At Tuesday’s lunch at the 2026 NRTA Conference in Tucson, AZ, Kevin Hewitt, Senior Director, New Business Initiatives at ICSC, will share groundbreaking research and findings on how technology is reshaping commerce like we’ve never seen before. Here is just a small snapshot of what to expect at this session:
If you’re not up to date on the latest AI applications in our industry, you might have some catching up to do before this session on Tuesday (be sure to attend the AI education sessions available on Monday & Tuesday of this year’s conference!).
While this wave of AI evolution and application seems to be growing daily, ICSC in partnership with McKinsey have found that what’s even more important is how we as a society respond to these technological changes, both on the business and the consumer side.
While the 2025 ICSC Industry Update session focused on the economic and market metrics driving commercial real estate, this year’s session will instead focus on the key technologies that are reshaping commerce and the implications that result for digital and in-store retail and real estate.
A few key topics that will be covered this year in Tucson include:
- How AI is transforming the way consumers discover, research, compare, and purchase products
- The changing role of physical stores in an increasingly digital and AI-driven shopping journey
- How consumer expectations and shopping behaviors continue to evolve
- The emergence of convenience-driven versus discovery-driven retail experiences
- What retailers are doing to adapt their stores, operations, and customer experiences
- How shopping centers and retail destinations can remain relevant and competitive in a rapidly changing landscape
- The opportunities and challenges AI presents for both retailers and commercial real estate owners
While much is to be gained by learning more about the actual AI models and how to ethically and effectively utilize them in the workplace, this session aims to focus more on the results of these models being used by businesses and consumers, and what these uses mean for changes in the customer buying experience.
Technology isn’t replacing physical retail, but it is fundamentally changing how consumers interact with brands and raising the bar for what physical retail must deliver to remain relevant.
I look forward to joining you this year at the 2026 NRTA Conference! If you have a question you’d like me to address during my session, please submit it using the form on this page.
Kevin Hewitt is Senior Director, New Business Initiatives at ICSC, where he leads strategic growth initiatives, new product and service development, industry partnerships, and emerging event platforms designed to advance the marketplaces industry. With more than two decades of experience across retail operations, luxury and premium brands, and commercial real estate, Kevin has held leadership roles with Leica Camera, Turnbull & Asser, Brioni, and Brooks Brothers before joining ICSC. Today, he focuses on creating innovative opportunities that connect retailers, landlords, developers, investors, and technology leaders, including the recent launch of ICSC+PROPTECH.