At NRF Europe 2025 in Paris, the dynamic presence of AMD spotlighted how edge computing and AI are transforming retail, from modernising in-store IT to delivering frictionless customer experiences across a variety of touchpoints.
Published on Oct 23,2025 at 7:02 AM | Updated on Dec 16,2025 at 11:39 AM

Aaron Behman, Global Lead for Retail & E-Commerce at AMD, took the stage during the show as part of the Exhibitor Big Ideas programme, offering attendees a glimpse into the company’s vision for the future of retail infrastructure and customer engagement.

The first session, held in partnership with StorMagic and HPE, focused on redefining the IT infrastructure that powers retail stores. Unlike data centres, retail environments have limited space and resources, making traditional IT systems difficult to deploy and maintain. Behman and his partners showcased how AMD and StorMagic are collaborating to create compact, resilient, and purpose-built edge solutions designed specifically for retail stores. Their approach simplifies IT complexity while enabling high performance and reliability across locations—particularly critical for retailers managing large networks of stores.

On the final day of the event, Behman returned to the stage alongside Supermicro and Wobot AI for the AMD session titled Fast, Everywhere: How Multi-Modal AI Transforms Drive-Thru and In-Store Experiences. This presentation explored how AI technologies are enabling faster, smarter customer interactions in retail and quick-service restaurant (QSR) environments. By combining video analytics, transactional data, and contextual scene analysis, the multi-modal AI approach unlocks new possibilities for personalisation and operational efficiency. The collaboration with Supermicro and Wobot demonstrated how retailers can use real-time insights to enhance both drive-thru and in-store journeys, boosting satisfaction and throughput.

Throughout the show, the AMD booth served as a hub for innovation and collaboration. Working closely with HPE, StorMagic, Supermicro, and Wobot AI, AMD showcased edge computing solutions powered by its EPYC™ processors, designed to consolidate infrastructure, accelerate AI workloads, and simplify day-to-day operations. Wobot AI’s low-code platform and StorMagic’s hyperconverged systems exemplified how retailers can deploy scalable, cost-effective technologies even in stores with minimal IT resources.

A highlight of the event was the AMD and Supermicro joint happy hour, which gathered retailers, partners, and industry peers for informal discussions on AI adoption, infrastructure modernisation, and sustainability in retail. These conversations reflected a broader shift within the industry—retailers are now prioritising flexible, energy-efficient, and future-ready platforms that deliver value at the edge.

The presence of AMD at NRF Europe 2025 underscored its commitment to empowering retailers to modernise their operations, streamline complexity, and harness the full potential of AI-driven insights. Through strong partnerships and continued innovation, AMD is shaping a more intelligent and responsive retail ecosystem—one built on adaptability, performance, and customer-centric design.