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The Next Now: From New York City to Singapore to Paris
A lot has happened since NRF 2026: Retail’s Big Show in New York City opened the year with its outlook for what’s ahead. Since then, supply chain disruption, tariffs and energy prices have all become headline issues.
With The Next Now as the theme for all three Big Shows in 2026, New York made one thing unmistakably clear: Retail has entered an execution era. Here are six themes from the New York City show that will be talking points in Paris.
1. Agentic AI and customer services
Artificial intelligence dominated the agenda in New York City, but the narrative has shifted. In previous years, AI was framed as a differentiator — in 2026 it was foundational. Retailers are embedding AI across the value chain, from demand forecasting to customer service and sales conversion.
A major evolution has been the rise of agentic commerce, where AI acts on behalf of the shopper, making decisions and executing transactions. This signals a move from passive tools to active systems. However, while the ambition is clear, most retailers are still early in scaling these capabilities.
2. Demand forecasting and personalisation
Personalisation has evolved from targeted marketing to fully connected customer journeys. Retailers are now expected to recognise and serve customers seamlessly across channels, in real time. At Retail’s Big Show in New York City, this was framed as a shift toward always-on engagement, where discovery, purchase and post-purchase experiences are unified.
In addition, retailers are moving beyond historical sales data toward real-time, predictive models that integrate customer behaviour, inventory signals and external factors. This reflects a broader shift toward autonomous supply chains, where AI not only forecasts demand but executes replenishment and allocation decisions.
3. Creating community and embracing influencers
With rising acquisition costs and unpredictable demand, retailers are shifting their focus toward retention, loyalty, and lifetime value. NRF 2026 in New York City highlighted how brands are investing in deeper customer relationships through loyalty programmes, personalised outreach and service-led experiences.
This reflects that growth must be built through consistent engagement and value delivery. Retailers that can turn transactions into relationships will outperform those chasing volume.
4. Licencing, IP and new business models
Licensing and intellectual property emerged at the New York City Big Show as key levers for diversification and growth, particularly as retailers look beyond traditional product sales. Brands are increasingly monetising IP through collaborations, digital extensions and experiential formats, extending their reach into new categories and audiences.
AI-driven commerce, subscription services and platform ecosystems are allowing retailers to create recurring revenue streams and deepen customer engagement. Importantly, the move toward agentic commerce also has implications for IP, as AI agents mediate discovery and purchase decisions.
5. Retail Media
Retail media is one of the fastest-growing and most strategic areas of retail. As customer acquisition costs rise, retailers are leveraging their first-party data and owned channels to create high-margin advertising businesses. This includes on-site search, sponsored listings, in-store digital media and off-site targeting.
The effectiveness of retail media is increasingly tied to the same data infrastructure underpinning personalisation and forecasting. By integrating shopper insights across channels, retailers can offer highly targeted, measurable campaigns that appeal to brand partners. Retail media is expected to play a central role in profitability, transforming retailers into full-funnel marketing platforms as well as sellers of goods.
