Keeping Commerce Human: A Conversation from NRF 2026
We were excited to sit down with a true retail legend at NRF 2026—someone who has been attending the National Retail Federation Big Show for over two decades.
After 22 NRF events and nearly three decades working at Microsoft, ShiSh has seen retail evolve through every major technology shift—from early digital commerce to today’s AI-powered experiences.
So we asked the real question:
What is the one problem retail still hasn’t solved—and how do we keep commerce human in a digital-first world?
The Problem Retail Still Struggles With
Despite massive innovation in e-commerce, automation, and AI, one thing remains unresolved:
how to scale technology without losing the human connection.
According to ShiSh, commerce has always been fundamentally human. Technology should enhance trust, understanding, and relationships—not replace them.
That philosophy sits at the core of how the future of retail should be built.
A New NRF Interview Series
This conversation is part of our new NRF interview series, where we sit down with the people shaping the future of:
- Retail
- Technology
- AI-driven commerce
ShiSh currently leads global retail startups at Microsoft, working closely across both startup and enterprise ecosystems. His long-term perspective offers rare insight into where retail is heading—and what really matters along the way.
Why This Resonates with Us at GetBee
At Getbee, we couldn’t agree more.
Commerce isn’t just about transactions.
It’s about conversations, trust, and real human interaction—especially as AI and automation continue to scale.
The challenge ahead isn’t whether retail will become more digital.
It’s whether it can stay human while doing so.
Join the Conversation 👇
What should we ask next?
What do you want to learn more about when it comes to retail, AI, and the future of commerce?
Drop your thoughts in the comments—we’re listening.
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