AI gets real: pilot projects to performance at scale with Doug Haugh and Jeff Rubin

Artificial intelligence may be everywhere on the trade show floor, but in convenience and fuels retailing, 2026 is shaping up to be the year it moves from promise to proof.

In this episode of the Future of Convenience podcast, industry veterans Doug Haug, formerly with Parkland and current chairman at NewTide.ai, and Jeff Rubin, formerly with Shell and Motiva and current senior vice president – fuels at Upside, joined host Dan Munford at NRF 2026 to explore how AI is being deployed across supply, trading, distribution and retail and why the industry’s traditionally cautious approach may actually be an advantage.

For Haugh, who has spent more than two decades across refining, supply and store operations, the shift is tangible. “I think 2026 is going to be a kind of a ‘make it real’ year for most of the industry,” he said. After years of pilots and experimentation, operators are now focused on practical use cases that deliver measurable returns. Rather than chasing hype, leading companies are starting small, solving “boring but useful” problems that pay for themselves before scaling.

Rubin, reflecting on nearly four decades in the industry, sees momentum building from a different angle. “There’s been more advancement in terms of technology in the last five years than the previous 20 years,” he noted. Data is more accessible, tools are more powerful and competitive pressure is mounting. With fuel demand flattening in many markets, growth increasingly depends on operational efficiency and taking share from competitors.

The conversation moved beyond technology for technology’s sake. Labor, execution and consistency remain the defining challenges of convenience retail. AI’s true potential, Haugh shared, lies in augmenting teams, reducing friction, eliminating noise and allowing store associates to focus on customers. The result could be quieter operations, fewer stockouts and stronger engagement at the counter.

From digital workforce tools and workflow automation to AI-driven coaching at the POS, the episode offers a grounded look at how innovation can support, not disrupt, day-to-day operations. It also explores consolidation, global technology trends and the evolving competitive landscape shaped by EV adoption and changing consumer behavior.

The Future of Convenience podcast features senior retail executives and experts from across the global convenience and mobility industry, delivering practical insights and forward-looking perspectives on the trends shaping the market. New episodes are available every other Tuesday on all available podcast platforms including Apple, Spotify, and Google.

Be sure to subscribe to The Future of Convenience on your favorite podcast platform. New episodes are released every other Tuesday and can be found wherever you find your favorite shows.