Closing the retail reality gap with robotics: Interview with Tim Prieve

Retailers understand there’s often a gap between what their systems report and what’s actually on the shelf — a disconnect known as the reality gap. Tim Prieve, Senior Director of Strategic Accounts at Brain Corp, unpacks the core causes of this gap across both retail and warehouse environments. He explains why traditional approaches — whether it’s relying on people, refining processes, or introducing piecemeal tech — often fall short when scaled. Instead, he outlines how robotic automation enables retailers and CPGs to achieve the accuracy, consistency, and timeliness required to close that gap. Emphasizing the need for true ground truth, Tim highlights how smarter operations stem from better, consistent data — and why Brain Corp’s approach is built around partnership, not just technology.