Former Best Buy CTO Brian Tilzer Explains Retail’s Third Wave of AI | WRC 2026

In this Omni Talk Retail interview, recorded live from World Retail Congress 2026 in Berlin, Chris Walton speaks with Brian Tilzer, former CTO and CDO of Best Buy and current Board Member at Signet Jewelers, about why AI represents retail’s “third major technology wave” and what retailers can learn from the ecommerce and mobile revolutions that came before it. Drawing on leadership experience across Best Buy, CVS Health, Staples, and now Signet Jewelers, Brian explains why the retailers that win with AI won’t simply use it to drive efficiency, but instead to create more human, personalized, and responsive customer experiences. The conversation explores how AI can help retailers better understand customer intent, empower frontline employees with richer information, and accelerate decision-making across the organization. Chris and Brian also discuss why traditional retail planning cycles may no longer move fast enough for the pace of AI innovation, how adaptive cross-functional operating models are becoming essential, and why testing, learning, and iteration will define the next generation of retail leaders. Throughout the conversation, one theme remains clear: AI may transform retail operations, but human connection will remain the industry’s greatest differentiator. Key Topics Covered: • Why AI represents retail’s “third major technology wave” • Lessons retailers can learn from ecommerce and mobile transformation • How AI can create more human customer experiences • Why frontline employees become even more important in an AI-driven world • The role of AI in understanding customer intent and personalization • Why retailers need faster planning and decision-making cycles • How adaptive operating models will shape future retail organizations • Why testing, learning, and iteration matter more than ever • The importance of combining digital, physical, and human retail experiences • How AI can help retailers solve long-standing operational challenges Thank you to Vusion for supporting Omni Talk Retail’s live coverage from Berlin. #WorldRetailCongress #WRC2026 #OmniTalkRetail #AIinRetail #RetailInnovation #RetailTechnology #CustomerExperience #FutureOfRetail #DigitalTransformation #RetailLeadership