Nike's acquisition of Celect is the most recent example of another big bet by a retailer on the promise of A.I. to improve demand forecasting and inventory planning. 

But while A.I. will make better predictions than humans, humans are still in control of the final operational and financial decisions of how much to buy. Without a different human/A.I. decision making and operating model, my prediction is that short-term improvements will underwhelm Nike's expectations.