NACS Show 2025
  • Conference: October 14-17, 2025
  • Expo: October 15-17, 2025
  • Chicago | McCormick Place
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The Human Element of AI: Overcoming Resistance to Innovation in the Age of Intelligent Technologies

Format: Case Study Case Study
General topic presenting lessons learned start to finish.
Format: Expert-Expert Interview Expert-Expert Interview
Replaces fireside chat or single presenter format. Must be known industry expert or presentation of robust data.
Format: Ignite Ignite
Slides run automatically keeping speaker pacing. Keeps session moving.
Format: Kaleidoscope Kaleidoscope
One topic through the eyes of different functional teams (e.g. supply chain, store ops, frontline, finance, etc.)
Format: Lightning Lightning
Moderated Q&A with small panel with efforts to drive diverse perspective; after 3 minutes on question, buzzer sounds and move to next question; forces people to be brief and clear on answers.
Format: Masterclass Masterclass
Single topic session which is a solo presenter and acts more like an university lecture. Must include multiple media, audience interaction, etc.
Format: Great Debate: Point Counterpoint Great Debate: Point Counterpoint
Facilitator stimulates point/counterpoint debate on key industry topic.
Format: Roundtables Roundtables
Facilitated discussion. Limited use of slides or video to set-up topic.
Format: Think You Know Me? Think You Know Me?
One group is polled on a topic, and then the other has to guess the outcomes, as a stimulant for discussion.
Format: Workshop Workshop
Traditional small group classroom style format.
Technology
Format: Masterclass Masterclass

In today’s business landscape, the emergence of generative and agentic AI presents unprecedented opportunity, yet also faces deeply entrenched resistance. While most executive teams focus on showcasing AI’s value—efficiency, scalability, and competitive edge—these traditional, value-based approaches often overlook a critical truth: value alone doesn’t drive adoption.

In this session, Kellogg Professor and Wall Street Journal bestselling author David Schonthal will draw on insights from his book, The Human Element, and explore why organizations and individuals resist change, even when the benefits are obvious. Through the lens of Friction Theory —which shines a light on the hidden forces that oppose innovation—participants will gain a practical framework for understanding and overcoming the human barriers to technological transformation.

Delivered at the intersection of behavioral science and strategic innovation, this session challenges conventional thinking around how new technology is best introduced into organizations, and offers corporate leaders a roadmap for driving adoption with empathy, ease, and understanding.

October 14, 2025

2:00 PM - 3:00 PM CDT



Add to Calendar 10/14/2025 2:00 PM 10/14/2025 3:00 PM America/Chicago NACS Show Education Session - The Human Element of AI: Overcoming Resistance to Innovation in the Age of Intelligent Technologies

In today’s business landscape, the emergence of generative and agentic AI presents unprecedented opportunity, yet also faces deeply entrenched resistance. While most executive teams focus on showcasing AI’s value—efficiency, scalability, and competitive edge—these traditional, value-based approaches often overlook a critical truth: value alone doesn’t drive adoption.

In this session, Kellogg Professor and Wall Street Journal bestselling author David Schonthal will draw on insights from his book, The Human Element, and explore why organizations and individuals resist change, even when the benefits are obvious. Through the lens of Friction Theory —which shines a light on the hidden forces that oppose innovation—participants will gain a practical framework for understanding and overcoming the human barriers to technological transformation.

Delivered at the intersection of behavioral science and strategic innovation, this session challenges conventional thinking around how new technology is best introduced into organizations, and offers corporate leaders a roadmap for driving adoption with empathy, ease, and understanding.

Speakers

David Schonthal

Professor of Strategy, Innovation & Entrepreneurship
Kellogg School of Management

David Schonthal is an award-winning Professor of Strategy, Innovation & Entrepreneurship at the Kellogg School of Management where he teaches courses on new venture creation, design thinking...
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