What to Expect from NRF 2026?
The trends and strategies shaping the future of retail in practice
For years, the NRF was defined by grand trends and visionary speeches about the future of retail. In 2026, that future is no longer just a topic of debate; it has become the driver for practical decisions, investments, and real market transformations.
The focus has shifted to execution at scale. Technology remains the protagonist, but it is now seamlessly integrated with people, processes, and culture. The conversation is now about how to connect data, partnerships, and strategies to keep the retail sector relevant, efficient, and profitable.
Retail is entering a new phase: more collaborative, more pragmatic, and deeply connected to business reality. Here are the highlights of the NRF 2026 edition:
AI: From Novelty to Prerequisite
In recent years, Artificial Intelligence was often treated as a marketing differentiator—applied superficially through isolated initiatives with little connection to the core business. In 2026, that phase is over.
AI has evolved from an “innovative accessory” to essential infrastructure. It operates behind the scenes, supporting decisions ranging from inventory planning and logistics to pricing, supply chain management, and customer experience.
The debate is now focused on depth and integration. The market has moved beyond basic chatbots to Agentic AI, capable of making autonomous decisions and orchestrating complex processes in real-time. The question is no longer “Do you use AI?” but rather “To what extent is AI integrated into your operations and your growth trajectory?”
Ecosystems and Partnerships: Retail No Longer Plays Alone
While AI handles internal efficiency, expansion through partnerships has become the primary engine for growth. Retail now operates within ecosystems, where companies unite to access capabilities they lack internally—whether that be data, audience, channels, or cultural context.
This movement goes beyond technology. The rise of Commerce Media demonstrates how different assets can be combined to create value, transforming the consumer journey into a business opportunity. Initiatives like Kinective Media (United Airlines) illustrate how companies outside traditional retail are now monetizing their channels in partnership with major brands.
This logic is also reflected in collaborations like Disney and Mattel: while one provides narrative universes, the other delivers industrial scale and POS (Point of Sale) presence. The strategic question has shifted: it is less about “Who is my competitor?” and more about “Which partner owns the asset I don’t have?”
The Human Revival: Physical Stores, Gen Z, and Gen Alpha
For Generations Z and Alpha, digital is the default, making the physical experience a key differentiator. In 2026, the store is no longer just a point of sale; it functions as a “Third Place”—a space for experience, belonging, and connection that goes beyond a simple transaction (which can be completed in seconds on a smartphone).
In this scenario, human service gains new value. In a world saturated with automated interactions, the H2H (Human-to-Human) model repositions the sales associate as a curator and mentor, offering empathy and expertise that no AI can replicate. For these younger generations, this human touch is a deciding factor in brand trust.
Human Leadership and the Care Economy
Among the themes gaining momentum at NRF 2026 is the rise of the Care Economy, which proposes a re-evaluation of leadership roles in retail. The discussion points to a landscape where employee well-being is considered a strategic KPI, as vital as traditional financial metrics, especially in complex operational contexts.
The trend suggests that productivity and efficiency will increasingly be tied to the empowerment of frontline teams, supported by technologies like AI and intelligent scheduling systems. The goal is not to replace people, but to use technology to reduce daily friction, stress, and bottlenecks—creating more engaged teams that are better prepared to deliver superior in-store experiences.
NRF 2026 promises to consolidate retail’s transition from the experimental phase to pragmatic execution at scale. The event will feature essential debates on how Agentic AI and the “Care Economy” can integrate to boost both operational productivity and deep emotional connection with the modern consumer.
To kick off this conversation, MJV is hosting a live session on February 5, bringing a sharp, practical perspective on the key signals, insights, and impacts already shaping the future of retail. Join us live on LinkedIn to explore what “The Next Now” really means — and how organizations can start acting on it today.
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