On February 1, 2025, U.S. President Donald Trump announced plans to impose a 25% tariff on all Canadian goods, with a 10% tariff specifically on energy imports. Naturally, this got Canadian businesses’ attention. The US is our largest trading partner, and any disruption in that relationship can have serious consequences—affecting supply chains, pricing, and overall business stability.
In the end, an agreement was reached to pause the tariffs for 30 days, and things had settled—until today. On March 4, 2025 President Trump imposed 25% tariff on all Canadian goods. This situation is a reminder of a hard truth: uncertainty is inevitable. Markets shift, policies change, and we can’t always know what’s coming next.
So how do you stay ahead? The answer lies in data, AI, and analytics. Companies that use these tools proactively can adapt faster, minimize risks, and even turn uncertainty into opportunity. Here’s how.
Why It Pays to Plan for Uncertainty (With Data to Prove It)
For an example of how preparedness can help you weather uncertainty, we don’t have to look far back. The COVID-19 pandemic had businesses facing lockdowns, supply chain disruptions, labor shortages, and widespread economic uncertainty, leading to layoffs and decreased consumer spending. And it all happened seemingly overnight.
Essentially, COVID-19 served as a real-world stress test for businesses. Five years later, we can now see the results of that test. Companies with strong digital foundations not only weathered the storm but often emerged stronger. Those that had already embraced digitization, remote working, and cloud services were able to adapt quickly. In other words, the gap between the digitally ready and the digitally lagging was significant. But how significant?
According to a study published in the International Journal of Disaster Risk Reduction, businesses that had invested in digital technologies before the pandemic saw, on average, 4% smaller declines in sales compared to those that had not. Digital adoption acted as a buffer, allowing companies to maintain operations and minimize financial losses.
What’s more, research found that companies that scaled their use of technology during COVID-19 are now growing revenue five times faster than those that fell behind.
During the pandemic, digitization and cloud services were the biggest differentiators between businesses that thrived and those that struggled. But much of that catching-up has now been done. Today, the real gap isn’t in digital infrastructure—it’s in AI and data. This leads us to the next question.
How Should Your Company Be Using AI and Data To Stay Ahead?
Uncertainty is a given, but how you prepare for it determines whether your business thrives or scrambles to catch up. Instead of waiting for disruptions to hit, you can use AI and data to ensure that when challenges arise, they don’t become a full-blown crisis. The companies that succeed are the ones that have their operations dialed in, so they’re not dealing with unnecessary problems on top of external disruptions.
Keeping Your Business Running Smoothly No Matter What
The more organized and efficient your business is today, the easier it is to navigate uncertainty. With AI-powered insights, predictive analytics help you spot potential issues before they turn into costly problems. For example, if your business can anticipate product defects before items leave the factory or adjust stock levels based on shifting demand, you’re in a better position to handle whatever comes next.
Personalization is another advantage. AI-driven recommendations don’t just boost sales in good times—they build customer loyalty that helps keep you afloat during downturns. If you already use AI to suggest relevant products based on past purchases, you can quickly adjust recommendations based on new market conditions. For example, if economic uncertainty makes customers prioritize essentials over luxury items, AI can highlight more practical options, ensuring your offerings align with their shifting needs. The trust you build today can be the difference between retaining customers and losing them when uncertainty hits.
Using AI to Eliminate Inefficiencies
Automation isn’t about replacing workers—it’s about making sure your team isn’t wasting time on things that AI can handle better. Whether it’s streamlining supply chain logistics, predicting when machines need maintenance, or automating customer support, AI reduces inefficiencies that drain your resources. The more you optimize now, the more resilient your business will be when conditions get tough.
Retailers that leverage AI to track real-time inventory shifts don’t just avoid overstocking or running out of popular products—they build a business that can adapt on the fly. When markets change quickly, they spot it quickly. But more than that, you can use the same technology that keeps your business running smoothly to boost your success in other areas. For example, a clothing retailer using AI can analyze real-time sales data alongside trending social media posts. If a particular style of dress suddenly becomes a viral sensation, the AI can trigger an automatic increase in production for that item, ensuring the retailer capitalizes on the trend before it fades.
Similarly, manufacturers using AI to predict maintenance needs avoid unexpected downtime and keep production on schedule. Analyzing sensor data from machinery allows a factory to predict a potential equipment failure and schedule preventative maintenance before it causes a costly production halt, preventing lost revenue and keeping orders on track. When your business runs efficiently, external disruptions have less impact—you’re better equipped to weather any storm.
Turning Data into Your Biggest Advantage
Data is only useful if you can act on it. Too many businesses are sitting on a goldmine of customer insights, operational data, and market trends but can’t use them because their systems are disconnected. When you break down data silos, you get a complete view of your business so you can make faster, smarter decisions. And when you integrate your data with AI, you can turn those insights into proactive, profit-driving actions.
A manufacturing company, for example, might integrate its production data with customer orders and supply chain information. This allows you to use AI to identify bottlenecks in your production process, predict potential delays in your supply chain, and even forecast future demand for your products.
Let’s say a furniture manufacturer notices that orders for a specific type of chair are increasing rapidly. At the same time, the AI flags a potential bottleneck: the machine that upholsters those chairs is operating at near capacity. This early warning allows you to proactively adjust, maybe by adding a second shift, investing in additional equipment, or even temporarily adjusting pricing to manage demand. This proactive approach prevents delays in fulfilling orders, avoids lost revenue, and strengthens customer relationships. Optimizing your production schedule, negotiating better terms with suppliers, and ensuring you have the right inventory on hand to meet customer orders become possible.
Staying Agile and Ready for the Unexpected
Cloud-based AI solutions give your business the flexibility to scale up or down as needed. Whether demand surges unexpectedly or market conditions shift, cloud infrastructure allows you to adjust operations without massive upfront costs or delays. Agility is everything when uncertainty strikes, and businesses that can pivot quickly will always have the upper hand. How We Can Help
At KPI Digital, we understand that uncertainty is a constant in business. But with the right approach, your data and AI can help you navigate challenges and even uncover new opportunities. We partner with you to ensure these tools solve your specific business problems. Our hands-on approach focuses on breaking down data silos, modernizing your analytics, and integrating AI-driven automation. We’ll help you cut through the noise and build a data strategy that strengthens your business. Ready to proactively address uncertainty? Contact us today.
Jessy-Kate Fournier
Jessy-Kate, Solution Architect and Pre-Sales Director at KPI Digital, specializes in Data Architecture, BI, AI, and Advanced Analytics. She drives innovation and data-driven transformation across North America, leading projects in Manufacturing, Supply Chain, Sales, and Marketing to deliver measurable business results.
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