Omnichannel supply chains enhance online retail by catering to the demand for multi-channel shopping. With the rise of AI innovations like personalized product recommendations, the need for customization in e-commerce is intensifying. As these technologies advance, retailers face increasing pressure to create robust omnichannel supply chains that support this heightened level of personalization in order to meet consumer expectations.

Source: https://www.scmr.com/article/ai-is-moving-omnichannel-closer-to-the-customer