Difficult Times Demand Transformational Action

A conversation with Bernie Brennan, Chairman of Digital Wave Technology.

Economic risk, tariff negotiations, and global trade clashes have created a complex landscape for U.S. businesses. Fortunately, the progress announced on May 12th indicates significant progress toward providing tariff opportunities between the U.S. and China. The details are at work, and there is a very positive reaction. Yet, this is a 90-day, temporary plan, and many small businesses — the heartbeat of the U.S. economy — are working diligently to stay afloat. The prevailing sentiment is one of caution, mixed with anxiety.  

That hesitation can be costly. But as history shows, companies willing to adapt during times of disruption don’t just survive—they lead. 

We sat down with Bernie Brennan, Chairman of Digital Wave Technology, former Chairman of the NRF, and a veteran executive in retail and technology innovation, to explore how businesses can break through uncertainty – and why native AI is the next strategic leap forward. 

Q: Bernie, how are recent tariff negotiations and global trade tensions impacting business decision-making today? 

Bernie Brennan: What we’re seeing is that tariff negotiations and global trade tensions have created a complex, high-stakes environment. The recent progress in tariff talks with China, for example, gave companies a brief sense of relief—but it's temporary. A 90-day deal isn't long-term stability. That kind of short-term clarity fuels deeper uncertainty. 

And for small and mid-sized businesses—the heartbeat of our economy—this creates a kind of paralysis. They’re working hard to survive, but they're anxious, cautious, and waiting. That’s dangerous. In this environment, waiting is not a strategy. The companies that thrive are the ones that move forward decisively. Waiting leads to missed opportunities. That’s why omnichannel transformation, particularly with native AI, is the most effective path forward. 

Q: You’ve pointed to omnichannel as a past example of acting early. What can we learn from it? 

Bernie: Omnichannel was a real-world proof of concept for how companies can adapt under pressure and come out stronger. Businesses that committed to it built flexible supply chains, scalable tech platforms, and customer centric experiences. But what made the difference? Strong leadership—people who recognized the urgency and invested accordingly. 

And the results were dramatic: 

• Omnichannel retailers grew revenue 3x faster than those using traditional models 

• Customer retention hit 89% vs. just 33% for non-adopters 

• Operational efficiencies soared 

The omnichannel market is expected to grow from $7.8 billion in 2023 to $19.5 billion by 2030. That’s not just a trend—that’s a transformation. The takeaway is clear: companies that acted didn’t just survive, they outperformed. 

Q: Where should companies focus next? 

Bernie: The next frontier is native AI. Think of it as the evolution beyond omnichannel. Where omnichannel unifies the customer experience, native AI unifies and automates decision-making across the enterprise. When I refer to native AI, I’m not talking about a bolt-on that adds limited value. I am referring to native AI which is fully baked into the architecture of the platform delivering real-time intelligence, agility, and efficiency. That’s crucial in today’s fast-paced, data-driven world. 

At Digital Wave Technology, we’ve built the ONE℠ Platform, our native AI rapid application development MDM platform from the ground up with native AI and GenAI. The platform also includes Agentic AI to enable autonomous execution across complex workflows, and a Data Science Studio, where companies can build, test, and deploy solutions rapidly—all without long dev cycles. 

Q: What does that mean for CPG and retail executives on the ground? 

Bernie: It means faster execution, sharper insights, and the ability to scale without scaling your teams. For example, imagine generating brand-right product content or pricing strategies in minutes, not weeks. Or using AI to fine-tune inventory and assortment plans in real time. 

And most importantly, it gives companies resilience—the ability to pivot when markets shift, respond to changes quickly, and continue growing with AI-driven insights. Just like omnichannel gave companies the agility to handle the pandemic, native AI will give them the agility to handle what’s next—whether it’s tariffs, inflation, or something we haven’t even seen yet. 

Q: For leaders ready to get started, what does the roadmap look like? 

Bernie: It starts with learning from the past—waiting doesn’t work. From there: 

• Identify your biggest challenge: Focus AI where it will deliver the most impact 

• Partner with a proven expert: You need a fully unified platform—one database, rapid development, and AI embedded across all solutions 

• Use AI for efficiency and revenue: Drive margins, reduce manual work, and scale faster 

• Leverage machine learning and data science: Stay ahead with data-driven decisions and quick iterations 

• Consolidate your data: A single view reduces redundancy and cost and provides a unified business view 

It’s not about doing everything at once—it’s about making your first smart move and then building on it. 

Q: Final takeaway? 

Bernie: Tariffs may paralyze trade, but native AI empowers action. The companies that acted early on omnichannel are thriving today. Native AI presents the same kind of moment. If you’re not building for adaptability and scalability, you’re falling behind.  

The time to act is now – partner, plan, and execute. 

Let’s talk about how we can help you move forward.