Unlocking Real AI Value: A Candid Conversation with Bernie Brennan

A Conversation with Bernie Brennan of Digital Wave Technology℠

Navigating the Future: Unlocking Real AI Value in Retail and Consumer Brands

As AI and Generative AI reshape the retail and consumer goods industries at breakneck speed, many executives are grappling with a critical question: How do we distinguish true value from hype? To help unpack this, we sat down with Bernie Brennan, Chairman of Digital Wave Technology℠, a veteran leader in retail, technology, and innovation and former Chairman of NRF.

In this exclusive conversation, Bernie shares his insights on how companies can create winning AI strategies, why data readiness is non-negotiable, and how Digital Wave Technology’s℠ ONE™ Platform delivers a foundation for meaningful, long-term success.

Q1: Bernie, AI is the buzzword everywhere today. What's your advice for leaders who are trying to make sense of all the noise?

Brennan: It’s easy to get caught up in the buzz. My advice? Focus on outcomes. AI isn’t valuable just because it's AI. It is extremely valuable when it solves real problems, drives real efficiencies, and fuels growth in sales and margin. Leaders should start with their business goals and work backward: What are we trying to improve? What decisions need to be faster or smarter? Then ask: How can AI help? Stay grounded in the value.

Q2: You talk a lot about "AI readiness." What does that mean, practically?

Brennan: AI readiness starts with fully integrated data. If you don’t have clean, unified, trusted data, your AI initiatives won’t succeed—period. Companies need a strong foundation for Master Data Management. It’s what ensures AI models are making decisions based on reality, not flawed or fragmented information. That’s why our ONE™ Platform is built around an MDM core, integrated with a PIM. If you want trustworthy, actionable AI, you need trustworthy data first.

Q3: Many companies say they have AI capabilities. How can business leaders tell the difference between surface-level AI and truly embedded AI?

Brennan: Look under the hood. Is AI integrated into the workflows, making recommendations, automating tasks, predicting outcomes? Is it strategic, not just a separate tool that requires extra steps? True AI is part of our ONE™ Platform DNA. At Digital Wave, our AI isn’t an add-on. It’s native and embedded in everything—from automated product information to dynamic pricing strategies. It works seamlessly, and that’s when AI becomes transformational.

Q4: How can companies balance the need for innovation with the realities of budgets and risk?

Brennan: The key is scalability. You don’t have to overhaul everything overnight. Start with high-impact areas where AI can drive immediate wins—pricing optimization, assortment decisions, content generation. Then build from there. With platforms like ONE™, you're not locked into one narrow use case. You can scale at your pace while innovating fast.

Q5: For retailers and brands, what’s the biggest risk right now when it comes to AI?

Brennan: Waiting too long or investing in the wrong foundation is an enormous risk; painful mistakes learned by many dealing with omnichannel. If companies delay AI, they risk falling permanently behind competitors who are already learning, adapting, and improving. Also, jumping in without the right data foundation or extensibility will impede you from being competitive. Leaders need to move smartly—strategically—and partner with technology companies that think long-term.

Q6: What leadership mindset is essential for succeeding with AI today?

Brennan: Optimism, vision, and agility! Leaders need to move quickly but also stay grounded in a clear strategic direction. AI opens incredible possibilities, but without focus, it’s easy to chase trends without delivering real value. The companies that will win are the ones whose leaders are adaptable, forward-thinking, and ready to rethink how their businesses operate with AI at the core. That’s also why we focus at Digital Wave Technology℠ on delivering rapid development solutions—so our customers’ platforms can evolve alongside their needs. When your technology grows with your strategy, you can lead confidently through whatever changes the market brings.

Q7: How important is speed in today’s AI and retail environment?

Brennan: Speed is critical—not just speed of execution, but speed of decision-making. The companies that are thriving are those that can react to new trends, changing consumer behavior, and competitive pressures in real time. AI, when built into the foundation of a platform like ONE™, enables faster insights, faster adjustments, and ultimately, faster innovation. In today's market, slow is the same as falling behind.

Q8: Where do you see the biggest opportunities for AI in retail and consumer brands right now?

Brennan: One major opportunity is unlocking hidden value in data. Most companies are sitting on a goldmine of information they’re not fully leveraging whether it’s consumer behavior data, product performance data, or competitive intelligence. AI can tap into that to power smarter pricing strategies, better assortment planning, personalized content, and more. Those who harness their data effectively with AI will find new ways to grow profitably.

Q9: Some leaders worry that AI will replace people. How do you view AI’s role in teams?

Brennan: AI isn't about replacing people; it’s about augmenting them. The right AI strategy frees up teams from repetitive, manual tasks so they can focus on higher-value work like strategy, creativity, and innovation. At Digital Wave, we view AI as a force multiplier for human talent. It's about working smarter together and empowering your team with the time to drive growth.

Q10: What should companies look for when choosing an AI technology partner?

Brennan: Look for a partner who understands your business, not just the technology. Choose someone who can scale with you, who has a native AI approach within their platform, and who has a proven track record of innovation. At Digital Wave, we’ve built our solutions with flexibility and extensibility at the core because we know our customers’ needs will keep evolving. You need a partner who's evolving right alongside you—and helping you lead.

In today’s fast-moving environment, the ability to leverage AI intelligently will separate the leaders from the laggards. As Bernie Brennan emphasized, success isn’t about chasing every new trend. It’s about building a strong foundation, scaling with agility, and partnering for sustainable growth. With Digital Wave Technology’s℠ ONE™ Platform, organizations have the tools they need to transform faster, operate smarter, and create lasting competitive advantage.

Ready to unlock real AI value? Schedule a demo today.