JDA Software is changing its name to Blue Yonder as part of a rebranding initiative to reflect its move to the cloud.

JDA acquired artificial intelligence (AI) and machine learning (ML) specialist Blue Yonder in August 2018, and says the name change also supports the massive impact of these technologies across the supply chain, logistics and retail markets. 

Blue Yonder's AI/ML technology powers the company's Luminate end-to-end, digital fulfilment platform, which synchronises forecast, warehouse and transportation execution labour and delivery across multiple channels.

This helps companies better predict, plan, manage and optimise the inventory and labour required to deliver the right product, at the right price, at the right time, to the consumers' channel of choice.

"After great contemplation and research, we have come to the conclusion that our company brand needs to reflect the major transformation that our business has undergone in recent times. We have outgrown the name and it is time for us to rename the company," says Girish Rishi, chief executive officer, Blue Yonder.