Below are my observations from NRF 2026. AI dominated the conversation, but the most interesting insights had very little to do with the technology itself. Here are a few themes that stood out for me:
1️⃣ “Who owns the customer?”
Jon Fortt asked this of Walmart’s Hari Vasudev during an AI panel. I’m not sure the question fully landed — but it should have. In an agentic, AI-driven world with increasingly fragmented and non-linear journeys, customer ownership (and control of context, data, and intent) becomes one of the most critical strategic questions ahead.
2️⃣ AI as an enabler, not the strategy
Every CEO I heard framed AI and technology as tools that empower people — not the point in themselves. The consistent message: focus on strategy first, then apply the tech. Refreshing and encouraging.
3️⃣ Purpose still matters — a lot
I was struck by how often leaders came back to brand purpose and mission, even in deeply technical conversations. That’s not accidental. The companies executing well tend to have clarity here. The ones struggling often don’t — or have drifted.
4️⃣ PACSUN’s PSHub
Loved the launch of PSHub: a community-driven model that enables customers to become creators, influencers, and entrepreneurs. Smart, culturally fluent, and very aligned with where younger consumers are heading.
5️⃣ Stores must evolve
Ariel Haroush made one of the most compelling points of the conference: kids scroll endlessly dynamic social feeds, yet walk into largely static stores. That disconnect is no longer acceptable — and it can change.
6️⃣ Think like the customer, not for them
A simple but powerful reminder from Giant Eagle’s Chief Merchant Justin Weinstein — and one many organizations still struggle to operationalize.
7️⃣ Looking ahead
If AI was the dominant theme in 2025, it’s worth asking what companies will be talking about — and actually showing next.
8️⃣ Nothing beats a great vintage shop
Amid all the talk of AI and innovation, it was a reminder that curation, discovery, and authentic product still matter. Technology can amplify great retail — but it can’t replace taste.
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