As younger generations increasingly expect more than just a product, brands must create distinctive worlds capable of bringing genuine communities together. Cultural identity, co-creation, pop culture and shared experiences are now redefining consumer engagement.
Published on May 5,2026 at 12:42 PM | Updated on Jul 15,2026 at 1:14 PM

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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