This contributed story by Dr. Michael Feindt, strategic advisor with Blue Yonder, originally appeared in Forbes on Sept. 22, 2021. Excerpts from the story below. To see the full story Forbes.com.

What came first: artificial intelligence (AI) value off the back of strong data or data value off the back of AI?

This “chicken and egg” conundrum is not only a headscratcher for businesses contemplating the future role of machine learning (ML) in their supply and demand planning. More often than not, it’s actually proving to be a reason — or excuse — for not investing in ML’s capabilities at all.

The thought process is that, just like the “chicken and egg” cliché, there’s no right answer. Therefore, investing in AI comes with a gamble that it won’t work because the datasets won’t be strong enough to optimize the technology.