current on your favorite topics"}}}]},"articlesidebar":{"results":[{"mediaID":{"value":"Author"},"description":{"jsonValue":{"value":"This article is a collaborative effort by \u003ca href=\"/our-people/alberto-oca\"\u003eAlberto Oca\u003c/a\u003e, \u003ca href=\"/our-people/alex-cosmas\"\u003eAlex Cosmas\u003c/a\u003e, \u003ca href=\"/our-people/cenk-tunasar\"\u003eCenk Tunasar\u003c/a\u003e, and \u003ca href=\"/our-people/ketan-shah\"\u003eKetan Shah\u003c/a\u003e, with Lauren O\u0026rsquo;Neil, representing views from QuantumBlack, AI by McKinsey and McKinsey\u0026rsquo;s Operations Practice."}},"aboutTheAuthors":{"jsonValue":{"value":""}},"headline":{"jsonValue":{"value":"About the authors"}},"footnotes":{"value":""},"showShareTools":{"boolValue":false},"backgroundColor":{"targetItem":null},"gradientDirection":{"targetItem":{"key":{"value":"Bottom Right"},"value":{"value":"bottom-right"}}},"renderMode":{"targetItem":{"key":{"value":"Collapsible"},"value":{"value":"default"}}},"isAboutAuthor":{"boolValue":true},"background":{"targetItem":null},"image":{"src":null,"alt":""}}]},"boxout":{"results":[]},"globalsidebar":{"results":[]},"video":{"results":[]},"scrollycontainer":{"results":[]},"bespokeinteractive":{"results":[]},"storycontainer":{"results":[]},"interactive":{"results":[]},"sectionheader":{"results":[]},"statementdisruptor":{"results":[]},"fullbleedphoto":{"results":[]},"tocitem":{"results":[]},"quizcontainer":{"results":[]},"generalup":{"results":[]},"twoupmedium":{"results":[]},"accordion":{"results":[{"id":"553C810C08924DF3829FB37938E64FDC","sectionTitle":{"value":""},"mediaID":{"value":"1"},"enableFullWidthContainerForContent":{"boolValue":false},"hideInactiveItems":{"boolValue":false},"backgroundColor":{"jsonValue":{"id":"a699f0c4-185d-46e5-b247-f832de67a3f9","url":"/sitecore/content/repository/rendering-parameters/jss/background-colors/white","name":"White","displayName":"White","fields":{"Value":{"value":"white"},"Key":{"value":"White"}}}},"gradientDirection":{"jsonValue":null},"renderMode":{"jsonValue":{"id":"c3177096-415f-48e1-9df6-29d9a4ae6cc0","url":"/sitecore/content/repository/next-generation-article/exhibit-render-modes/medium-column-width","name":"Medium column width","displayName":"Medium - Content column width","fields":{"Value":{"value":"medium"},"Key":{"value":"Medium content column width"}}}},"fontChoiceForSubhead":{"jsonValue":null},"selectItem":{"targetItems":[{"id":"A25F248366644B0DA51EEB62F7A24399","url":{"path":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth/accordioninline/accordion-item-1"},"name":"Accordion Item 1","displayName":"Accordion Item 1","title":{"jsonValue":{"value":"Predicting demand"}},"body":{"jsonValue":{"value":"\u003cp\u003e\u003cstrong\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003ctable\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd\u003e\u003cstrong\u003ePain points\u003c/strong\u003e\u003c/td\u003e\n \u003ctd\u003e\u003cstrong\u003eDigital-twin use cases\u003c/strong\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eInaccurate forecasting leads to excess inventory/stockouts and nonoptimal cost structures\u003c/li\u003e\n \u003cli\u003eLack of real-time data impedes response to market changes\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eProbabilistic demand forecasts and what-if analysis\u003c/li\u003e\n \u003cli\u003eScenario testing and dynamic, SKU-level