There is an explosion of compelling and powerful technologies that are increasingly accessible to retailers.  However, there is sometimes a notion that “the tool” itself is the solution.  It is not.

Human beings, with talent and creativity, working together in a system of culture and processes more than ever must astutely assess and respond to complex situations.  In the example below, the AI tool can provide tremendous inputs to those who understand how to leverage them and blend with other factors in making decisions.  It would not have saved Lululemon from the PR hit.  Because they knew already.  The fail was in the decision-making culture.

https://biv.com/article/2018/07/retailers-peer-future-marketing-artificial-intelligence

What is understated today is the commitment needed in the ‘soft skills’ of leadership, change management, creativity, critical thinking and systems thinking.  Those are the signals we look for in assessing retailers for ‘future proofing’ – much more than simply investment in innovations.

Do you agree? Is this a priority for your Team? What other soft skills are you focused on?  What are the most challenging to master as an organization?