Amid debates over whether artificial intelligence is fueling a bubble, the supply chain sector is proving to be one of the most practical testing grounds. Netstock, an inventory management software company founded in 2009, is gaining traction with a generative AI-powered tool called the Opportunity Engine.
The system integrates with customers’ Enterprise Resource Planning software and analyzes data to provide real-time recommendations. According to Netstock, it has already issued over one million suggestions, with three-quarters of its customers receiving insights valued at $50,000 or more.
One early adopter is Bargreen Ellingson, a 65-year-old family-owned restaurant supply company. Chief innovation officer Jacob Moody admitted the company was initially cautious about adopting AI. “Old family companies don’t trust blind change,” he said. Instead, the AI was introduced as an optional support tool for warehouse staff rather than a replacement for human decision-making.
That approach has paid off. Moody described how less-experienced employees are becoming more effective because the tool helps them quickly interpret complex inventory data. “He knows our customers, he knows what he’s putting on the truck every day … so he feels empowered,” Moody said of one warehouse employee.
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Netstock co-founder Barry Kukkuk attributes the tool’s effectiveness to more than a decade of industry data and reinforcement learning shaped by customer feedback. Still, he warns against overreliance on generative AI, noting the risks of inaccurate outputs if users lean too heavily on conversational models.
For now, the Opportunity Engine is designed to supplement human oversight, not replace it. But Moody acknowledged a looming challenge: if AI continues to improve, it could shift demand away from in-house data experts. “There’s going to be a lot of change, and none of us is really sure what that’s going to look like,” he said.
