As access to advanced AI continues to further democratize and commodify software development, retailers are entering a world where employees can create applications, automations, and intelligent agents around their own workflows and unique needs with unprecedented speed. That shift changes where technology value resides. With software easier to build and customize, the quality of the telemetry data informing the system becomes the fundamental value. For retailers, accurate real-world telemetry is becoming an increasingly consequential source of operational intelligence, shaping decisions across stores, assets, inventory, and workflows. This session will explore why the next competitive priority is ensuring telemetry data is accurate, timely, secure, and trustworthy enough to support an increasingly AI-enabled enterprise.