upstream demand planning\u003c/li\u003e\n \u003cli\u003eDynamic prioritization, especially when supply is constrained\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"}},"footnotes":{"value":""},"standardImage":null,"callToActionLinks":{"jsonValue":{"value":[]}},"ceros":{"results":[]},"image":{"results":[{"id":"6D09E1ABF2544620957E6F88AA909B62","name":"Image","template":{"name":"Image"},"mediaID":{"value":"1"},"description":{"value":""},"libraryMediaFile":{"src":"/~/media/mckinsey/business functions/mckinsey digital/our insights/digital twins the key to unlocking end to end supply chain growth/dt-supplychain-spot1-demand-planning.jpg","alt":"Isometric illustration of two people analyzing various charts and graphs, symbolizing data analysis and strategic demand planning."},"height":{"value":""},"width":{"value":""},"renderMode":{"targetItem":{"key":{"value":"Center"},"value":{"value":"Center"}}}}]},"video":{"results":[]}}]}},{"id":"FF5601F792DC4989AA2864A9DCC2C445","sectionTitle":{"value":""},"mediaID":{"value":"2"},"enableFullWidthContainerForContent":{"boolValue":false},"hideInactiveItems":{"boolValue":false},"backgroundColor":{"jsonValue":null},"gradientDirection":{"jsonValue":{"id":"fe7d5f87-23a2-4d63-8792-5049643fb8eb","url":"/sitecore/content/repository/rendering-parameters/jss/gradient-directions/top-right","name":"Top Right","displayName":"Top Right","fields":{"Value":{"value":"top-right"},"Key":{"value":"Top Right"}}}},"renderMode":{"jsonValue":{"id":"c3177096-415f-48e1-9df6-29d9a4ae6cc0","url":"/sitecore/content/repository/next-generation-article/exhibit-render-modes/medium-column-width","name":"Medium column width","displayName":"Medium - Content column width","fields":{"Value":{"value":"medium"},"Key":{"value":"Medium content column width"}}}},"fontChoiceForSubhead":{"jsonValue":null},"selectItem":{"targetItems":[{"id":"EF4E2DF623BD4493B9E6B49977D1256B","url":{"path":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth/accordioninline-2/accordion-item-2"},"name":"Accordion Item 2","displayName":"Accordion Item 2","title":{"jsonValue":{"value":"\u003cp\u003eOptimizing supply\u003c/p\u003e"}},"body":{"jsonValue":{"value":"\u003cp\u003e\n\u003c/p\u003e\n\u003ctable\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd\u003e\u003cstrong\u003ePain points\u003c/strong\u003e\u003c/td\u003e\n \u003ctd\u003e\u003cstrong\u003eDigital-twin use cases\u003c/strong\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eLack of visibility into sourcing and suppliers\u003c/li\u003e\n \u003cli\u003eProduction downtime or insufficient production capacity\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eGlobal production planning optimized for end-to-end inventory flow\u003c/li\u003e\n \u003cli\u003eProduction plans that balance trade-offs in production costs, logistics spend, and customer experience\u003c/li\u003e\n \u003cli\u003eReal-time and predictive view of supplier reliability\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"}},"footnotes":{"value":""},"standardImage":null,"callToActionLinks":{"jsonValue":{"value":[]}},"ceros":{"results":[]},"image":{"results":[]},"video":{"results":[]}}]}},{"id":"7A40FFF5748F4B19A6E6163DC940BB3B","sectionTitle":{"value":""},"mediaID":{"value":"3"},"enableFullWidthContainerForContent":{"boolValue":false},"hideInactiveItems":{"boolValue":true},"backgroundColor":{"jsonValue":null},"gradientDirection":{"jsonValue":null},"renderMode":{"jsonValue":{"id":"c3177096-415f-48e1-9df6-29d9a4ae6cc0","url":"/sitecore/content/repository/next-generation-article/exhibit-render-modes/medium-column-width","name":"Medium