Why human intelligence is the key that unlocks AI’s potential
Commercial real estate is buzzing with discussions about the AI revolution, from agents that underwrite deals in seconds to platforms promising to put the entire leasing lifecycle on autopilot. Headlines proclaim the “End of the Expert.”
At Centennial, we see things differently, especially when it comes to how this technology creates value for our partners. As we gather at ICSC Las Vegas to discuss the advancements in Prop-Tech, I want to offer a counterintuitive truth.
The more sophisticated our technology becomes, the more valuable the human element. AI is a powerful tool, but a tool nonetheless. Its real power is unlocked only when the people wielding it are trained, guided, and empowered to use it to its fullest potential.
That’s where the true differentiator lies. Companies that invest only in technology will find diminishing returns. The ones that invest equally in their people, building the knowledge, habits, and instincts to embrace AI, are the ones that will distinguish themselves.
For our partners, that means the difference between a reactive operator and one who’s three moves ahead. This forward-looking approach comes from operating every asset with an ownership mindset.
Still a relationship-driven business
Our AI strategy operates on two fronts. Internally, we use technology to make our team more efficient and strategic. Externally, where clients see direct impact, we deploy AI-powered tools that translate into traffic, sales, and competitive advantage for our centers’ retailers. Both are grounded in the same belief: this is still a relationship-driven business. Technology doesn’t replace that. It means our people show up to every conversation faster, sharper, and better-prepared.
While many in our industry are theorizing about AI’s potential, Centennial is already seeing what it looks like in practice. Our SHOP NOW platform, developed with Adeptmind, uses AI and machine learning to connect real-time consumer search intent directly to in-center inventory, generating thousands of localized landing pages that surface our retailers in Google and AI-powered search results. A shopper searching “where to buy spring dresses in San Diego” now finds items available at a Centennial property five miles away, not Amazon.
Machine learning identifies trends in real time, and our team layers in human curation to ensure quality and relevance. The result is more foot traffic, more intent-driven shoppers, and more sales for our retail partners — particularly among Gen Zers, who value immediacy over delivery. It’s how we’re using technology to make our centers more relevant, more discoverable, and more loved by the communities they serve.
Our mission: Creating places people love
Client-facing results don’t happen without a team ahead of the curve. At Centennial, we aren’t just talking about AI, we’re actively integrating it through a culture of testing and shared learning, with in-person training, weekly check-ins on real business use cases, and ongoing discussions that sharpen best practices. We take the time to find the right tool, refine the approach, and deploy with confidence.
That requires both innovation and intention. And through it all, we hold one guiding principle: AI’s output is only as strong as the human-managed data behind it. In the end, the advantage comes from the people putting it to work. AI allows us to move faster, but the real win is freeing our teams up to focus on what matters: building relationships, strengthening our properties, and delivering better experiences for our partners and communities. It’s how we live our values in practice: taking ownership of outcomes, acting with integrity in every decision, and leading with respect in how we collaborate. And, ultimately, it enables us to stay focused on our mission: creating places people love.
The operators who will define the next decade aren’t waiting to see how AI shakes out. They’re already leveraging it with discipline and judgment, on behalf of the partners who trust them. That’s the standard we hold ourselves to at Centennial. To be a trusted partner, to operate with an ownership mindset, and to create places people love. And it’s the standard your asset deserves.
Elizabeth Boldin Thomas is senior VP of business transformation & intelligence at Dallas-based Centennial.