Accelerating in Retail with Generative AI
Margins are tight, customer journeys are complex, and the pressure to deliver value at every moment has never been higher. For the fuel and convenience retail sector, 2024 marked a tipping point — the year generative AI moved from pilot projects to production systems that optimise every detail of the forecourt and retail environment.
It was this shift that set the stage for a recent panel discussion at forecourttech ’25 led by Matthijs Machielse, CTO at BigBrother. The panel brought together innovative leaders from Shell, omis, and Locatium.ai, to explore the benefits of generative AI in the real world.
“Generative AI isn’t a magic trick that solves every problem,” Matthijs opened. “It’s a powerful tool — but it demands clean data, clear goals, and strong human oversight.”
The panelists agreed. Shell’s Global Digital Technology Advisor Karthik Vanka described generative AI as “human ingenuity with machine confidence,” capable of transforming productivity but only when backed by solid governance and secure, high-quality data. omis’
Blaise Nzonde likened it to “a smart intern who never sleeps — but who needs good supervision and good data.”
The panel laid out a range of real-world examples: maintenance issues logged through voice and image prompts now generate automatic, accurate reports; marketing assets that once took weeks can now be created in minutes; and data models that once required months of manual work can now guide strategic decisions in real time.
“Generative AI is a way to transform raw, fragmented data into investment and business decisions,” explained Fernando Carrasco CEO and Co-founder at Locatium.AI.
Still, every innovation hinges on collaboration. “Innovation is about connecting the dots,” Karthik noted. “And connecting those dots isn’t possible without true collaboration across teams, companies, and industries.”
The principle of industry-wide collaboration lies at the heart of BigBrother’s philosophy. For 30 years, the company has been turning data and security into actionable insight — helping retailers and mobility operators transform challenges into opportunities. BigBrother’s Watch-it platform integrates data from across operations to deliver visibility, efficiency, and foresight.
As Matthijs put it, “Security isn’t about watching — it’s about seeing. Seeing patterns, opportunities, and possibilities for better performance.”
Generative AI will only accelerate from here, but the future belongs to those who pair technology with expertise, and data with purpose.