The Visibility Illusion: Why Seeing the Problem Was Never the Same as Solving It

Why has three decades of supply chain visibility investment failed to produce meaningful results for the industry? In this episode of Supply Chain Now, Scott W. Luton speaks with Dr. Glenn Richey, Harbert Eminent Scholar at Auburn University, and Matt Brolsma of SPS Commerce, about why visibility tools keep falling short and what actually moves the needle. Glenn brings ten years of supply chain experience across procurement, manufacturing, and logistics at Scott Paper Company and S.P. Richards, paired with his research at Auburn's Center for Supply Chain Innovation, while Matt works directly with enterprise retailers and distributors at SPS Commerce to translate supplier collaboration challenges into actionable strategy. The conversation covers why AI can amplify the consequences of bad data, how one retailer recovered $38 million through stronger supplier compliance, and what questions leaders should ask before investing in another visibility platform. Glenn and Matt also explore the link between trusted relationships and trusted data, and why vendor guides deserve more attention. Jump into the conversation: (00:00) Intro (06:44) Distinguishing visibility, transparency, and traceability (12:30) Why 30 years of visibility tools fell short (18:22) What happens when teams lose trust in the system? (22:57) Does AI solve or magnify the visibility problem? (25:40) When AI recommendations go wrong at the port (30:30) Why visibility tools still leave planners chasing answers (35:45) Building stronger trading partner relationships (37:49) Why structured compliance programs outperform (42:41) How one retailer recovered $38 million (47:20) What should leaders ask before buying more tech? Additional Links & Resources: SPS Commerce's Supply Chain Visibility Readiness Assessment: https://bit.ly/4scDxSb Connect with Matt Brolsma: https://www.linkedin.com/in/matthewbrolsma/ Learn more about SPS Commerce: https://www.spscommerce.com/ Connect with Robert Glenn Richey, Jr.: https://www.linkedin.com/in/glennrichey/ Learn more about Auburn University: https://www.auburn.edu/ Learn more about our hosts: https://supplychainnow.com/about Learn more about Supply Chain Now: https://supplychainnow.com Upcoming Live Programming: https://supplychainnow.com/upcoming-live-programming/ Supply Chain Now Resource Hub: https://supplychainnow.com/resource-hub/ Learn more about our hosts: https://supplychainnow.com/about Learn more about Supply Chain Now: https://supplychainnow.com Watch and listen to more Supply Chain Now episodes here: https://supplychainnow.com/program/supply-chain-now Subscribe to Supply Chain Now on your favorite platform: https://supplychainnow.com/join Work with us! Download Supply Chain Now’s NEW Media Kit: https://bit.ly/3XH6OVk Learn more about Blue Yonder Cognitive Solutions: http://blueyonder.com/cognitive Learn more about M.F.G.inc’s Frontline Leadership Certificate: MFG.inc/training WEBINAR- The Cost of Skipping the Audit: Why Site Scans Should Come Before Every Pallet, Crate, or Wood Packaging RFQ: https://bit.ly/4AJzReA WEBINAR- Supply Chain Planning Reimagined: Agentic AI for Decision-Centric Planning: https://bit.ly/3VD1Nka WEBINAR- Rethinking the Supply Chain Management Classroom: https://bit.ly/4xJIkM2 WEBINAR- Detect, decide, deliver: improving disruption response across the supply chain: https://bit.ly/4rXhmiI WEBINAR- Merck Animal Health's Journey to Rewiring Planning for Reliability, Agility and Trust: https://bit.ly/4B6Iq3f This episode was hosted by Scott Luton and produced by Trisha Cordes, Joshua Miranda, and Amanda Luton. For additional information, please visit our dedicated show page at: https://supplychainnow.com/visibility-illusion-why-seeing-problem-never-same-solving-1649 The content in this episode, including all audio, videos, visuals, and graphics, is the property of Supply Chain Now and is protected by copyright law. Unauthorized use, reproduction, distribution, modification, or re-uploading of this content in any form is strictly prohibited without explicit written permission from Supply Chain Now. For licensing inquiries or permissions, please contact us at production@supplychainnow.com © 2026 Supply Chain Now. All rights reserved. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.