The emergence of artificial intelligence has revolutionized the way businesses are run. It has affected every aspect of business planning including demand, supply, and logistics. Two key objectives of demand planning are to grow and manage demand to maximize revenue and profit. In this article I dive into the role of artificial intelligence in achieving these objectives, by both sensing demand and shaping demand, so that we have clear understanding of what we will sell and the ability to move demand according to our supply constraints. This demand shaping brings demand planning closer to marketing, with AI powering sophisticated target marketing that drives efficiencies in supply chain and has the potential to really improve ROI.