column width","displayName":"Medium - Content column width","fields":{"Value":{"value":"medium"},"Key":{"value":"Medium content column width"}}}},"fontChoiceForSubhead":{"jsonValue":null},"selectItem":{"targetItems":[{"id":"854A42AA0E3F4114B7BCD69C81A7B118","url":{"path":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth/accordioninline-3/accordion-item-1"},"name":"Accordion Item 1","displayName":"Accordion Item 1","title":{"jsonValue":{"value":"\u003cp\u003e\u003cspan style=\"line-height: 107%;\"\u003eNetwork design\u003c/span\u003e\u003c/p\u003e"}},"body":{"jsonValue":{"value":"\u003ctable\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd\u003e\u003cstrong\u003ePain points\u003c/strong\u003e\u003c/td\u003e\n \u003ctd\u003e\u003cstrong\u003eDigital-twin use cases\u003c/strong\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eNetwork design reevaluated every five to ten years with new models (for example, models are \u0026ldquo;one and done\u0026rdquo;)\u003c/li\u003e\n \u003cli\u003eDifficulty planning for unknown supply and demand scenarios\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eBottom-up model that represents all network complexities and interdependencies\u003c/li\u003e\n \u003cli\u003eEvergreen model connected to real-time data sources for optimized network design and inventory management\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"}},"footnotes":{"value":""},"standardImage":null,"callToActionLinks":{"jsonValue":{"value":[]}},"ceros":{"results":[]},"image":{"results":[]},"video":{"results":[]}},{"id":"C400D1EBE23E4CF1A29FCF8FC0375D14","url":{"path":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth/accordioninline-3/accordion-item-2"},"name":"Accordion Item 2","displayName":"Accordion Item 2","title":{"jsonValue":{"value":"Inventory management and positioning"}},"body":{"jsonValue":{"value":"\u003ctable\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd\u003e\u003cstrong\u003ePain points\u003c/strong\u003e\u003c/td\u003e\n \u003ctd\u003e\u003cstrong\u003eDigital-twin use cases\u003c/strong\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eInventory levels that do not match demand (for example, stockouts or high inventory levels)\u003c/li\u003e\n \u003cli\u003eElevated middle- and last-mile transportation costs\u003c/li\u003e\n \u003cli\u003eExtended customer lead time\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eGranular view of inventory across network, orders, and operational constraints (for example, cold storage)\u003c/li\u003e\n \u003cli\u003eRapid dynamic optimization of policies (for example, safety stock) based on real-time supply and demand\u003c/li\u003e\n \u003cli\u003eCold chain network design to support new products\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"}},"footnotes":{"value":""},"standardImage":null,"callToActionLinks":{"jsonValue":{"value":[]}},"ceros":{"results":[]},"image":{"results":[]},"video":{"results":[]}},{"id":"82B6F50CDC3A4D55B5DDF16910B96C5B","url":{"path":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth/accordioninline-3/accordion-item-3"},"name":"Accordion Item 3","displayName":"Accordion Item 3","title":{"jsonValue":{"value":"Warehouse