Where is automation right and wrong for operators?
Underestimating digital impact is dangerous. Your customers are already using AI and a digital environment to inform their decision making (discover, search, locate, buy, post purchase). In 2026, operators are on trend to make even bigger sweeping changes towards an automated experience. For example, Outback’s CEO, Elizabeth Smith, says her brands app will “solve a lot of pain points; it’s going to allow you to virtually check in to see where you are on the wait list, pay at the table, and go.”
At the same time, when does an app or a digital experience lose the customer? Consider Starbucks, an all-in-one rewards, payment program, with high awareness and adoption. Adoption is high for QSR where speed is everything, but casual dining has experienced only marginal success, with customers reporting the lack of human touch as jarring.
Who is investing and who is watching what happens?
49% of retail executives are investing in pilots, while another 22% are starting to scale. For comparison, four years ago, pilots were stagnant at 2%. Today, the majority of AI investments are in operations and marketing, with dollars trailing in supply chain and R&D. The big key to pilot success reported is ensuring in advance the minimal viable infrastructure required for these initiatives and this it exists on premise. The most staggering takeaway? Revenue spent on IT is a percentage point higher, while revenue diverted from IT to AI is up to 64%.
What tech is making a financial impact?
Solutions and software that provide immediate ROI, or that are already included in their tech ingredient list. High on that list is service level technology that reduces consumer friction and levels up existing infrastructure, such as in-store systems that increase speed and accuracy at the checkout or reduce time to market for a marketing campaign.
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