“ You have to understand: AI is technology. It will never replace head or heart.”

At the 2025 Women in Retail On the Road: Columbus event earlier this fall, Suzanne Kiggin, senior vice president of operations at American Signature Inc., emphasized artificial intelligence’s power to enhance work without replacing human jobs. Kiggin shared her opinion on the disruptive technology during a panel with three other powerhouse women: Susan Oguche, former executive vice president, chief communication officer, Cleveland Cavaliers; Megan Dineen-Kistner, general merchandise manager, senior vice president, intimates, Victoria’s Secret & Co.; and Jacqueline Ardrey, former CEO, Vera Bradley, Inc.

Moderator Nichole Barnes Marshall, founder and CEO of Marshall Matters, then turned the discussion to Ardrey and Oguche. Ardrey is focused on reducing employee fear about the emergence of AI.

“ AI is built into so many of the SaaS tools we already have, and I think we just forget that that’s all existing. It’s all part of our daily lives. You can use those examples to reduce the fear.”

From Oguche’s perspective, AI provides tremendous opportunity to amplify storytelling and communications.

“How does the chatbot get information about who you are, what you value, why a consumer should choose you over someone else? It’s based on media, it’s based on storytelling. So I think there’s a really huge opportunity.”

Women in Retail Leadership Circle members can view all session recordings from the 2025 On the Road events coming soon here.