optimization"}},"body":{"jsonValue":{"value":"\u003ctable\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd colspan=\"2\"\u003e\u003cstrong\u003ePain points\u003c/strong\u003e\u003c/td\u003e\n \u003ctd\u003e\u003cstrong\u003eDigital-twin use cases\u003c/strong\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd colspan=\"2\"\u003e\n \u003cul\u003e\n \u003cli\u003eOperational inefficiencies (for example, unclear needs for cold chain storage in the distribution center [DC])\u003c/li\u003e\n \u003cli\u003eOnly solving for averages, leading to under- and overstaffing\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eGranular view into DC processes to identify inefficiencies and test process changes (for example, maximally efficient cold chain storage in DC)\u003c/li\u003e\n \u003cli\u003eSolving for variable demand and interaction with network decisions, given DC inventory visibility\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"}},"footnotes":{"value":""},"standardImage":null,"callToActionLinks":{"jsonValue":{"value":[]}},"ceros":{"results":[]},"image":{"results":[]},"video":{"results":[]}}]}},{"id":"792CE854A1F644B5BFCCD3B311DEB996","sectionTitle":{"value":""},"mediaID":{"value":"4"},"enableFullWidthContainerForContent":{"boolValue":false},"hideInactiveItems":{"boolValue":false},"backgroundColor":{"jsonValue":null},"gradientDirection":{"jsonValue":null},"renderMode":{"jsonValue":{"id":"c3177096-415f-48e1-9df6-29d9a4ae6cc0","url":"/sitecore/content/repository/next-generation-article/exhibit-render-modes/medium-column-width","name":"Medium column width","displayName":"Medium - Content column width","fields":{"Value":{"value":"medium"},"Key":{"value":"Medium content column width"}}}},"fontChoiceForSubhead":{"jsonValue":null},"selectItem":{"targetItems":[{"id":"B5D1C9C4572240A2BA74DBED766806CA","url":{"path":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth/accordioninline-4/accordion-item-1"},"name":"Accordion Item 1","displayName":"Accordion Item 1","title":{"jsonValue":{"value":"\u003cp\u003e\u003cspan style=\"line-height: 107%;\"\u003eFulfillment\u003c/span\u003e\u003c/p\u003e"}},"body":{"jsonValue":{"value":"\u003ctable\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd\u003e\u003cstrong\u003ePain points\u003c/strong\u003e\u003c/td\u003e\n \u003ctd\u003e\u003cstrong\u003eDigital-twin use cases\u003c/strong\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eDelivery issues (for example, late deliveries, product shortages)\u003c/li\u003e\n \u003cli\u003eHigh last-mile transportation costs\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eVisibility into probabilistic trade-offs to ensure highest service levels at optimal costs\u003c/li\u003e\n \u003cli\u003eOptimizing transport with visibility into granular constraints\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"}},"footnotes":{"value":""},"standardImage":null,"callToActionLinks":{"jsonValue":{"value":[]}},"ceros":{"results":[]},"image":{"results":[]},"video":{"results":[]}},{"id":"3668FC8A469642B69A51A5B037CEFCE4","url":{"path":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth/accordioninline-4/accordion-item-2"},"name":"Accordion Item 2","displayName":"Accordion Item 2","title":{"jsonValue":{"value":"Reverse logistics"}},"body":{"jsonValue":{"value":"\u003ctable\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd\u003e\u003cstrong\u003ePain