As artificial intelligence gradually becomes a key component of retailers’ strategies, the retail sector is entering a new phase of transformation. Long confined to experimental applications or the optimization of specific processes, AI is now emerging as a transformative force for the industry. Rising investment, productivity gains, and new models of value creation: the signs of acceleration are multiplying. In this context, the Advisory Board of the NRF Retail’s Big Show Europe takes stock of the changes underway and highlights the opportunities AI opens up for the future of retail.

Paris,4 May 2026 – Artificial intelligence is now an operational reality for the retail sector. A recent National Retail Federation study found that while 77% of retailers currently allocate 5% or less of their technology budget to AI, 39% plan to dedicate more than 10% within three years. That signals an unprecedented acceleration.

Against this backdrop, the NRF 2026: Retail's Big Show Europe Advisory Board — comprised of executives and industry experts from across Europe and beyond — has produced a report analyzing the AI transformations underway. Among the key findings: AI is moving beyond optimising operations and is fundamentally redefining the retail business model, opening the door to new sources of value and revenue.

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