Most people rarely stop to ask: what is procurement, really?
Yet behind nearly every product, service, and global company is a network of decisions, negotiations, partnerships, and problem-solving that keeps business moving forward. From supply chain disruptions to rising costs and international cooperation, procurement has become one of the most important parts of modern business.
To better understand how the profession is evolving, we spoke with Zuzana Brijova, a procurement leader with more than 20 years of international experience in procurement, contracts, and ESG sustainability. She shares her insights on how the industry has changed, the challenges companies face today, and the human skills that remain essential in an increasingly complex world.
What Procurement Really Means Today
When people ask, “What is procurement?”, they often picture purchasing products, negotiating prices, or running tenders. According to procurement leader Zuzana Brijova, that perception is increasingly outdated.
Today, procurement plays a key role in managing risk, strengthening supply chains, and supporting long-term business strategy. Recent years have only increased its importance.
“Being in procurement in 2026 is only for those who can stay calm under pressure and navigate constant change,” says Brijova. “Procurement is no longer just about prices and tenders. The world can change overnight, and those who have the courage to adapt are the ones who make a difference.”
Businesses can no longer focus solely on cost. Contractual certainty, supplier reliability, and risk mitigation have become equally critical.
“Companies that fail to secure strong contracts risk not only higher costs, but also disruptions in the availability of goods and services,” Zuzana explains.
Why Procurement Has Become More Complex
Procurement teams must also navigate a growing list of responsibilities. ESG requirements, due diligence obligations, carbon footprint reporting, and sustainability expectations are now part of everyday decision-making.
“These are no longer ‘nice-to-have’ initiatives,” says Zuzana. “They have become mandatory business criteria.”
The challenge is that even the most carefully planned forecasts can be disrupted without warning. Commodity prices may be modeled using global indexes and market benchmarks, yet unexpected events can change everything within days.
“A pandemic, a war, trade embargoes, rising fuel prices, or increasing energy costs can completely reshape the situation.”
That is why modern companies need more than a procurement process focused on purchasing. They need risk analysis, alternative suppliers, long-term partnerships, and plans for both best-case and worst-case scenarios.
As Brijova puts it, “Businesses need to know not only how much they will pay, but also whether they will be able to secure the required goods and services at the right quality and at the right time.” In a world defined by uncertainty, procurement has become one of the key functions that helps companies prepare for whatever comes next.
When Procurement Becomes Challenging
Procurement becomes most important when things go wrong. Supply chain disruptions, inflation, wars, and rising energy costs have shown that businesses need more than low prices. They need reliable suppliers and confidence that critical goods will arrive on time and in the right quality.
“One of the biggest challenges facing international companies today is transforming procurement from a purely price-focused function into a strategic business partner,” says Zuzana Brijova. “It is no longer just about negotiating the lowest prices and managing tenders. Procurement must also be able to respond to intense cost pressures while ensuring continuity of supply and effectively managing risks.”
This requires a much broader perspective than many people realize. Decisions are often made in an environment where conditions can change within days—or even hours.
“It is essential to understand the broader macroeconomic environment, respond flexibly to market volatility, adapt to rapidly changing regulations, and build resilient supply chains.”
The pressure becomes even greater when companies are expected to balance competing priorities. Costs must be controlled, but quality cannot suffer. Deliveries must arrive on time, but risks must also be minimized.
As global markets become increasingly complex, procurement is no longer simply a support function operating behind the scenes. It has become a key contributor to business stability, helping organizations navigate uncertainty while creating long-term value.
“At the same time, the importance of innovation, digitalization, and AI continues to grow, enabling more effective decision-making, greater transparency, and the creation of long-term value,” says Zuzana Brijova.
Procurement Then vs. Now
If someone stepped into a procurement role 15 years ago and returned today, they would find a very different profession.
Traditionally, procurement focused heavily on cost reduction, supplier selection, and contract negotiations. Success was often measured by securing the best possible price. While those responsibilities still matter, today’s procurement leaders operate in a far more complex environment.
“Negotiation in international business has changed significantly in recent years,” says Zuzana Brijova. “Today, it is no longer just about price. Companies must also focus on the availability of raw materials, managing minimum and maximum inventory levels, and actively identifying alternative suppliers.”
The shift reflects a broader change in business priorities. Recent global crises have highlighted the importance of resilience, forcing companies to think beyond short-term savings. ESG requirements, supply chain stability, and risk management have become central parts of procurement strategy.
“Topics such as ESG and supply chain resilience have become increasingly important, particularly in the wake of recent global crises,” Brijova explains. “Suppliers often have greater leverage than before, shifting the balance of power and requiring a more strategic and flexible approach to negotiation.”
How Technology and AI Are Transforming Procurement
Technology is also reshaping the profession at an unprecedented pace. Procurement is becoming increasingly data-driven, with companies using digital tools to improve visibility, forecast market developments, and make more informed decisions.
“Technology, automation, and AI are fundamentally transforming procurement, shifting it from an operational function to a digitally driven and data-oriented business partner,” says Zuzana.
Automation is taking over routine tasks, while AI helps predict price trends, identify supply chain risks, and support decision-making. As procurement becomes more data-driven and connected to digitalized production, technology is playing a bigger role than ever before.
Yet despite these advances, some aspects of procurement will remain deeply human.
“AI will certainly replace part of the operational workload. However, the human factor will remain irreplaceable. Skills such as negotiation, relationship building, strategic thinking, and the ability to navigate uncertainty will continue to be essential.”
As AI becomes more common, transparency, accountability, and responsible use are becoming increasingly important.
Today, successful procurement professionals combine technology, data, relationships, and strategic thinking to help their organizations navigate a complex world.
Negotiation, Relationships, and Human Skills
Technology matters, but international business is still deeply human. Successful procurement depends on trust, communication, and strong relationships—especially when people from different cultures and backgrounds work together.
“Working in a global environment has taught me a great deal about people and communication, particularly when it comes to cultural differences,” says Zuzana. “Although English is often considered a universal language, people perceive and use it in different ways. That is why it is so important to understand and respect cultural differences.”
For professionals working across borders, cultural awareness is an important business skill. Understanding how different cultures approach communication, decision-making, feedback, deadlines, or negotiations can prevent misunderstandings and strengthen professional relationships.
One practical lesson is to avoid assuming that everyone communicates in the same way. Some cultures value directness and speed. Others place greater emphasis on relationship-building and consensus before making decisions. Taking the time to listen, ask questions, and understand different perspectives can often prevent costly mistakes.
For readers interested in developing their global communication skills, Brijova recommends The Culture Map by Erin Meyer, a widely respected book that explores how cultural differences influence business interactions around the world.
Technology may help us communicate faster than ever before. But successful international business still depends on something much older: the ability to understand people.
What Zuzana Brijova Would Like Women in Action Readers to Know
After more than two decades of international experience, Zuzana Brijova’s advice is refreshingly straightforward:
“My advice would be not to be afraid. Learn languages, continue educating yourself, and have the courage to grow and invest in your own development. I believe that family is not a barrier to success.”