points\u003c/strong\u003e\u003c/td\u003e\n \u003ctd\u003e\u003cstrong\u003eDigital-twin use cases\u003c/strong\u003e\u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eHigh cost to serve (for example, manual processes to validate feasibility for resale)\u003c/li\u003e\n \u003cli\u003eLack of visibility into available inventory in the reverse-logistics network\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd\u003e\n \u003cul\u003e\n \u003cli\u003eBottom-up simulation to test new reverse logistics flow pattern\u003c/li\u003e\n \u003cli\u003eStreamlining capabilities across stores and DC networks\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"}},"footnotes":{"value":""},"standardImage":null,"callToActionLinks":{"jsonValue":{"value":[]}},"ceros":{"results":[]},"image":{"results":[]},"video":{"results":[]}}]}}]},"factoid":{"results":[]},"promobarwithquote":{"results":[]},"oneupmedium":{"results":[]},"oneupmediumquote":{"results":[]},"gridwall":{"results":[]},"twoupsmall":{"results":[]},"oneclicksubscribe":{"results":[]},"promobar":{"results":[]},"promobanner":{"results":[]},"sectionhero":{"results":[]},"threeuplinklist":{"results":[]},"table":{"results":[]},"explainertooltip":{"results":[]},"isFiveFiftyHorizontalArticle":{"boolValue":false},"fiveFifty":{"results":[]}},"contextItem":{"ancestors":[{"breadCrumbUrl":{"path":"/capabilities/quantumblack/our-insights"},"breadCrumbTitle":{"value":"Insights on Artificial Intelligence"},"isMiniSite":{"boolValue":false},"displayName":"Insights on Artificial Intelligence","template":{"id":"85FF05307883480F9A4C82123F72FFD8"}},{"breadCrumbUrl":{"path":"/capabilities/quantumblack"},"breadCrumbTitle":{"value":"QuantumBlack"},"isMiniSite":{"boolValue":true},"displayName":"QuantumBlack","template":{"id":"85FF05307883480F9A4C82123F72FFD8"}},{"breadCrumbUrl":{"path":"/capabilities"},"breadCrumbTitle":{"value":"Capabilities"},"isMiniSite":{"boolValue":false},"displayName":"Capabilities","template":{"id":"85FF05307883480F9A4C82123F72FFD8"}},{"breadCrumbUrl":{"path":"/"},"breadCrumbTitle":{"value":""},"isMiniSite":{"boolValue":false},"displayName":"Home","template":{"id":"85FF05307883480F9A4C82123F72FFD8"}}]}}},"placeholders":{"main-area":[],"sidebar-area":[]}}]}},"itemId":"229436a6-b49f-455f-9f92-f3f8795ad199","pageEditing":false,"site":{"name":"website"},"pageState":"normal","language":"en","pageMetaData":{"alternateLanguages":[{"languageCode":"en","displayName":"English","url":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth"}],"currentLanguage":"en","navigationLink":"capabilities","activeItemId":"{099F8C41-3439-467C-A052-38DA8EDCBC32}","miniSiteId":"{CA4B9135-08B9-4418-B2DB-B5A39DF4E0F1}","officeCode":"","officeDisplayName":"","subscriptionPracticeData":null,"isAlaisedPage":false,"originalHostName":"www.mckinsey.com","updatedDate":"2025-02-13T21:41:31Z","createdDate":"2024-11-19T04:30:45Z","practice":{"isDefaultPractice":false,"name":"Artificial Intelligence","code":"N38","stickyTitle":"Sign up for emails on new Artificial Intelligence articles","stickySubtitle":"Never miss an insight. We'll email you when new articles are published on this topic.","previewLink":"","previewLinkLabel":"Preview","description":null,"descriptionText":"Get the latest articles on this topic delivered to your