NRF 2026: Retail's Big Show in New York City made it clear: retail has entered a new era - the era of execution.
Under the motto The Next Now, leading global retailers demonstrated that technologies like Artificial Intelligence and predictive analytics are no longer future promises, but operational realities. According to a 2026 study, 48% report stronger customer engagement through conversational AI, and 37% cite more seamless omnichannel experience. Retail’s Big Show Europe in Paris will be the next major milestone for the European retail community.
Agentic AI and customer services
Artificial Intelligence is no longer an optional add-on; it is fundamental infrastructure. The most significant shift is the emergence of agentic commerce, where AI systems don't just provide recommendations but act independently on behalf of consumers - making decisions and executing transactions. While most retailers are still in the early stages of scaling, the direction is clear. Paris will focus on the key question: How can agentic AI be operationalized at scale?
Demand forecasting and personalisation
Historical data alone is no longer enough. Retailers are now integrating real-time behavioral data, inventory levels, and external market factors into predictive models that drive autonomous supply chains. AI doesn't just forecast demand - it independently executes replenishment and allocation decisions. The result: more efficient processes, less waste, and a more seamless customer experience.
Creating community and embracing influencers
In the face of rising customer acquisition costs, the smartest retailers are prioritizing loyalty over volume. NRF New York showed how brands are transforming transactions into long-term relationships through personalized loyalty programs, influencer collaborations, and service-oriented experiences. The decisive KPI: Customer Lifetime Value, not sales volume.
Licencing, IP and new business models
Leading brands are no longer limiting themselves to selling products. Intellectual Property (IP) is becoming a strategic growth driver through collaborations, digital expansions, experiential formats, and platform ecosystems. Subscription models and agentic commerce are unlocking recurring revenue streams, while AI agents increasingly mediate product discovery.
Retail Media: High-Margin Advertising in Retail
Retailers are becoming media companies. Retail Media - the use of first-party data for targeted advertising - is one of the fastest-growing segments in the industry. From
sponsored search and digital in-store media to off-site targeting: retail is evolving into a full-funnel marketing platform. Paris will showcase how this development is gaining momentum in Europe.
These trends defined New York. Now it is Paris's turn - as the next great stage for the European and global retail community.