inbox","frequency":"Alert","regFormTitle":null},"url":"/capabilities/quantumblack/our-insights/digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth","isCareersPage":false,"officePath":"","hideAppPromo":false,"isAlumniURL":false,"isAlumniItemAccessable":false,"accessRoles":["sitecore\\GlobalOfficeEditor","Insights\\ClientLink","sitecore\\McKinseyAllAccess","Insights\\InsightsMedia","Offices\\Everyone","Insights\\InsightsAllAccess","extranet\\Everyone","Offices\\AngolaAllAccess","Offices\\SwitzerlandAllAccess","Offices\\KoreaAllAccess","Offices\\PortugalAllAccess","Offices\\DenmarkAllAccess","Offices\\FranceAllAccess","Offices\\UKIrelandAllAccess","Offices\\SouthAfricaAllAccess","Offices\\RussiaAllAccess","Offices\\SpainAllAccess","Offices\\JapanAllAccess","Offices\\NigeriaAllAccess","Offices\\FinlandAllAccess","sitecore\\AboutUsAuthor","sitecore\\ClientLinkAccess","sitecore\\Temp role","Offices\\JPOAuthor"],"accessUsers":["AlumniCenter\\Alumni","extranet\\Anonymous","AlumniCenter\\FirmmemberAdmin","GSAAuthenticated\\Anonymous","extranet\\authenticated","AlumniCenter\\Firmmember","AlumniCenter\\CorporateRecruiter","sitecore\\MelanieColton","sitecore\\david_gomes","sitecore\\jeffrey_acevedo","sitecore\\justtestuser","Insights\\Amy_Swan","sitecore\\Mohammed_Irshad_K","sitecore\\sujatha_victor","sitecore\\Preethi_Bandi","sitecore\\Santoshini_Allamsetty","Insights\\Vasudha_Gupta","sitecore\\dalexander","sitecore\\lauren_meling","sitecore\\Elissa_Bandler","sitecore\\leah_zennario"],"itemInfo":{"id":"229436a6-b49f-455f-9f92-f3f8795ad199","fullPath":"/sitecore/content/McKinsey/Home/Capabilities/QuantumBlack/Our Insights/Digital twins The key to unlocking end to end supply chain growth","templateName":"ArticleJSS","templateID":"683910db-02ba-40ba-92e7-726c880160a9"}},"defaultSettings":{"McKinsey Quarterly":"\u003cem\u003eMcKinsey Quarterly\u003c/em\u003e","FacebookCID":"soc-web","LinkedInCID":"soc-web","TwitterCID":"soc-web","Home Page SEO Details":{"Description":"McKinsey \u0026 Company is the trusted advisor and counselor to many of the world's most influential businesses and institutions.","Image_Url":"/~/media/images/global/seoimageplaceholder.jpg","Image_Alt":""}},"alumniDatalayerChunk":"static/chunks/alumnidatalayer.bea6461bc1a93bf6.js"},"componentProps":{},"notFound":false},"__N_PREVIEW":true,"__N_SSP":true},"page":"/[[...path]]","query":{"timestamp":"1739482906636","path":["capabilities","quantumblack","our-insights","digital-twins-the-key-to-unlocking-end-to-end-supply-chain-growth"]},"buildId":"jIkMSrTx4uqE8V-HInFJO","runtimeConfig":{"CONFIG_ENV":"production","CURRENT_ENV":"production","PUBLIC_URL":"https://www.mckinsey.com","PUBLIC_CMS_URL":"https://cms-prod.mckinsey.com","RECAPTCHA_V3_KEY":"6LdC5twSAAAAAF0dePIbY_ckeF05mKdYYJXn7uTg","INVISIBLE_RECAPTCHA_KEY":"6LcWCs0UAAAAAEik2NaGkfGH8mGHo1ThxIt-qUoE","USER_SERVICE_API_HOST":"https://prd-api.mckinsey.com","MOBILE_SERVICES_HOST":"https://mobileservices.mckinsey.com","SEARCH_SERVICE_API_HOST":"https://mckapi.mckinsey.com","OT_DATA_DOMAIN_SCRIPT_COM":"915b5091-0d7e-44d2-a8c4-cf08267e52fe","OT_DATA_DOMAIN_SCRIPT_DE":"13f50396-9d33-4d95-ba3e-1f108fa91009","OT_DATA_DOMAIN_SCRIPT_BR":"679eae24-1d5c-4f33-8aae-b35aa8269966","ADOBE_LAUNCH":"a400cfbb2fd3","BCOV_POLICY":"BCpkADawqM3Kw-9uDslNJRKDKV902YBckQibdHvtCe7_E1CZUK-yA5lMOb0bP1Jmd13AXAimBAu9t6P25EhnE825MQxq4h4gzCSC4KvcIHFy2o5ay1FC1x7wzMAIhOee5bfcN5IJQx6CACEfqD6MjNGOa4Mh5LH3vPUAJm5oqesmj6CCd1LHOIyuDfTagR09agAhz4Ip_rz_4ksu4nquPxb2t4ZAzriRvCuZcBcGstib_ZFC8TZnALZ4lQDqnXvywA0mvcIcBN5UFD0mi9hLUMuP8-Q6YypPmnQA0WghaliiEvdty3YPyFYgUpQ-JqI7FX5e_lXDFKUsw7NhT6GYeYVdfIvXw_Wzz2bon3xTO_qSpFXjje5vbz7RbLHzLEZV_oaR74diNRT_SSTZbS2LkfGEBAYwNdRdLn5p1FhryNkg5ykrzRa9VhKcPPNuAj0w9Oj5j1Zd84f5_exyF4QM4_5VBu5NQyiUuWzWVPANIDpeFLxzP5psM-76ObRo9FgSmMi85MRqiSJYxfDCNxZCVJVSvlVR-smfLkuAD4Za9B4e57pzXgLwEBNYTIu-hl8C4xkTtIl1H_DxC4-X0iKmqPhFc0-z4UALqgntgcNbp6iutLU-Ue7z0Mr175s7GmZ9rRrqcolGT-4iwlAPcfm_E3ky-PdJZP6peSf_9WY9A0nhxgavAgYCvuFGqh1xUTRmYDNHOfb5xxW8nkFIRU2R9jk6zuRIVIFkOpX2Fp1427ipkVFchRcFu90FwvPYKtByEf7SynOSOrMHgJjkqWUHYvHzTYBmVvExyOlAYAlfovJUueYEjV3WKPsvmMxKHIL4wfxsEjVq5rAkY-qoiG_aA-p-0X2jd6x0nR7Fajn9No0EMN0OPXs3yjdpxC_a37eMC8dS4gIJjYJK5_xz8y5Q2uJUz9dmkqAMGc4CH9eJNDE5rP5kwAmLnHtnA36_kxbHsy6WVBllf4_jE9kQ3L-TfuZLBJtAZOqObTMtpUJYiOIYYkGnQgaiik8wyMvAsfGI3bRVEhkSJ7315aHLMp_K0WuHWW53v-lS4T4J0t8FmPHFCAsUC5LEHB9_cib12s055WPADQ8Q9VIMgzXJu04Eqi-zQHb7H1mmckN7gDXz0IqHAWF35mSwjs20HKG-p10f4Cj68Y_sV7Tdnx05lqmMJTumEPTfYiEwKNKWnUvH6Di2-XDUHZkgT1xUUIVxBIkmQsHRcdnNcxEdh_HTFljfGcdw-34bnVCJlUBklw","sitecoreApiHost":"https://prod.mckinsey.com","FB_APP_ID":"1382278882079245","ARTICLE_API_HOST":"https://prd-api.mckinsey.com","SITECORE_FORMS_SERVICES_API_HOST":"https://prd-api.mckinsey.com","FEATURE_TOGGLES":"{\"stack_adapt_pixel\": false, \"article_seo_schema\":true, \"remember_me\": true, \"gql_promo_banner\": true, \"gql_highlight_bar\": true, \"gql_ceros_placeholder\": true, \"gql_two_up_medium\": true, \"gql_hero_with_partnership_mark\": true, \"gql_brightcove_gallery\": true, \"gql_one_up_medium\": true, \"gql_promo_bar_with_quote\": true, \"gql_fifty_fifty_hero\": true, \"gql_enhanched_hero\": true, \"gql_two_up_small\": true, \"gql_general_up\": true, \"gql_full_bleed_hero\": true, \"passwordless_login_enabled\": true, \"sso_enabled\": true, \"article_id\": \"\", \"personalisation_enabled\":true, \"hide_student_sticky_footer\":true, \"email_domain_validation_enabled\":true, \"enable_cid_cookie_qp\": true, \"otp_verification_enabled\": true, \"article_ratings_enabled\": true, \"article_ratings_enabled_mobile\": true, \"disable_profile_for_alumni\": true, \"firm_sso_enabled\": true}","HEADER_SCRIPT_HASH":"abcd1234","OKTA_AUTH_CLIENT_ID":"0oa8ppb3ypQ8uOI8y697","OKTA_AUTH_ISSUER":"https://dotcomidp.mckinsey.com/oauth2/aus2byav0jTElyFDD697/","AUTO_REDIRECTION_DURATION":"5","LINKEDIN_IDP":"0oaecyj1byxnfrfFk697","APPLE_IDP":"0oaeg2lxy6mq4PX5F697","GOOGLE_IDP":"0oaeczfkb03XL3E4O697","FIRM_SSO_IDP":"0oannwofycK193SNs697","ALUMNI_BASE_API_URL":"https://gateway.mckinsey.com/:apiKey/v1","ALUMNI_AUTHENTICATE_API_URL":"https://ac3-okta-auth.mckinsey.com/authenticate","ALUMNI_OKTA_URL":"https://mckinsey.okta.com/app/mckinsey_ac3_1/exk1slverqoqR80wm2p7/sso/saml","ALUMNI_OKTA_ENABLED":"false","GOOGLE_MAP_API_KEY":"AIzaSyDqrGDNMDjy9pXHkMf-_Ut33LoC725GSe4","AWS_GATEWAY":"https://gateway.mckinsey.com","AWS_API_GATEWAY_ID":"283ao0jjs3","AWS_PERSONALIZATION_TRACKING_ID":"0e6bebf6-33df-48c3-a0ab-31dc0a18f583","AWS_PERSONALIZATION_CID":"recommendations-onw-onw-mck-mck-art-2410-v1-user-ext-web","EVENTS_MODULE_CARDS_COUNT":"8","RECOMMENDATIONS_OFFER_ACTIVITY":"Article Recommendations"},"isFallback":false,"dynamicIds":[70281,12711,76731,68578,42354,35278,90390,82756],"gssp":true,"locale":"en","locales":["en","da-DK"],"defaultLocale":"en","isPreview":true,"scriptLoader":[]}</script><script type="text/javascript" src="/WT0M/oqRU/7oA/KD1/Kl_g/i9piXDmbbJDfuV/Yy41AxIr/dmB/4eB1XalcB"></script></body></html>